Dr. King from Queen's University led a double-cohort study in Ontario that produced four different reports. His work showed that colleges like Algonquin were always focused on recruiting students in grades 10, 11, and 12. What became clear from Dr. King's studies was that these students are making these decisions significantly earlier than we ever thought.
Once a grade 10 student said he or she was going to Queen's, if you asked them in grade 11 where they were going, they would say they were going to Queen's. In grade 12 they would say that they told us last year they were going to Queen's. It was only when Queen's said that they were not coming to Queen's that they had to recalibrate where they wanted to go.
The efforts of some colleges are aimed at younger students, but the question is who influences young people. Dr. King's reports also clearly showed it was the parents. Media are there, guidance counsellors are fifth or sixth on the list, and teachers are there, but it's fundamentally the parents.
From our perspective we've even started to get into elementary schools, trying to have people think of these careers in a different way.