Sponsored personal and career development tools supporting early awareness programs in the North American school system

Bridges Transitions Inc. (Bridges) offers web-based career planning tools designed to help schools increase their graduation rates. Bridges products are currently used in over 30 per cent of North American high schools. However, changes to public education budgets have reduced funding for career development programs. Bridges must now establish its direction amongst intense rivalry and shrinking margins. Sponsorship is one possible solution. Sponsors such as S LOs, post-secondary institutions and trade associations could provide funds to promote their offerings directly to users of career guidance systems. With strong reputational capital, solid market share and excess capacity, Bridges is in a prime position to profit from this business model. Bridges’ financial position is the primary obstacle, as the company lacks the resources to finance the necessary changes. The sales, marketing and accounting processes would require redesigning, and the staff would need to be augmented with the appropriate skills and knowledge.