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LC Members Receive Hundreds of Thousands in Marketing Activity Subsidies and Direct Support

In March 2020, Languages Canada received great news: the association had been awarded a grant from the CanExport – Associations program to run marketing activities along with members from April 2020 to March 2021.

Just as the LC Trade Mission to Thailand and Vietnam wrapped up and borders started to close due to COVID-19, the association and its members had to put a halt on all travel-related activities. This caused a shift in focus and efforts were then concentrated on creating solutions for online English and French course delivery as well as helping members navigate the many challenges of the pandemic.

Fast forward to October 2020 and, with the advocacy work championed by Languages Canada and partner associations, the Government of Canada reopened the borders to study permit holders. Languages Canada launched the Study Safe Corridor and, despite the difficulties and additional costs, students started travelling again—albeit in greatly reduced numbers.

Appetite for studies in Canada continued to be high and members needed more support than ever to show the world that Canada was ready to welcome students. At that point, Languages Canada pivoted its marketing strategy and created several initiatives to reallocate CanExport funding to support members’ international marketing activities through direct and indirect subsidies.

In January 2021, Languages Canada held its first-ever virtual fair, with 20 members participating. During the first quarter of the year, LC and 11 members attended three ICEF virtual agent workshops: South Asia, MENA, and Eurasia.

Additionally, during the first three months of the year, 19 members took part in a series of online marketing campaigns, such as paid advertising, web consulting, development of CRMs, marketing automation and student application software. Through these campaigns, participating members reached hundreds of thousands of students, of which thousands were converted into actual enrollments.

In total, the above member-focused marketing activities had a combined participation of 54 programs—one in four LC members! This was all made possible by the association's ability to repurpose CanExport funding, which was originally earmarked for face-to-face marketing activities.

Languages Canada would like to thank all those who participated! Through direct and indirect contributions, the following members were granted close to $200,000 in marketing subsidies through the CanExport program:

  • Algonquin College
  • Atlantic Canada Language Academy
  • Bouchereau Lingua International Inc
  • Cambrian College of Applied Arts & Technology
  • Canadian College of English Language
  • Coquitlam College
  • CultureWorks ESL
  • Dalhousie University
  • Edu-inter
  • ESC - English School of Canada
  • Global Village Victoria
  • Halifax Language Institute of Canada
  • Hansa Language Centre
  • Heartland International English School
  • ILSC Education Group
  • ISS Language and Career College of BC
  • Kwantlen Polytechnic University
  • London Language Institute
  • Manitoba Institute of Trades and Technology
  • McGill University
  • Mentora Language Academy/Career College
  • NorQuest College
  • OHC
  • Oxford International Vancouver
  • Queen's Language School
  • Queen's University
  • Renison University College - University of Waterloo
  • Ryerson University
  • SC GEOS Languages Plus
  • Sheridan College
  • Tamwood International College
  • Trent University
  • Université du Québec à Montréal, École de langues
  • University of Regina - ESL Program
  • University of Windsor
  • Upper Madison College
  • Vancouver Island University
  • VGC International College

For the 2021-2022 fiscal year, Languages Canada has successfully secured close to $200,000 through the CanExport - Associations program. Planned marketing activities will also include direct subsidies to members. Stay tuned in the months ahead as the association unveils its plans for upcoming trade missions and marketing activities!

In addition to CanExport - Associations funding for members, Languages Canada can assist private sector member programs in applying for supplemental funding via the CanExport – SMEs program to further offset the cost of participation in international business development activities. For more information, please contact Diego Sanchez, Manager of International Promotion and Marketing:

Languages Canada extends its thanks to Global Affairs Canada for its continued support of Canada’s English and French language education sector, which contributes over $1.7 billion each year to the Canadian economy and is an integral segment of the country’s $22 billion/year international education sector.