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Date: August 15th, 2008
Author: jcarmichael
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One thing that can really come in handy when working to negotiate added value in both Major Daily, and Employment Publications is an Advertorial. Not only can you typically get them published at no charge, they are also very useful in informing your audience about specific programs, upcoming events, or even recent accomplishments in regards to your school. Advertorials can also be a good way to help drive lead flow for certain curriculums that may be struggling as Start Dates draw near - especially when negotiated as added value.
An Advertorial is basically an advertisement that has been made to look like the editorial content of a given publication. They are typically written in the same font and size that is used by the publication itself. One major advantage to using an Advertorial as opposed to sending editorial content to the paper, is that you get to write the content in full, and it will be published unabridged by the publication.
Some important points to remember when creating and negotiating an Advertorial:
- Placement is still key. Treat your Advertorial as if it was any other ad - ask for guaranteed placement in an upper outer corner of the publication. If you can, try to get it placed near one of your other ads as well.
- You are working to gain credibility. As people tend to believe published editorial content over the messages sent in an advertisement, you want to be sure that your Advertorial looks as much like the content that the paper produces itself. If you are working to get an advertorial in more than one publication, make sure that you change the font and text size to match accordingly.
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This is still an ad. You will always still want to include a phone number as well as a Web URL at the end of the Advertorial. “For more information regarding (your school) call 555-555-5555, or visit us on the web at (yourschool.com)
John Carmichael has worked as a media account manager for PlattForm Advertising for the last 5 years. John has been placing media in the US and Canada markets for education, as well as other clientele. He brings with him an education in marketing management from Missouri State Univerisity
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Date: June 23rd, 2008
Author: Career College Central
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How did you get started in career education?
I wish I could claim that I had a grand design for my life when I was 10 years old which dictated my entry into career education. Actually, it did not work that way at all. In fact, my plan was to become a real estate developer like my father. In graduate school, I started teaching, and I absolutely loved it. At that point, I decided to make education my chosen profession.
In your new position as CEO of IEC, what challenges are you most looking forward to?
In collaboration with the talented managers at IEC, I’m looking forward to designing a future that allows our existing schools and future locations the opportunity to serve thousands more students through new ascending programs within existing verticals, as well as offering content through multiple platforms. I also look forward to building and leveraging the capability of our talented staff and managers so they can achieve the extraordinary, and I know that they can be the best in class.
Please describe your values and philosophy in operating colleges.
I have very simple values and philosophy in operating colleges: growth with quality, integrity and a strong commitment to excellence.
How has your background in business and academics prepared you for your new role at IEC?
I think my academic background provides for a more balanced and holistic view on complex business opportunities. Essentially, I consider students to be at the core of our enterprise, and all systems and structures should be aligned to optimally reflect this strategy. This allows the organization to be structured around students and markets and not products.
What is your school’s reputation in the community?
Our two brands, United Education Institute and Advanced Career Training, have a reputation for offering top-quality certificate programs in allied health, business and technology in the communities they serve in California, Georgia and Florida.
Name another professional in this industry whom you admire and explain why.
I have to admit that the person I admire the most is a person who also has a strong background in business and academics: John Sperling, Founder of the Apollo Group and Owner and Operator of the University of Phoenix. John had the courage, tenacity and vision to recognize an incredible need, and he carved a specialized niche for University of Phoenix (UoP). It would be fair to say that John created a new space for many of us, and I admire him for that achievement.
What is your definition of success?
To recruit and educate thousands of students and then help place them in related careers is my definition of success. A large percentage of the students we serve have historically been ignored and avoided by traditional postsecondary education. Many of these students are first-generation college students, and to be able to have the opportunity to change their lives is a gift that I never take for granted.
In your opinion, what is the biggest issue facing career colleges?
The rapid growth of our sector has had many positive consequences for multiple stakeholders. But at the same time, now that we are large and have a voice, we (schools as well as national accreditors) need to be better prepared and plan collectively to deal with state and national issues much more effectively.
About Dr. Fardad Fateri
School: International Education Corporation
Hometown: Irvine, Calif.
College: University of California, Irvine (Bachelor’s Degree); California State University, Fullerton (Master’s Degree); Alliant International University (Doctorate); and Harvard University (Postdoctorate).
Major: BA & MA in Social Science, Ph.D. in Leadership with a specialization in Organizational Behavior, and a Postdoctorate in Management of Lifelong Education.
Accredited by: United Education Institute and Advanced Career Training are accredited by the Accrediting Council for Continuing Education and Training.
Number of Campus Locations: 10
School Curricula: Certificate programs in healthcare, business and technology.
Career College Central is the definitive voice of the career college sector of higher education. Career College Central offers direct access to career college news, press releases, sector-related blogs, poscasts, videocasts and more.
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Date: December 19th, 2007
Author: Jonathan Liebman
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Having just returned from CCA’s First Annual Education Investment Conference in Washington, I’m pretty jazzed about the whole “education for profit” phenomenon. Not that the concept is anything new to me – I grew up in this environment. Still, it was really something to experience the convergence of all the school people and all the money people (actually, I think there were more “money people” than “school people”), with everyone looking for those big win-win deals. The conference made me very proud to be a CCA board member.
