York University: This is my time

This case study explains how York University, a post-secondary educational centre in Canada, reversed a decline in applications with an inspirational and aspirational message featuring current and past students.

York University: This is my time

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Situation analysis

Overall assessment

In 2012 York faced a major challenge.

Canada's 3rd largest university's reputation was suffering and student applications were declining:

  • overall applications were -6.2% vs. an overall market increase of +2.4%, and key competitors U of T (+4.5%) and Ryerson (+7.5%)
  • first and second choice were -3.8% and -1.9% respectively vs U of T (+4.5%) and Ryerson (+7.4%). In January prospective undergraduate students have to identify their top three choices (a key indicator of reputation as 'first choice' is a reflection of the quality of students.).

Declining...

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