With a new blend of market-focused design and technology curriculum, the International Academy of Design & Technology (IADT) is unveiling a new marketing and advertising campaign designed to reposition the school and attract new students.
“IADT goes beyond simply preparing students for the real world by aiming to equip students with a set of design and technology skills that will help enable them to lead within their profession,” said Erik Parks, Senior Vice President, Design & Technology Education Group at Career Education Corporation, which operates IADT. “The need to not only possess the design and technology skills, but to also know how to successfully lead projects that combine the two disciplines, is an important message for aspiring professionals. So we’ve invested in this new campaign to help tell the IADT story and our vision for the future.”
“IADT is a different kind of school,” added Jeff Lichtman, Vice President, Brand Marketing & Strategy and Chief Marketing Officer for Career Education. “By blending design and technology together, IADT students are able to see, think and even listen differently than their peers. We were looking for an idea that could bring this unique benefit to life in a compelling way.”
The new campaign, developed in conjunction with Fathom Communications’ Chicago office, is driving both brand-building and direct-selling efforts including multiple direct response TV ads, print, radio, transit outdoor and digital as well as a newly re-designed collateral and direct-selling systems. The campaign launches in Chicago, Detroit, Las Vegas, Orlando, Sacramento, San Antonio, Seattle and Tampa later this month.“IADT’s curriculum is industry-current, so we wanted to focus on how students directly benefit from their experience at the school,” said Mark Wiegard, Creative Director at Fathom, Chicago. “We developed an idea designed to be provocative enough to invite students in and to re-think how they can contribute to the field with a whole new set of skills and training.”
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