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.
- 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/).