By University of Phoenix
PHOENIX, May 16, 2017 — University of Phoenix today unveiled a new brand campaign that highlights the need for American workers to evolve in order to not be left behind in a rapidly changing world. The campaign is designed to speak to a workforce that is experiencing technological disruption — projections from the U.S. Bureau of Labor Statistics indicate that production occupations are set to decline as technological advancements are replacing many manufacturing jobs that make up a large share of these occupations1. University of Phoenix alumni who have reinvented themselves and started new careers through their pursuit of higher education are featured in several campaign elements.
“Our world is changing, and working adults today are beginning to recognize that, in order to get the most out of their careers, they may need to make some changes as well,” said Joan Blackwood, senior vice president and chief marketing officer for University of Phoenix. “University of Phoenix helps our workforce pursue their educational and professional dreams by providing a career-relevant education that prepares individuals to update their skills or even change careers entirely. We enable people of all backgrounds to obtain the skills needed to rewrite the future for themselves, their families and generations to come.”
The new brand campaign features an animated film for TV that focuses on empowering personal reinvention. The 30- and 60-second spots show an empowered female character, Rosa, who overcomes a challenge and creates a better life for herself and her family by taking action and seizing on an available opportunity to enroll at University of Phoenix. The character of Rosa represents University of Phoenix graduates who pursued higher education to reinvent themselves to become more marketable in today’s workforce. To further illustrate the story of Rosa, the campaign will tell the stories of University of Phoenix alumni, introducing individuals who have reinvented themselves and started a new career.
Cindy Banton, Doctor of Management in Organizational Leadership with a specialization in Information, Systems and Technology, 2014
In a short window of three years, Banton was laid off from an upper management job and diagnosed with cancer. Having a dream of starting her own consulting firm, she knew that having an education would strengthen her marketability. She enrolled with University of Phoenix to earn her doctorate and was able to implement what she learned in the program into her business. She is now the founder and CEO of Avid Consulting.
Daniel Gatz, Bachelor of Science, Information Technology, 2014
In 2006, Gatz retired from the U.S. Air Force and began to pursue a career path in security. After earning his first degree, he pursued a second degree in Information Systems Management at University of Phoenix, which he earned while working a full-time job. The networking and technical skills that Gatz received through education helped him to achieve his goal of becoming an IT consultant. He has since worked his way up to a senior analyst for a leading telecom company.
Danny Kim, Master of Science, Criminal Justice and Law Enforcement Administration, 2016
When he was six years old, Kim escaped a Khmer Rouge labor camp and journeyed to the U.S. as a refugee. In high school he remembers a career day where he met firefighters and police officers who introduced him to a career in law enforcement. At the age of 23, he became a police officer and later enrolled with University of Phoenix to pursue a degree in criminal justice. He then went back to earn his master’s degree. He had never imagined that he would have a college degree, and now he is a police detective.
“Innovation is not only essential to the success of large enterprises and small businesses, but also to the success of an individual,” said Dennis Bonilla, executive dean of the College of Information Systems and Technology at University of Phoenix. “Rapid advances in technology, like machine learning, artificial intelligence, robotics, data analytics, virtual and augmented reality and nanotechnology, are driving the biggest disruption in the workforce since the industrial revolution. The biggest issue we are hearing from employees in the IT field is that they need to acquire and demonstrate innovation and creative skills in order to advance their career. That’s why we are prepared to arm individuals with the 21st century skills they need to confidently reinvent themselves and their careers.”
University of Phoenix has specialized in serving a diverse group of students, including working adults and parents, since its founding more than 40 years ago. Through its ongoing work to provide resources tailored to these students, and courses aligned with the industry skills and competencies today’s employers are looking for, the University has continued to evolve with the needs of its students. Recently released data about University of Phoenix students from the 2015 Academic Annual Report, shows that 76 percent work while earning degrees, 67 percent have dependents at home, 45 percent are underrepresented minorities and 60 percent are first-generation college students.
For important information about the educational debt, earnings, and completion rates of students who attended these programs, visit phoenix.edu/programs/gainful-employment.
About University of Phoenix
University of Phoenix is constantly innovating to help working adults move efficiently from education to careers in a rapidly changing world. Flexible schedules, relevant and engaging courses, and interactive learning can help students more effectively pursue career and personal aspirations while balancing their busy lives. As a subsidiary of Apollo Education Group, Inc., University of Phoenix serves a diverse student population, offering associate, bachelor’s, master’s and doctoral degree programs from campuses and learning centers across the U.S. as well as online throughout the world. For more information, visit phoenix.edu.
1 U.S. Department of Labor, Bureau of Labor Statistics. (2015, December 17). Occupational Outlook Handbook, Production occupations. Retrieved May 9, 2017 from https://www.bls.gov/ooh/production/home.htm