The CMEC Secretariat requires the services of an experienced communication and marketing firm, with an understanding of the markets of identified primary source countries, who can develop and implement a brand-awareness strategy, including a communication and marketing campaign, for the new Pathways to Teach Canada service, using results-driven, cost-effective media channels to meet the three key objectives outlined below. The services will be contracted from May 2024 to May 2025, (dates to be confirmed with the firm).
The Project goals are as follow:
- Raise awareness among IETs about the new single-entry point to the teaching profession in Canada, i.e., the Pathways to Teach Canada service.
- Ensure organizations with access to IETs and universities in the primary source countries for IETs are informed about the new single-entry point to the teaching profession in Canada.
- Boost the number of IETs applying for certification in participating provinces and territories
With the upcoming launch of the new Pathways to Teach Canada service, there is a need to effectively promote Pathways to ensure that IETs are well informed about the expanded and tailored services available to them, as well about the path to entering the teaching profession in Canada.
Pathways will provide innovative services designed to enhance labor-market integration outcomes and mobility for an estimated 2,000 IETs annually, with a particular focus on French-speaking IETs. And, given the teacher shortage in Canada, it is crucial to widely disseminate information about Pathways services to all IETs. Currently, only those IETs who reach out to registrars’ offices subsequently get referred to Pathways.
Via the Project, targeted and proactive communication and marketing campaigns about Pathways should reach all IETs, as well as organizations and universities in the primary source countries of francophone IETs, in particular. Pathways has the potential to help alleviate shortages of francophone teachers in minority francophone communities across Canada. Pathways should become widely known as the first-entry point for all IETs interested in teaching in participating provinces and territories in Canada.
