Canadian universities enjoy a well-deserved reputation for excellence. Standards here are high, our research world-class and our graduates sought-after by the world's top corporations.

Still, a Canadian university, like any other organization, must compete for customers. While faculty may be content to work within the proverbial ivory tower of academia, administrators must think like marketers if they hope to lure the best and brightest students to their campuses. Part of attracting these students is offering access to the faculty members who lead their fields, but it also involves offering amenities that range from state-of-the-art wired campuses to engaging sports and social programs. Administrators don't only have to promote these features to students planning their futures but also to parents who may be paying for their children's education or, at least, influencing their decisions.



Administrators must also court donations from alumni and other sources in order hire the faculty and establish the programs that will most appeal to the students they're after. Even though Canadian universities are largely government-funded, additional dollars can translate into a distinct competitive edge. To obtain those dollars, administrators must market their schools as aggressively and as strategically as any traditional brand manager--in this case to an audience that consists of mature, public-spirited individuals.

Of course, the education marketplace extends far beyond traditional universities. Canada has nearly 200 community colleges, including institutes of technology, colleges and CEGEPs, all of which offer diplomas that, in many cases, can be converted into credits towards a university degree. These schools must also make their presence known to potential customers and clearly communicate the benefits their programs offer.

In today's career workplace, there are many routes to success, but all of them rely on education of some sort. The path of many professionals, like doctors, lawyers and scientists, is usually a straight line that takes them directly from post-secondary institutions to graduate programs that allow them to specialize in their fields. Others--particularly business students--often detour from the academic path by getting real-world experience before going back to school for post-grad studies.

Administrators promoting MBAs have to connect with an older, savier audience. They must adopt different tones and communicate different messages than those they use when marketing to young people still in high school. These advertisers must also develop highly strategic media plans to ensure that they're cost-effectively reaching those individuals most likely to be candidates for their programs.

The field of adult learning encompasses a wide range of programs whose marketing needs are as diverse as the subjects they offer. Continuing education programs can be as simple as a course in oil painting or as complex as custom training for the IT department of a multinational corporation.



Many companies look for ways to improve their existing workforces, and many individuals in these workforces are looking for ways to make themselves more attractive in the job market. In both cases, education is the answer. A large number of Canadian and international schools and academies offer specialized courses and programs that let individuals--many of whom already have undergraduate degrees--learn new techniques or develop their leadership skills. These institutions must also carefully tailor their messages to their intended markets, which can consist of the employers footing the bill, individuals taking the courses themselves, or both.

Clearly, there's no one-size-fits-all solution for the challenges posed by promoting education. That's why The Globe is constantly looking for new ways to serve this industry's complex communication needs.

For 2007, we've significantly boosted the number and types of channels available to education marketers. In particular, we've launched a comprehensive package of offerings we call Globe Education Reports.

Ranging from our well-estabished, highly respected and widely read magazine special report, the University Report Card, to entirely new vehicles like globeeducation.com, which launches later this year, The Globe now gives advertisers more innovative ways to connect with Canadians interested in education than ever before.

With Globe Education Reports, marketers have the chance to reach Canadians seeking a wide variety of educational services, from private schools to universities to MBA programs and beyond. Globe and Mail vehicles also give education marketers cost-effective ways to promote business and adult learning programs to a motivated audience that truly appreciates the value of continuing education.

Our readers are today's and tomorrow's corporate and institutional leaders. Whether they're working for large organizations or running their own businesses, readers of our paper, magazines and websites are enthusiastic self-starters who are truly going places--and actively looking for ways to get there faster.