Dramatic Increase of Admission Requests at the University of Ottawa

The Problem

In 2002, the University of Ottawa, the most renown bilingual university in Canada, was experiencing an all-time low in the number of applications from French-speaking students. The Board of the university wanted to increase the number of French-speaking students but the advertising campaigns in the adjacent Francophone cities weren’t bearing fruit. The marketing director approached David and Goliath for the first of a series of long mandates.