Founded in 1967, Durham College is a dynamic and vibrant post-secondary institution with a well-respected Continuing Education program. While enrolments to Canadian post-secondary institutions had been rising, Durham College Continuing Education was looking to understand trends in programming in post-secondary adult learning, identify growth opportunities, tailor their offerings, ensure they were adequately positioned to win in an increasingly competitive space (both online and in-classroom), and develop key messaging and advertising that would drive real, quantifiable interest in their institution and enrollment in their programs.
Our mandate was to help identify and define Durham College Continuing Education’s current and potential target markets, evaluate their competitors with a focus on brand, programming, pricing and promotion, identify the CE’s points of difference and articulate a meaningful brand position. uncover emerging opportunities for programming, and, provide recommendations on how best to reach current and potential students.
As part of our engagement with Durham College Continuing Education we provided custom market research and strategic planning services, brand strategy and communications messaging, marketing planning, and recommendations for the direction of the institution to grow in the coming years through innovative programming and offerings.