The two-and-a-half day event (including the pre-conference boot camp) featured private equity representatives, investment bankers, financial analysts, current and former school owners, lawyers, corporate CEOs, the press – a real who’s who of “the business.” There was a lot of talk about sources of funding, metrics, mergers & acquisitions, legislative and regulatory issues, accreditation, due diligence, audits… anyone who wasn’t really into this stuff would have been bored to tears (call me crazy, but I loved every minute of it!).
It was gratifying to see the tremendous growth and maturation of the for-profit sector of higher education over the past decade and the attendees all so bullish about the future. Some might take a cynical view, as it’s no secret that everyone’s out to make money. But I didn’t feel any of that here. If anyone had doubts about this business not being a surefire way to get rich quick, those uncertainties were quickly refuted. There were plenty of reminders of just how closely regulated we are and how we’re held accountable for student successes via completion, graduation and placement rates, as well as the perils of too-high default rates. More and more members of the investment community are gaining a true understanding of the education business and all the finesse that’s required to work through the challenges that are known only to us school people. What’s more, they’re willing (read: eager) to invest in our sector and make a lot of money doing something good (yes, what we do is good!).
CCA did a remarkable job. The sessions were “just right,” the presenters were experts in their fields and the atmosphere was conducive to doing business in a relaxed-but-serious atmosphere. CCA has a lot to live up to next year. In the meantime, we should be very pleased.
Jonathan Liebman is President/CEO of Specs Howard School of Broadcast Arts in Southfield, Mich. He is a board member of the Career College Association and the Michigan Association of Career Schools. In 2005, Jon was appointed by Governor Jennifer Granholm to the Michigan Higher Education Assistance Authority. Contact him at jliebman@specshoward.edu.
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Date: December 17th, 2007
Author: Michael Mackie
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PlattForm CEO Michael Platt just stumbled into my office and had an enlightening discussion with me about not using the word “industry” to describe the career college sector. Apparently, that’s a no-no … unfortunately, no-no one told me.
Since I’m PlattForm’s Mostest Seniorest Writer, I really should have been a little bit more in tune with what’s going on in today’s career college indus … er, arena.
Granted, we all take pride in the fact that every day we are changing someone’s life. But, at its core, higher education is still a business. My paycheck says so. And, more than likely, your paycheck says so. And, the school groups I write ads for continue their definite and deliberate push to get students in the door.
Somewhere along the way, someone realized the word “industry” was taboo because it makes students sound like herds of cattle. They’re not … of course. Most students I’ve talked to are willing to fork over a ton of money for the chance at higher learning and better jobs. Some business-minded executives are well aware of that … and therein lays the problem. Scant few are focused solely on profits and not students. But if all you see is a dollar bill sign instead of an incoming student, maybe it’s time you got out of the indus … uh, field.
Some of the hard-luck stories I hear from incoming students are enough to break your heart. Many students can barely afford to pay their electric bill, let alone college tuition. All they want is to do better and feel better about themselves … and we help them achieve that.
Call it what you will … higher learning, post-secondary schooling, career training, career-focused education … just don’t call it an industry.
Michael Mackie is an Emmy®-Award Winning Writer/Producer and former Entertainment Reporter who has worked in television advertising and promotion for over 15 years. Mackie has worked and freelanced for a variety of local television affiliates in Des Moines, Orlando and Kansas City. He is currently the Senior Writer/Director at PlattForm – a Kansas City -based marketing, advertising and public relations firm specializing in creative solutions for higher education and all branches of the U.S. military. Mackie has been at PlattForm since January 2004.
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Date: November 12th, 2007
Author: Jeremy Schoen
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Every morning, before I go to work, I read the Kansas City Star. I find out what’s happening in local news. At night, I sit down and watch the NBC nightly news and find out what’s happening in the world. Like most people I listen and read the news to stay informed.
Just before my work day starts, I get online and check out Career College Central. I read about the news and events affecting the career college sector. I learn about new laws and regulations, as well as get insight from other professionals in the sector. I get updates from Career College Central and have them in my inbox when I get to work in the morning. The sign up box is just below the video on the home page.
Today it’s more important than ever to stay informed about what’s going on in our sector. Decisions regarding higher education are constantly being made; legislation that passes in California could someday affect your state. The recent regulatory meltdown has drawn attention to the need for state regulation of for-profit education entities.
Wouldn’t it be great if your Financial Aid staff or Director of Admissions knew about the new rules and regulations that were coming and could start planning in advance? We should encourage our employees and associates to sign up for news updates from sites like Career College Central.
Jeremy Schoen is an Account Executive at PlattForm. He has been with PlattForm since 2003 where his passion is servicing clients in the school sector. He takes pride in finding opportunities that result in putting students in the classroom. Jeremy is also serves as the President of Culture Club which is an organization whose mission is to preserve and further PlattForm\'s culture by embracing diversity, motivating fellow employees and treating one another like family.
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