The initiative marks the unofficial start of the university's national campaign to position itself as the leader in practice-oriented education and a center of academic excellence in Boston. The key messages of academic excellence, national leadership, and practice-oriented education will be reinforced. Additionally, we have the opportunity for highly segmented target marketing of specific university programs.
Ads typically run four to six weeks but can be changed as frequently as the university chooses.
For University College, the AOL partnership is a new way of attracting students in the face of increased competition, according to Leon Zaborowski, vice provost for adult and continuing education. Moving to the Internet is a major shift for us. But this is where the consumers we hope to serve are. Other colleges are assessing their needs and audiences to maximize the partnership's benefits. For instance, Terry Hofmann, associate dean and director of College of Business Administration graduate programs, said she plans to use the site to help promote the college's graduate information sessions.