September 14, 2011The Eyeopener
The G. Raymond Chang Schoolof Continuing Education willspend up to $500,000 on advertis-ing this year alone.The cost is only 1.7 per cent oftheir total expenditures, meaningthe total funds can be estimatedat over $29 million. The majorityof that comes from tuition, mak-ing the Chang School a signicantsource of income for the university.The school has at least 70,000enrolled students and spending onadvertising is the primary way toaract additional potential learn-ers. Similar campaigns do not existfor undergraduates programs.“Every year we conduct a cam-paign and part of the reason whyis the competitive market for adulteducation,” said Gervan Fearon,dean of the Chang School.Last year the school spent$300,000 on advertising for poten-tial students.“We’re actually relatively mod-est [when spending] because we’reso deliberate in where we adver-tise,” said Fearon.The picture ads, featuring actualChang School graduates and theirstories, have been in subway and bus stations around Toronto, whiletheir radio and YouTube ads targetadults outside the city.“We looked at places for whichwe can really access and communi-cate to the adult learning commu-nity,” said Fearon.“The only way you can meet so-ciety’s needs is to let them knowthese programs are available tothem.”According to Fearon, potentialstudents fall into three categories:those who wish to reshape their ca-reer, those who are looking to gainmore skills in their eld, and thosewho are looking to get back intothe education system after a longperiod of time.“[The campaign] can’t rely ontraditional methods because theyaren’t traditional students,” saidRyerson president Sheldon Levy.The distinct dierence in theirprospective students is the mainreason the Chang School adver-tises more obviously than Ryerson.“If you’re a high school stu-dent, it’s one strategy, if you’recurrently employed and lookingto further your education, there’sanother, and there’s another oneif you’re nishing undergraduateand you’re looking for a graduateprogram,” said Levy.The more typical routes for com-municating with high school stu-dents include university fairs andspeaking at high schools, whichare less noticeable to the public.“In this day and age, there is theassurance that a bachelor’s degreeis high-valued,” said Nicole Foer-schler, vice-president of JMH Con-sulting, a rm that specializes inadvising and improving continu-ing education schools.The public can take somethingfrom the campaign as well.“The advertisements can reallyaempt to not only make a state-ment about adult learning but alsomakes a broad statement to indi-viduals about continuing educa-tion as an important component oflife,” said Fearon.“It really speaks well in beingable to garner public support forpost-secondary education.”Ryan Edwards CommunicationsInc. was hired for the campaignand has worked for Alterna, Cana-dian Association of Optometrists,Enbridge and Union Gas.
Chang drops half a million on ads
Ryerson’s continuing education school will spend up to $500,000 on its advertising campaign thisyear in a bid to attract more students.
Associate News Editor Carolyn Turgeon
One of the many Chang School advertisements on a Dundas Street bus station.
PHOTO: MOHAMED OMAR
BY MARIANA IONOVANEWS EDITOR
A former Ryerson human re-sources employee is planning tosue Ryerson for damages relatedto his dismissal in July 2010.Neil Kelly, a former HR fac-ulty associate in the Faculty ofEngineering, Architecture andScience (FEAS), plans to seekmonthly damages for the rest ofhis life. He believes Ryerson vio-lated university policy when his job was declared redundant lastyear.“Ryerson caused me to losesome $500 a month for life,” saidKelly.Kelly’s position was declaredredundant on July 29, 2010 andhe was given a leer stating hewould receive 20 weeks of payand remain on payroll until hisseverance negotiations wereover. Kelly was told he wouldhave to negotiate his severancewith Simon Mortimer, the uni-versity’s HR lawyer. At the time,he had worked at Ryerson for 12years and was receiving a salaryof $96,600.Kelly requested 21 months ofseverance because the univer-sity had allegedly violated hisemployee rights and failed tofollow the Redundancy Policy,which states employees who aredeclared redundant should beoered a lower position if it is va-cant, career counselling totaling$5,000 or a tuition waiver of upto $3,500 that would further theirskills for future employment.Kelly says he was not oered anyof these.In emails obtained by the
, Mortimer wrote toKelly that a severance of 21months is “excessive and doesnot warrant a counter oer.”After three months of nego-tiations, Mortimer notied Kellythat he would receive a total of48 weeks, including a standard12 weeks notice received by em-ployees plus an additional threeweeks for each year of serviceas outlined in the RedundancyPolicy. He would also remain onpayroll — receiving benets andcontributing to his pension plan— until Oct. 1.The rest of Kelly’s sev-erance would be paid inone lump sum on thatday, after which theuniversity consideredthe maer closed,wrote Mortimer.“My biggest frus-tration was having tonegotiate with SimonMortimer for threemonths to get whatshould have been oeredfrom day one with respectto the nancial portion of theseparation,” said Kelly.But he believes his severancenegotiations were forcibly con-cluded, which hurt his monthlypension. Kelly had intended tonegotiate to remain on payrollwhile receiving his severance be-cause that would have allowedhim access to benets and con-tribute to his pensionand receive benets. A pension consultanthad estimated that his pensionwas reduced by approximately$500 per month as a result,according to Kelly.“I now have to sue Ryerson forwhat I was basically entitled to[under the Redundancy Policy],”said Kelly, adding that he nowhas to pay $725 each month for benets for his family.He is currently in the pro-cess of nding a lawyer thatwill take on the case.But the RedundancyPolicy states that em-ployees’ benets andpension contributionsend the day they are dis-missed from their posi-tions.Kelly’s former supervi-sor, FEAS dean MohamedLachemi declined to com-ment on Kelly’s termination.VP nance and administration Julia Hanigsberg and Mortimeralso declined to speak about themaer, citing privacy issues sur-rounding labour relations.
Former HR employee plans to sue Ryerson over dismissal
Sexualassult atfrosh event
A female student report-ed last week that she hadbeen sexually assaulted andthreatened by a man during afrosh week concert.The student was at anoutdoor concert in the Pit-man Hall courtyard on Aug.29 when a man allegedlygrabbed her from behind andkissed her neck. The assail-ant then told her he wouldnd her alone and rape her.The victim also reported thatthe man said he knew whereshe lived and mentioned herroom number.The student was not ableto give a detailed descriptionof her assailant but she no-ticed he was wearing a whitefrosh t-shirt.Ryerson security has nothad any leads on the identityof the man but the incidentremains under investigation.It is unknown whether thesuspect was a student or ifhe lived in residence.Security said such inci-dents are extremely rare andfrosh-related assaults havenot occured in the past.Student housing managerChad Nuttal also said sexualassault is very uncommon inresidence but he also notedmany cases go unreported.“I applaud the woman forcoming forward,” he said.This is the second sexualassault on campus this year.The rst occured in February,when a female student washarassed while standing inline for a coffee in Eric PalinHall.
PHOTO COURTESY OF NEIL KELLY