Guelph is about an hour and a half from London, off the 401 on Highway 6.
The University of Guelph says it supports about 13,400 local jobs, and the city has a large agri-food research sector around it. Linamar is headquartered here. With tens of thousands of students, September and April look very different for a lot of local businesses.
So we plan around the school year where it matters. Restaurants, gyms and rentals near campus see demand rise and fall with the terms, and their ads should follow that. Trades and home services see less of it, so their campaigns run steadily all year and focus on the neighbourhoods they serve.