Education America has awarded its advertising account to Mangan Holcomb Rainwater Culpepper.
The Little Rock, Ark., agency won the creative and media account of the local client in a review that focused on strategic capabilities, according to shop president Steve Holcomb.
Education America operates 18 campuses across the country that offer two-year degrees and certificates primarily in business, technology and health sciences.
The company has hired Mangan to help it rebrand itself. While some of the campuses are known as Education America, others are known as Remington College, Southeast College of Technology or Tampa Technical Institute.
Following years of acquisitions and organic growth, Education America wants to operate under one name, according to client chief operating officer Pedro De Guzman.
Mangan will participate in name development and will create the company's new logo. The shop will also handle advertising and public relations that will be targeted at administrators, staff, students and the surrounding community of each campus.
The ad campaign will break in the the spring to complement the name change.
Holcomb said his agency's pitch team presented case studies demonstrating how Mangan has helped create and launch new brands like First Security Bank Corp. of Searcy, Ark.
Holcomb also said the client liked the idea of slightly altering the marketing of the brand from market to market. "Our research showed these colleges are considerably different," he said.
De Guzman said three undisclosed agencies were also involved in the review. Mangan offered "the best balance between all the things we wanted to do," he said.
The school competes with other so-called proprietary colleges like DeVry University and ITT, as well as community and junior colleges.
This is the first brand effort for Education America, which has re-lied solely on the direct-marketing services of Datamark of Salt Lake City and Marketing Solutions in Little Rock. Those relationships will continue, De Guzman said.
De Guzman said Education America will spend $13 million on advertising activities this fiscal year.
CMR reported the educational organization spent $4 million on media last year, a figure De Guzman said is low.