Bob wins Quebec school board mandate

The agency is conducting a 360 review of the planning, branding and positioning for three adult education and vocational facilities.

Bob Agence has made the grade and won a mandate from a Quebec school board to develop a strategic communication plan.

The plan is for three adult education and vocational facilities of the Commission scolaire du Val-des-Cerfs (CSVDC).

“Essentially we’re reviewing their entire media plan,” says Bob Agence strategist Badr El Fekkak. “It’s a sort of 360 review of their planning, their branding, their positioning.”

Bob aims to instruct the school board to communicate better and to reposition adult education and vocational training, the latter of which once had a tradition of craftsmanship, El Fekkak explains, referencing the historical background of Quebec education.

“Part of our work in some ways is to re-package that,” he says, “re-package the division of vocational education to give it back its ‘lettre de noblesse’ in some ways.”

In a few weeks, El Fekkak says recommendations will be brought forward, which he anticipates to include elements such as owned media, online and offline ads, and a PR strategy.

Initial elements of the strategy will roll out in the second quarter after spring and likely run “for at least another year or so,” he adds.

The educational facilities are housed in the Centre Régional Intégré de Formation (CRIF) located in Granby and the Campus de Brome-Missisquoi (CBM) in Cowansville. Although the majority of the target is French-speaking, one of the centre’s main audiences is English-speaking, says El Fekkak, adding he thinks 80% of ads would be in French, with 20% in English.

In terms of the mandate’s size, El Fekkak notes: “The numbers will depend on our recommendations as well, so there’s a certain flexibility in terms of budgeting.”

Bob Agence has worked on other mandates for the school board, some of which are ongoing, while this new project could lead to other work, he adds.

Adult education image via Shutterstock