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Alumni Success Forms Foundation for DeVry University Brand Campaign

Oakbrook Terrace, Ill. (PRWEB) February 13, 2008 -- With undergraduate new student enrollment on the rise for nine consecutive semesters, DeVry University (http://www.devry.edu) unveils a career-focused (http://www.devry.edu) brand marketing campaign this quarter, substantiating what technology industry insiders and a growing number of corporate Human Resources departments have known for decades: DeVry University graduates are in high demand, frequently edging out graduates from traditional universities.

DeVry University's "We Major in Careers" (http://www.devry.edu) campaign is based on some impressive achievements. System-wide, 93 percent of DeVry's October '06 and February and June '07 graduates in the active job market were employed in their fields within six months of graduation at an average salary of $43,000. Furthermore, since 1975, 227,605 undergraduate students system-wide have graduated from DeVry and 90 percent of those in the active job market were employed in career-related positions (http://www.devry.edu) within six months of graduation.

"The rising cost of a college education has prompted a growing number of students and their parents to ask, 'What am I getting in return for my hard-earned tuition dollars?'" said David Pauldine, president of DeVry University. "A DeVry University education ensures quality, practitioner-oriented curricula and a dedicated Career Services program committed to providing our undergraduate students with a return on their educational investment, helping them earn a good paying job in their career field of choice upon graduation."

Additionally, the campaign uses the opportunity to address a misconception still held by some that DeVry (http://www.devry.edu) is a technical or vocational school rather than a university, accredited by the same agency that accredits leading traditional schools, including the University of Michigan, the University of Chicago, and Purdue University. The "Careers" (http://www.devry.edu) campaign strategy positions DeVry University around two key attributes: reputable accreditation and degree programs that employers value. Delivering qualified university graduates to industry is a niche DeVry is sufficiently positioned to own.

What Employers Say

"DeVry has been consistent in providing us with employable talent across multiple levels of operations that are critical to maintaining our industry leadership," said Ty Codner, a regional recruiting manager at Enterprise Rent-A-Car. "Not only does a DeVry graduate make an immediate impact based on their work experience but that person is uniquely coupled with a technical tone business acumen that sets them apart from others."

DeVry University has also grown to become a vital source of talent for some of the leading Research and Development centers in the country. "We have over 100 DeVry graduates supporting the scientific and engineering efforts at the Livermore lab," said Randolph Pico, National Security Engineering Division Superintendent at Lawrence Livermore National Laboratory. "Graduates from the DeVry electronics, computer, business and technical management programs have excelled. Peers of mine confirm the combination of hands-on and theory is desired at national laboratories from coast-to-coast." Notably, Pico is a DeVry graduate himself.

The Campaign

DeVry's "Careers" brand marketing campaign, developed by Chicago-based global brand-building powerhouse The Marketing Store, reflects more than a year's worth of in-depth consumer, marketplace and brand research that led to the unique and defensible brand strategy. The Marketing Store's creative team, which counts McDonald's, Symantec, Nissan, Coca-Cola, Kraft Foods, Diageo, Allstate and General Mills among its satisfied clients, created a new "look and feel" to apply to the campaign. "Real stories from real students" will accompany updated color schemes and include language that is more in tune with DeVry's evolved brand attributes, graduate employment success and university accreditation.

And while the brand positioning of DeVry University has evolved, the mission of the educational institution remains the same, said Pauldine. "Everything DeVry does is focused on helping our students get started or enhance their position in their career of choice--and we simply do this better than anyone else in the industry. We look forward to educating the world as to the reality and value of a DeVry University education."

About DeVry University

As one of the largest degree-granting higher education systems in North America, DeVry University provides high-quality, career-oriented associate, bachelor's and master's degree programs in technology, healthcare technology, business and management. More than 57,000 students are enrolled at its 89 locations in 26 states and Canada, as well as through DeVry University Online. DeVry University is accredited by The Higher Learning Commission of the North Central Association (NCA), www.ncahlc.org. DeVry University, a division of DeVry Inc. (NYSE: DV), is based in Oakbrook Terrace, Ill. For more information about DeVry University, visit http://www.devry.edu.

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