CONESTOGA COLLEGE
Conestoga Public Relations students support local mothers in need

This year's client recipient - the 26th charity supported by the PR Agency course - was Marillac Place, a non-profit organization providing supportive housing for women over 16 who are pregnant or parenting a child under 24 months old.  

After a 10-week consulting project with the third-year students, Marillac gained numerous public relations and fundraising resources. Projects included event plans, a promotional video, a community direct mail campaign, a podcast plan and social media strategy and content supporting outreach around women and homelessness.

The course required students to build a small agency, including development of a brand and name and then work as an agency to deliver work that aligns with Marillac's goals. Students gained important hands-on learning experience as well as community connections.

Student Eliza Jack felt the agency stretched her to be more imaginative and strategic. "I learned that creativity is about thinking up outside-the-box ideas that not only excite me, but also align with what the client needs."

Classmate Stan Shust said the experience helped him develop important skills. "This term was about flexibility and resilience for me, and I improved my leadership skills tremendously."  

Marillac Place executive director Julie Walder said working with the class has been a valuable exercise for the organization and its future.

"The students have brought great energy and insight, and we're really looking forward to seeing how their work will help strengthen our message and move our mission forward," Walder said.

"This opportunity was made possible through a partnership with Conestoga and Capacity Canada. It's a meaningful contribution to the non-profit sector in Waterloo Region, helping organizations like Marillac Place build capacity by rethinking how we tell our story and strengthen our connection to the community."

The Conestoga PR agency course contributes student time and talent to a stretched charitable sector. Since the pandemic, the sector has faced declining volunteerism, staff burnout and a decrease in donations, while also coping with an increased demand for services and support.  

Alison Beveridge, PR director at Capacity Canada and a graduate of the degree, serves as a project partner and coach, collaborating with professor Paula Barrett to guide the consultants at weekly project status meetings.

"We take great pride in the impact we've had on our community at a time when the need is greater than ever," Beveridge said. "Capacity Canada values this agency partnership as an opportunity to create social impact and nurture student talent." 

Past agency clients include Lisaard & Innisfree House, Grand Valley Trails Association, Immigration Waterloo Region, The Schlegel Centre for Advancing Seniors Care, Guelph General Hospital and Rainbow Coalition of Waterloo Region. 

Conestoga's Bachelor of Public Relations degree program was the first to be approved in Ontario. Graduates are prepared with critical thinking skills and the practical experience required to manage reputations, responses and relationships on behalf of an organization.

The program's name has been changed to the Bachelor of Communications Management.