Ramping up recruitment efforts after tuition hike exemption

By Micah Della Foresta – News Editor

The fall season holds some of the most critical months for any university’s recruiting efforts. When the prospective increase of tuition fees for out-of-province students loomed over Bishop’s University in the fall of 2023, student recruitment was inevitably impacted. On Dec. 14, Minister of Higher Education Pascale Déry formally announced that Bishop’s would be exempt from the increased tuition and the additional french language contingencies. The exemption curbs the negative effect the new tuition policy would have on Bishop’s University, allowing the school to continue offering its experience without a substantial increase in cost. 

But now as the spring is approaching, with various undergraduate application deadlines falling between March 1 and May 1, making up for this lost time is the university’s main objective. In an interview with Bishop’s Principal Sébastien Lebel-Grenier, he detailed the strategies being implemented to recover from the damage done. He explained that the school has been diligently preparing a strategy ever since preliminary conversations began with the Quebec government. As soon as the exemption for the university was announced, the plans could immediately be set into motion.  According to Lebel-Grenier, here is a summary of how the school is responding.  

Reaching a target audience:

The recruitment team swiftly reached out to those who had previously shown interest in Bishop’s University, notifying them of the exemption and that Bishop’s would still be an accessible place to study. They also looked to engage the pool of prospective students newly introduced to Bishop’s and its unique experience. 

Leveraging media visibility:

Since the initial announcement from the government, Bishop’s has received unprecedented media coverage throughout the crisis, seeing extensive attention throughout the country on a plethora of media platforms. Bishop’s goal is to take advantage of this increased exposure and use it as promotion, according to Lebel-Grenier. 

Aggressive recruitment initiatives:

The school is deviating from its usual recruitment timeline and doubling up on current initiatives to expand reach. They are intensifying recruitment efforts by allocating more resources to the recruitment team, such as by sending them out to more fairs and on more recruiting trips.

Marketing and publicity:

Bishop’s is adopting innovative marketing strategies with a focus on social media. The institution is experimenting with several strategies and is monitoring its results closely to gauge effectiveness. Lebel Grenier says they will adjust its approach according to its outcomes.  

Principal Lebel-Grenier acknowledged that the government’s initial announcement had a detrimental effect on the university. But despite such a setback, Bishop’s remains optimistic that its aggressive recruitment strategies will recover students and potentially attract even more.

Lebel-Grenier noted that Minister Déry is listening attentively to the school’s needs to properly develop the French programs. He says he is confident that the new diversified offerings will become an attractive proposition, alluring new students looking for a professional advantage.

He believes that the school’s historical difficulty with recruiting due to lack of natural visibility has been mitigated, and that moreover, the school greatly benefits from a dedicated alumni whose continual support has made up the difference. He described them and the larger Eastern Townships community coming together as “an extreme source of comfort and energy” which “was essential for success, and it certainly proved to make all the difference in the world.” Lebel-Grenier attributed the support as “the thing that really convinced the government.”  

Lebel-Grenier also made sure to note that throughout the process, he was disheartened to see the increased stigmatization towards Quebec and its culture. He told The Campus that Bishop’s is working hard to convey the message that the school is not a site of language conflict, and that some of the negative sentiments portrayed in the media are not an accurate representation of the welcoming community that Bishop’s is home to. 

When asked what his message to prospective students would be, he pitched the value of attending Bishop’s as a unique experience. It’s where students will learn about what it means to be an important member of a community and who they themselves can be – all while being exposed to a vast diversity of experiences.  

This is reflected in the “deep rooted feelings about this institution [of past generations] that want to see it succeed and continue to be a force in our community” and a force for everyone seeking the BU experience.