Objective: Align a university mentality more with a military mentality.

Strategy: Use imagery that speaks to the viewer and assures the viewer the university understands the target market: the military. "The ultimate challenges require the ultimate advantage ... An educated mind" made the connection.

Results: This second ad in the series for American Military University caused a 22% increase in applications and a 20% increase in enrollment. The slogan "Push Your Mind" brought unique focus to the overall campaign. It identified with the target market and made the connection to their specific needs.