University of Phoenix is one of the most direct and efficient marketers in the world. In 2009, the "I Am a Phoenix" campaign added emotion to their advertising and increased their leads as much as 375% in certain markets.

For years, University of Phoenix was one of the most efficient direct marketers on the planet. But it was time for them to tell a larger story. The “I Am a Phoenix” campaign infused their marketing with emotion. The real stories of University of Phoenix student inspired thousands of others to pursue their dreams of higher education.

As a result, the number of students calling and searching for the University nearly doubled.

Lead generation in the test markets increased 3 to 5 times over their previous averages after the “I Am a Phoenix” work broke. Besides an impressive increase in lead generation in test markets, the “I Am a Phoenix” campaign has helped instill a new sense of pride in the University and has also raised the public profile of the University as a serious academic entity.