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June 29, 2018 | Brief
THE 2018 EXCELLENCE IN NEW COMMUNICATIONS AWARDS
CATEGORY | COMMUNICATIONS, COMMUNITIES & COLLABORATION, ACADEMIC DIVISION
The issue being addressed The Ana G. Mendez University System (AGMUS), established in Puerto Rico more than 65 years ago, has opened five campuses in the US during the past 15 years. They have a unique model of education for higher education which teaches students in Spanish and English (1 week each, alternating) throughout the completion of their degrees. The students finish their studies competent in two languages, an asset in the workplace, especially in areas with high concentrations of Spanish-speakers.
The university system has conferred 4,000 degrees between associate’s, bachelor’s, and master’s in the past 15 years.
The challenge was to attract more leads for prospective students to apply to the five university campuses located in Orlando, Tampa, and Miami Lakes, in Florida; Dallas, Texas; and Wheaton, Maryland.
THE TARGET AUDIENCE The student body of the Ana G. Mendez University System (AGMUS) has usually comprised adult students ranging in the ages of 30-40 years old. A large percentage are women—mothers or head of household who want to better the economic status of their families.
The campaign created—VALOR (Courage)—aimed to attract a younger, Hispanic millennial audience, aged 21-30, who would speak Spanish at home but who are also versed in the English language. The flexibility of daytime and nighttime courses as well as accelerated five-, eight-, and ten-week periods is also an attractive component of the univers
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