Ten years after the advent of online universities, many community colleges still did not offer their courses via the internet, and very few offered a complete associates degree online. Research uncovered a demand for online education among students currently attending campus-based community colleges.
The strategy for this campaign focused on informing recent high school graduates and current community college students that they had an online option. The primary messages were: Yes, you can earn your college degree and there is a better alternative to the campus-based college or university you are currently enrolled at. Because many of these students could be reached through the local (low-resolution) college newspapers, most of the ads were black-and-white and all-type. The tone of the ads and fast-paced radio spots was purposely bold and somewhat playful.
The campaign was launched right after Axia College was founded in March of 2004. By September of 2006, they were the largest, and fastest-growing two-year college in the U.S. with more than 50,000 students. When the campaign began, lead volume overwhelmed the capacity of their enrollment advisors, and remained healthy for two years.