The mission
Year after year, the competition among colleges for student recruitment proves to be fierce. That’s why Cégep Beauce-Appalaches wanted to do more than simply stand out: it wanted to firmly establish its image in the minds of students. Despite a flawless reputation and impressive success rates, the Cégep needed to claim its rightful place in the public space, facing urban giants like Québec and Lévis. It was time to reposition this regional Cégep as a genuine first choice, fully assumed.
The solution
The transformation began with a clear and ambitious repositioning: the strategy would rely on flagship programs, the ones that have built the Cégep’s reputation consistently over the years. This strategic shift not only helped attract top student profiles but also redefined the institution’s image around excellence rather than accessibility.
At the heart of this bold idea was a new guiding concept: My First Choice. Inspired by the Cégep’s historic tagline, “un parcours à ton image” this message asserts the deliberate, confident choice of Beauce-Appalaches, directly echoing students’ aspirations.
Visually, the concept comes to life through a simple yet powerful symbol: the mountains of the region illustrated in the logo, inverted into a checkmark. This clever nod evokes both the Appalachian territory and the pride of a fully affirmed choice.…
The result
The campaign is only beginning its rollout, but the signs are already very positive. Internal buy-in is strong, teams are mobilized, and enthusiasm is shared both in the offices and on the ground. With 75% of the media plan now devoted to digital, it enables a sharper targeting and a steadier presence in the daily lives of prospective students. During the first interactions for open house events, the tone had shifted. You can feel that the idea of a “first choice” is quietly taking root in the public’s mind.
"Working with the Prospek team was a real pleasure. They captured the essence of our cégep and translated our identity into a flagship concept. Their in-depth analysis of our reality and of the perception of Cégep Beauce-Appalaches allowed us to build a solid, impactful campaign. Open to adjustments, they provided us with a complete and detailed communication plan that will serve as a true guiding thread for our promotional actions."
Valérie Chérétaki
Communications Coordinator
The repositioning was built on a comprehensive communication ecosystem diagnosis: competitive analysis, target segmentation, budget allocation, editorial strategy… nothing was left to chance. The concept My First Choice is now being deployed across all channels: website, newsletters, social media, display, events, video content, partner publications, info screens, and more. Every touchpoint was redesigned to deliver the message with consistency and ambition.
The media plan was completely restructured: 75% of the budget is now dedicated to digital, with tactics for awareness, conversion, and remarketing. The open house event, a key moment in the campaign, receives by itself 30% of the media budget. And to continue supporting the local economy and regional reach, 50% of the total budget remains invested in traditional local media such as Journal de Québec, radio, display, and movie theatres.
The work was anchored in a rich graphic charter, one that the concept both respected and enhanced. The visual detail of the inverted mountain as a checkmark perfectly encapsulates the campaign’s posture: no longer passively undergoing a choice, but proudly affirming it.
This repositioning is not just a one-year recruitment campaign. It’s a long-term stance. Cégep Beauce-Appalaches no longer has to prove it supports its students; it now proves that it lives up to their ambitions. And that changes everything.
"We immediately saw the cégep’s potential: exceptional support, tangible results between students’ arrival and departure, but an image that didn’t reflect all of that. We worked hand in hand with their internal team to build a clear, ambitious, and consistent strategy — one that reflects the students’ real experience."
Valentine Chalumeau, Digital Strategist
