Universities and colleges compete with one another and with alternatives to advanced education that become increasingly attractive as tuition costs increase and graduate job markets fluctuate. At the same time, the pool of domestic students is shrinking. Institutions that demonstrate support for student success in the first year increase their attractiveness to students graduating from Canadian high schools.

Rules of Engagement offers superior student transition programs at lower cost to institutions than inhouse services can provide. Rules of Engagement also reaches the market sooner by contacting students before they graduate from high school.

Universities and colleges that affiliate themselves with Rules of Engagement make a high-profile demonstration of their commitment to student success. Affiliates may support programs by offering endorsement, marketing support, program venues or subsidies of costs for clients.