Switching segments: Marketing changes within Ontario independent schools

Research on independent schools in Canada is limited. The research that has been conducted has generally characterized these schools as institutions for the elite. These institutions are seen as places where parents of status and power can send their children and have them sheltered from the rest of society and be groomed for their future power positions. However, looking at more current marketing materials for schools belonging to CAIS (Canada Alliance of Independent Schools), as opposed to the dated research literature, we see that these institutions may be trying to portray themselves not as exclusive but as inclusive. However, it is important to stress that this is the portrayal and cannot be directly related to the actual reality of what is occurring within the institution. The following research is a grounded theory approach utilizing content analysis to describe the changes that have occurred in the images portrayed in the prospectus (marketing brochures) since the 1970s to present. Building upon research conducted by Maxwell and Maxwell (1995), I describe the changes within the prospectus. The institutions are trying to change their images over the last thirty years. This is evident by the inclusion of individuals from various races, the increased acceptance of various religious faiths, and a gradual increase of mentions regarding financial assistance for students of these schools. These changes provide important grounds for further research to be conducted within the area of independent schools.