McGill University is planning to rebrand its image, after the last two years have forced it to fend off some conflicts and challenges in the media.
A Montreal Gazette report found that the university wants to reposition itself to be better perceived by all its key audiences; that means the government, students, its donors and the Quebec and international public, in a recent call for tender.
The estimated cost of the contract is reported to be from $707,000 to $6.7 million.
McGill aims to select an agency in September and launch a multi-year branding campaign one year later.
In a statement to CityNews, McGill said that it undertakes marketing efforts each year, particularly to support student recruitment and disseminate knowledge.
“In line with best practices for periodically reviewing these activities, we are engaging in a competitive process to help ensure that the resources dedicated to these initiatives are used as effectively as possible,” they added.
In the past few years Premier François Legault’s government has targeted English-language institutions like McGill and Concordia.
The government’s decision to hike tuition for out-of-province students and demand French proficiency requirements has affected international enrollment and university budgets.
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In June, Quebec promised to maintain the tuition hike for out-of-province students despite a court ruling in April that found the existing policy is not justified.
Pro-Palestinian encampments on the campus of McGill University also created conflicts among Jewish and pro-Palestinian students.
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McGill has also been criticized by Indigenous group, Mohawk Mothers, on how it’s handled the searches for possible unmarked graves at the former Royal Victoria Hospital and Allan Memorial Institute site, an area being redeveloped by the university.
Recent layoffs and the possibility of more coming have also kept the university in the news.
