Faced with an onslaught of online universities and extension programs, UCLA was rapidly losing ground in the continuing education marketplace, with a reliance on outdated advertising that was failing to attract a new generation of adult students, even though demand was exponentially rising.
Upon identifying quality of instruction as the universal X factor for adult students, we uncovered a truth that UCLA had never expressed, which is that its instructors are among the most revered in their fields. The campaign twist is to value accessibility over exclusivity, creating layered content that reveals who these professionals really are, and why they chose to teach, which speaks to quality of insight and experience as well as curriculum.
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