MILITARY BENEFITS

Virginia College News

An ongoing direct mail campaign and the latest in a series of television commercials reflecting the school's new branding promise has earned Virginia College more national recognition. The schools, owned by Birmingham-based Education Corporation of America (ECA), received bronze awards for each campaign. The awards are presented by Admissions Marketing Report, a national newspaper devoted to college admissions marketing, judged by marketing professionals who consider efforts by schools of all types from all over the country.

The Virginia College direct mail effort is a print-on-demand piece mailed to potential students who inquire about the school via the Internet. The copy and images on the piece are customized with the inquirer's name and academic area of interest along with career information for that field. The object of the mailing is to give potential students more information about the career field of choice as well as to encourage them to speak with an admissions associate when contacted and to set an appointment to further discuss educational opportunities. It goes to all who inquire electronically about Virginia College on-ground campuses and to a sub-set of inquiries about Virginia College Online.

The television commercials feature actors in job settings typical of prospective students. The actors talk about their reasons for returning to school to seek a new career, and how Virginia College enables them to be able to do it. The commercials are designed to emphasize the strong brand promise of Virginia College and to differentiate the schools from other possible educational choices.

Both the direct mail and television creative were produced by Norton Norris, Inc., of Chicago, Illinois, under the direction and supervision of the ECA in-house marketing department.

"We don't necessarily set out to win awards with our marketing," says Don Keith, ECA Vice-President of Marketing Communications. "We are simply trying to inform potential students about the advantages of continuing their education in career programs offered by our schools. Still, it is nice to be recognized for our efforts by those in the business. We especially appreciate the work and creativity of Vince Norton and his group in Chicago as well as our own marketing staff. And proud of the schools themselves who go out everyday and fulfill that brand promise!"

In 2007, Virginia College advertising efforts received national awards from Service Institute of America and two regional Addy awards.