01 —
Approach
Lead the conversation.
The U.S. Senate Committee on Health, Education, Labor and Pensions issued a blistering report on for-profit colleges, claiming the category put profits before students. Rasmussen University was called out publicly, but an in-depth analysis of the issue revealed an opportunity for Rasmussen to tell another side of the story.
The University stepped into a charged media environment, choosing to lead the conversation by showcasing two years of steady improvements in retention rates, graduation rates and reduced student debt.
A scathing report on for-profit colleges offered Rasmussen the opportunity to tell a different story.
A fact-based campaign announcing student-centric programs led to positive media coverage in the midst of industry turmoil.
A tradition of community relations helped Rasmussen maintain its positive reputation in campus markets.
02 —
Results
- Positively differentiated Rasmussen from other for-profit institutions named in the report
- Strengthened community relationships in campus markets
- Ignited industry change through innovation in student-focused programs, including tuition reductions
- Became thought leaders and go-to sources for media on complex industry issues