Rebranding Campaign

American Public University carved its niche serving working adults as a convenient and flexible alternative to higher education. But the pandemic forced many traditional institutions into the online space, creating a more competitive environment. To counter the competition, APU began targeting younger prospects who had become accustomed to online learning during the pandemic and sought more affordable learning options. A social media campaign launched APU’s fresher look with sassier copy, focusing on The Power of Zero as its concept.