Dive Brief:

• The University of Akron has added fake infomercials to its marketing campaign aimed at getting students to take at least 15 credit hours per semester.
• The goal of the university’s Finish In Time campaign, which began last year, is to boost the school’s on-time graduations. Its six-year graduation rate, which determines state funding, has been 40% or below in recent years, the Akron Beacon Journal reported.
• The marketing campaign also includes posters, videos on internal message boards, new student orientations, discussions with parents, and academic advisers pushing the concept.

Dive Insight:

The infomercials attempt to use humor, channeling famous TV pitchmen to urge students to take at least 15 credits, additionally pointing out that tuition is just the same for 12 credits. The number of first-time, full-time freshmen taking at least 15 credit hours rose 28% this fall compared to one year earlier, with more than 50% of the university’s freshmen now on track to graduate on time.