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Kaplan University in Iowa has always had a different perspective to higher education and has been striving to unlock talent of adult students by providing them with a student centred education that is both practical and prepares them for lucrative career options in some of the popular and fast growing industries.

Recently a unique “talent campaign” was launched by the Kaplan University. This program is designed in such a manner as to create awareness that today’s students, especially the adult learners are not taught in traditional classrooms. This campaign helped offer a lot of flexibility to students by leveraging technology and communicating new approaches in order to make higher education accessible to a broad and relevant group.

According to Kaplan’s CEO and Chairman Andrew S. Rosen, this campaign makes a strong statement that proves that more has to be done by the US traditional higher education system to meet the demands of especially the working adults who struggle to balance their education, families and jobs. He went on to way that Kaplan gave students a lot of opportunities to meet their needs by customizing their education and help them achieve their goals by providing support and valuable resources by rewriting higher education rules.

This ad campaign program closely follows the study conducted in August 2008 by the National Center for Higher Education Management Systems. According to this study, in order to match the percentage of educated adults figure with other nations, America will have to get at least 63.1 million people to complete their degrees.

This talent campaign which was initiated on January 6th 2009 and high definition ads are posted on the Internet, print and national broadcast media. On CBS television, these ads were be aired for one month. Newspapers such as The Washington Post, the New York Times and the USA Today featured full page spreads of this ad inviting anyone interested including administrators, educators and students to take part in an online conversation regarding this issue.

The sixty second debut ad depicts a professor lecturing to his students and apologizing to them explaining that it is not really necessary to limit higher education to traditional universities and classrooms. He goes on to say that students who cannot access these colleges can be taught by alternate methods. As parents and employees, today’s coursework has to be suitably customized to the convenience of students. A Different School of Thought is the tagline of this university which describes in detail as to how Kaplan is taking all efforts to redefine the system of higher education.

A second commercial features certain unexpected locations where you can find school desks. This provides a visual representation of the transformation taking place which does not really require students to sit in traditional classrooms and portrays a sense of freedom wherein students can learn from virtually anywhere.

A more inclusive college student picture is portrayed by the Kaplan University online ads and print which features individuals such as lifelong learners, professionals and stay-at-home moms as college students.