Challenge:
DeVry University enlisted LCI to create, promote and reinforce regional awareness of Northern California DeVry University locations to media outlets, prospective students and opinion leaders – all with an eye towards enhancing DeVry’s brand awareness and reputation throughout the region, as well as increasing student enrollment in Northern California. Recently accredited as a national university, the former DeVry Institute of Technology looked to LCI for assistance in positioning its new accreditation as well as in promoting its successful computer science, bio-technology and engineering programs as well as graduates and alumni throughout Northern California.

Strategy:
LCI began targeted outreach to key education, technology and business writers in five Northern California markets (San Francisco, San Jose, Sacramento, Fremont and Fresno). We soon discovered that working press had only minimal knowledge of the school and its students. LCI quickly adapted the approach to create forums for media backgrounders which could communicate basic facts about the schools and their graduates before addressing specific programs. Then, LCI also began outreach to DeVry faculty to help identify news and noteworthy student success stories.

LCI led a “PR 101” and media training session for DeVry University deans and other top-ranking personnel to educate faculty about the needs of print and broadcast media – and to solicit their ideas about newsworthy campus events. By creating an informal news bureau on each campus, faculty was encouraged to identify both relevant news stories as well as
students whose achievements might be interesting to the press.

While mining these news bureaus, LCI uncovered a great story: Technology Day at the Fremont campus, a day in which students were showcasing innovative new technologies – including a never-before-seen bi-pedal robot that exhibited all the great traits of a great news story.

Results:
With the help of DeVry faculty and staff, LCI was able to raise the visibility of DeVry University with major news outlets, including the San Francisco Chronicle, Oakland Tribune, Fresno Bee and others. By identifying and promoting the Senior Technology and Innovation Day, LCI was able to interest Bay Area press in covering the DeVry student inventions, especially a bi-pedal robot with advanced voice recognition technology. LCI leveraged this opportunity with great success. In addition to a lead story on the front page of the San Francisco Chronicle’s business section. LCI also secured additional coverage in the Oakland Tribune, Contra Costa Times and Fremont Argus. LCI also marketed DeVry’s success as the number one producer in the country of hispanic graduates in computer sciences.

Testimonial:
“Hiring LCI to facilitate a PR boost program for DeVry University’s Northern California locations proved to be a tremendously smart decision.  The MVP-level account team was strategic and methodic in seeking out positive exposure opportunities with targeted media.  The team’s intent to truly understand DeVry’s core educational values was clear.  The resulting placements in top-tier market outlets definitely exceeded our expectations.”
-- Dan Dement, West Region Public Relations Manager, DeVry University