Case studies - Formation Professionnelle Montérégie
Education
Formation professionnelle Montérégie
Sector: Education,
Vocational Training Network: 22 training centres
Programs: DEP, ASP and AEP – over 100 programs
Region: Montérégie
www.fpmonteregie.ca
Making Vocational Training a First Choice
Contexte
Still too often perceived as a second-choice path, vocational training offers practical, accessible programs that are directly aligned with the needs of the job market. Bringing together 22 vocational training centres, Formation professionnelle Montérégie set out to change this perception and position vocational training as a first choice. A significant challenge: bringing multiple stakeholders together around a shared vision while showcasing the full range of opportunities vocational training has to offer.
Deviens pro : Repositioning Vocational Training in Montérégie
Vocational training might be the best-kept secret in Quebec’s education system. The choice of programs is enormous, tuition costs are minimal, and placement rates border on guaranteed, in sectors that are actively recruiting. Formation professionnelle Montérégie is a consortium bringing together 22 vocational training centers across the region, with one clear mission: get people to choose FP first, not as a fallback. Possible Marketing won this mandate through a competitive public tender and led brand strategy and campaign execution for Formation professionnelle Montérégie over 18 months, from February 2025 to July 2026.
Challenges/Enjeux
The first challenge was one of perception, not awareness. Most Quebecers know vocational training exists; the problem is that families and school counselors still frame it as a lesser path, behind cegep and university. We had to shift that narrative without sounding defensive or preachy about it.
The second challenge was structural. FP Montérégie speaks for 22 training centers, each with its own programs, culture and local reputation. Building one coherent voice that every center could recognize itself in, without flattening what makes each of them distinct, meant aligning dozens of stakeholders around a single creative direction, and keeping that alignment through 18 months of execution.
The third challenge was proving it worked. As a young brand created in 2023, FP Montérégie had almost no digital presence or paid media history to build on. Every channel, from social media to highway billboards, had to be built and optimized in real time, in a media market where cegeps and universities already dominate the conversation.
Solutions & Results
We built FP Montérégie’s brand platform around one line: Deviens pro. Payant. Concret. Assuré. Direct, tutoyer-based and unapologetically confident, the tone treats young people as peers capable of making their own choices, not students to be lectured. A signature badge system, stacked color blocks, gives every touchpoint instant recognition, whether it’s a highway billboard or an Instagram story.
The Jobs de Pro campaign became the engine of the mandate: three trade categories (service-oriented trades, manual trades, sciences), each with its own color and its own cast, shot in one professional photo session and deployed across highway billboards in the Montérégie region, printed posters in schools and Cégeps, an event kiosk and branded merchandise. We also produced a 3-part humor series with influencer Alexandre Forest tackling stereotypes about vocational training head-on with humor instead of statistics.
On the digital side, we managed organic and paid social media, optimized the FP Montérégie website, and coordinated competitive media placement with Mint Numérique. We also conceived and produced FP Montérégie’s official public launch event in Longueuil, in November 2025. Every asset, from the brand guide to social templates, was built to be reused by the 22 centers long after our mandate ends.
The results speak for themselves. In year one alone (April 2025 to April 2026), organic social media reached close to 1 million people (980,345), generated over 30,000 interactions and clicks on Meta, and grew interactions by more than 20,000%, essentially building a real, engaged community from a nearly blank page. Website traffic grew 557%, with over 45,000 active users, 43,000 engaged sessions and an 86.8% engagement rate: numbers that would be strong for an established brand, let alone one built from scratch in 18 months. And center enrollment, the number that ultimately matters most to FP Montérégie, is trending upward across the network.
What set our team apart on this mandate wasn’t a single tactic. It was the ability to bring 22 stakeholders into the same room and keep them moving in the same direction for a year and a half, something that mattered just as much as any campaign metric.
