Kaplan University, ranked as one of the nation’s top for profit colleges by U.S. News & World Report, wanted to supercharge their acquisition efforts to prospective students regardless of where they were in their educational journey.
While proud of its 75 year heritage, Kaplan recognized that as education evolves, so too must the way they present themselves to prospective students. A new contact strategy was devised to let students know that the new way of learning at Kaplan is on their terms. Whether at home, on the train, or even in the park, Kaplan students are only a click away from a world class education.
Kaplan University’s Enterprise Learning Solutions division is the most business-savvy provider of educational programs to corporations and community colleges. The “Art of Career Management” campaign used the analogy of the Chinese Tangram to symbolize the flexibility of their educational offerings. As the Tangram can be creatively combined into an unlimited number of shapes, so too can Kaplan provide any learning solution a business may need.
To bolster their reach, Kaplan became the educational sponsor of the Washington Redskins. The campaign was highlighted by a cross platform video played in FedExField during home games. Kaplan extended their message of educational excellence and savings, particularly for the military and their families, with an extensive in-stadium presence that included Redskin program ads, LED video ribbon boards, and live events. Radio spots, videos, online ads, and social media were effectively used to continue the Kaplan message beyond just game days.