Marketing for a Massive Online University

Back when Southern New Hampshire University was still a small regional institution with a modest online presence, Paul LeBlanc, the university’s president, called a meeting with his online team.  The group watched as LeBlanc opened the University of Phoenix’s website, filled in a request-for-information form and placed his cellphone on the table. A few moments later, the phone rang. It was a Phoenix representative calling, ready to help the president enroll in an online degree program.