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University of Phoenix Tries to Change Reputation

With more and more people questioning the legitimacy of University of Phoenix, especially with both federal and state investigators looking into their practices, UoP has launched a new campaign attempting to try to change its reputation.

Gregory Cappelli, CEO of Apollo Education told investors last month that, “We believe these initiatives, along with our campus realignment and other actions we’ve taken previously will form the foundation for a stronger university with higher completion rates and improved student satisfaction, and will support our goal to transform University of Phoenix to a more trusted, focused, higher-retaining and lower-complexity institution.”

The ads, which were created by 180LA, according to Advertising Age, focuses on working adults and negative perceptions. One ad features a modified version of the song “If I Only Had a Brain” from The Wizard of Oz, which plays as a diverse group of students finds time to study while caring for family or working. Other ads feature Phoenix alumni responding to online criticism of the institution and their degrees.

So my kids don’t have to forage / Got two jobs to pay a mortgage
And I’ve also got a brain.
Life’s short, talk is cheap / I’ll be working while you sleep
Still don’t think I’ve got a brain?

You can try, I’ll do it faster / I was born a multitasker
I was raised against the grain.
Took two bullets in the chest / Got three kids, I never rest
And I’ve also got a brain.
You think a resume’s enough / Will step up when things get tough
Don’t you want that kind of brain?
A degree is a degree / You’re gonna want someone like me
But only if you have a brain.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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