Ashford University

PROJECT OVERVIEW 

Written by experts, this content will engage and inform prospective students about a relevant, buzz-worthy topic to help encourage them to further their education with an online degree.

CONTENT OBJECTIVES:

• Drive blog and general site traffic with original, quality content.
• Inspire prospective students to enroll with Bridgepoint Education.

WHO THE READERS ARE:

• Prospective students:
  • African American women in their mid-30s.
  • Parents (single or married).
  • Those looking to balance education with other responsibilities.
  • Those looking to further their careers or change careers. 

WHAT ASHFORD CONTENT IS: 

• Personable: Content should speak to readers on a peer-to-peer level, with a conversational tone and a blog-style approach.
• Unique: Though focusing on broad appeal, content should have a defined point of view and provide new, refreshing information on modern education. 
• To the Point: Information should be easy to digest and quickly consumable. 
• Empowering: Content should inspire prospective students to achieve their goals, giving them the guidance they need to do so. 

WHAT ASHFORD CONTENT IS NOT:

• Corporate: Blogs should not sound like advertisements. Each piece of content should have a personality.

ADDITIONAL EDITORIAL RULES:

• Emphasize Ashford University’s four main pillars:
  • Relevance: There is a wide variety of classes to choose from, covering a range of skills and interests.
  • Technology: Online, mobile and cloud resources keep students connected from anywhere.
  • Community: Students don’t need conventional classrooms to meet their peers. The online schooling community is a diverse and welcoming family.
  • Tradition: Commencement/graduation is still an honored ceremony. 
• Do not reference Ashford University explicitly — Forward Thinking is designed for a general audience of adult learners.
• Write in the second person when referring to the reader.
• Use an informal tone — feel free to use contractions, slang, and jokes.
• Favor more succinct formats: online readers often respond better to bulleted lists than paragraphs. 

WHERE THE CONTENT WILL LIVE:

• Forward Thinking blog (http://forwardthinking.ashford.edu/).