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DeVry University – Where the Jobs Are
SITUATION
The 2008/2009 economic downturn paired with a flailing job market prompted an influx of students to enroll at career-oriented universities. DeVry soon found itself in a unique situation – not only was the university enrolling a record number of students, they needed more professors and staff to accommodate the inundation of students. Westbound teamed with DeVry to develop a two-pronged, aggressive media relations campaign to highlight 1) the university’s recession-resistant education and 2) advertise the many employment opportunities at DeVry (a rarity during the economic implosion).
IMPLEMENTATION
Westbound’s media relations campaign for DeVry serviced more than 20 campuses and center locations in the Western Region: California, Oregon, Washington, Nevada, Arizona, Colorado and Utah. Westbound targeted specific English and Spanish language media for print, radio and television in each state. As unemployment rates soared, news outlets began to shape stories to help jobless Americans find work. Westbound capitalized on this media angle for DeVry and secured coverage, like KABC’s “Where the Jobs Are.” Westbound also created media opportunities including a weeklong media series for LA’s Telemundo. Westbound sold reporters with catchy and customized pitches that utilized market research.
RESULTS
Westbound exceeded media goals (five media hits) by securing 10 stories in print, television and radio- Phoenix KFNN, Phoenix Business Journal, Univision, the Press-Enterprise, La Prensa, Westminster Window to name a few- resulting in more than 625,000 media impressions! Westbound secured impactful stories, increased awareness of DeVry opportunities and expanded the university’s brand identification as a leader in the education industry- all within a minimal retainer budget!
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