UNIVERSITY TARGETS CHINESE MARKET
By Adnews Staff
The School of Continuing Studies at the University of Toronto is trying to drum up students from within the Chinese Canadian community. The school is set to launch a print ad campaign designed to entice Chinese Canadians back to class. "The school has been, for over 100 years, a window to access U of T," said the school's director, Mary Barrie, in a release. "Our intent has long been to reach out to inform our community and communities that we are here to serve the needs of life-long learners." The campaign will target three groups of potential students the school feels could particularly benefit from its courses: Chinese business-people trying to counter the impression of some employers that they do not have a complete grasp of Canadian business issues, younger Chinese Canadians seeking to upgrade or specialize their skills, and retired or semi-retired people looking for educational relaxation. The creative and media planning for the campaign has been handled by the Toronto office of Justin Poy Media.