University Of Phoenix Allies Itself to Bloggers
Awhile ago, The Economist published an article about digital nomads, a growing class of workers that aren't anchored to an office. (Typically they're anchored to wi-fi, possibly the cruelest micro-manager of all.) People like this now constitute 30 percent of the US workforce.
I don't think most people think all-online professions are very realistic ("Clearly she's a trustafarian!"), so articles like The Economist's are a big step toward legitimizing them to pinstriped peers and bummed-out parents.
The University of Phoenix knows a little somethin' about struggling for legitimacy. (Online masters degrees? Is that like vocational school for fat-asses?) So it's decided to affiliate itself with a small (but charming!) sect of online laborers: bloggers.
The text in the ad at left describes a very busy girl: "19 years old, works part time, blogs daily, goes to school online." See how they snuck that "goes to school online" thing in? Also, I'm lovin' how they say "blogs daily" as if it's a hefty undertaking. When you do it daily, it is!
"If she can do it, so can you," the University beams. "Have a life and earn a degree."
Topic: Brands, Campaigns, Good, Online, Packaging
Aligning yourself to bloggers? Sounds like an uphill battle to me.
I was actually disappointed that "allies itself to bloggers" is just a poor banner ad that uses a blogger insight. Instead, why not actually DO something for bloggers. Say, a free class on "better blogging" or an introductory discount for bloggers.
I wrote up more over at my Marketing With Meaning blog. Would love your thoughts, Angela.