Durham College was eager to recruit students for its Corporate Training Services programs. Their focus was on leveraging the credibility of the College. We believed there was more of a story in how their programs could quickly transform the life of a student. That was a particularly poignant reality since Durham College operates in the Oshawa area that had just been devastated by auto layoffs. These displaced workers needed to think of new career avenues to explore. We felt Durham College could position itself as a catalyst for this transition. They bought into our thinking, which revolved around the theme direction: “How do you get from where you are to where you want to be?”

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