Algoma University – Distance

Agency: McDonnell Haynes Advertising and Design

Section I — BASIC INFORMATION

Business Results Period (Consecutive Months): September 2009 – June 2010

Start of Advertising/Communication Effort: September 14, 2009

Base Period as a Benchmark: Previous School Years

Geographic Area Covered: Southern Ontario

Annual Budget Range: Under $500,000

Section II — SITUATION ANALYSIS

a) Overall Assessment

Sault Ste. Marie was a boomtown in the 60s and 70s, driven by mining and forestry. In recent years, as these sectors have dwindled, so has population and economic prosperity. To rebuild, more people needed to acquire university schooling. However, while Algoma is quickly becoming the first choice for local students, there are not enough of them to support and sustain the University’s "per student" funding requirements.