UNIVERSITY OF PHOENIXAnalysis of a digital campaign.

Strategy, media and placement.

December, 2010

Gaby Escobar

UNIVERSITY OF PHOENIXWEBSITE: WWW.PHOENIX.EDU

UNIVERSITY OF PHOENIXWEBSITE: WWW.PHOENIX.EDU

UNIVERSITY OF PHOENIXWEBSITE: WWW.PHOENIX.EDU

UNIVERSITY OF PHOENIXWEBSITE REVIEW

Simple and clean Very “corporate” and serious look Offer information about programs, faculty

and academic systems. Testimonials are the focus point of the home

page. Tuition fees and finance info are also

highlighted. Target:

Potential students in a 25 – 45 yrs old age group Household Income 45K+

UNIVERSITY OF PHOENIX (#1)

TMZ

UNIVERSITY OF PHOENIX (#1)LANDING PAGE 1

UNIVERSITY OF PHOENIX USA TODAY

UNIVERSITY OF PHOENIX (#2)

USA TODAY

UNIVERSITY OF PHOENIX (#2)LANDING PAGE 2

UNIVERSITY OF PHOENIXCOMMENTS FOR ADS #1 & #2

The style of ad is a simple banner located usually on the middle of a news page.

Simple animation style Very clear and simple design using the colors of the brand. Informative purposes with a call to action “Start today” The type of publisher can be categorized as news & lifestyle

with a wide target that captures: Adults between the ages of 18 to 45 with a household

income of 35K+ This is basically everyone who graduated high school The type of publisher is not necessary attractive to an

“educated audience”, although they might have readers with Bachelors degrees.

The landing page is clear and simple offering more information about the programs and details about the teaching style and educational opportunities at the University. Chat now Learn more

UNIVERSITY OF PHOENIX (#3)

GQ

UNIVERSITY OF PHOENIX (#3)

DETAILS

UNIVERSITY OF PHOENIXDETAILS

UNIVERSITY OF PHOENIX (#3)

LANDING PAGE 3

UNIVERSITY OF PHOENIXCOMMENTS FOR AD #3

The style of ad is a simple banner located usually on the middle of a news page.

Simple animation style. Use of the brand colors although the type seems more refined. Mention of two specific publishers “ The New Yorker” and “Vanity

Fair”: Partnership The ad can be found just in the online sites of the Conde Nast publications

Awareness and Call to action “Get involved” The type of publisher can be categorized as fashion & entertainment

with a wide target that captures: Adults between the ages of 25 to 45 with a household income of 65K+ With a Bachelor degree and currently working. This is not for people looking for an academic program, this is for adults

who want to discuss certain national problems, like education. The landing page is not University of Phoenix; it’s the publisher’s

Vanity Fair. (Is this a Conde Nast effort using University of Phoenix as a partner or the other way around?) Simple and stylish Offers a daily question that encourages public discussion

UNIVERSITY OF PHOENIX

DEGREE VERSIONAS FOUND ON TMZ AND USA TODAY

DEGREE VERSIONLANDING PAGE

UNIVERSITY OF PHOENIXSUMMARY

Website and landing page are very similar. Only difference is layout and presence on Faculty and School news.

The ad looks somehow cheap and cluttered. Sometimes it can pass as an old style banner normally used by spam and

online scams. The official website has a very clean look that we can associate with a

young, up to date institution. The landing page is something in between website and banner:

Is not interactive, looks boring. Gives information step by step. They don’t display all the information

as they do on the website. The process ad – landing page is fluid and it makes sense

Some who is interested in the UP and wants to find out about the University (and their identity) will Google it and the search results will direct them to the official website

The ones that find the online ad attractive, might be because of the program offerings and the landing page provides information just about that.