Career Education Corporation Selects Experian(R) for Highly Targeted Media Planning Analysis

SCHAUMBURG, Ill., Aug. 14 /PRNewswire-FirstCall/ -- Experian, a global information solutions company, today announced that Career Education Corporation (CEC), the world's largest on-campus provider of private, for- profit postsecondary education, has selected Experian and its advanced media planning solution, Addressable BehaviorGraphics, to build more effective and relevant media planning to increase student enrollment.

CEC, which provides high-quality education to more than 95,000 students at over 80 campuses around the world, wanted to better understand the media habits of the students most likely to enroll in its classes. Addressable BehaviorGraphics provided CEC with detailed reporting on locations and preferences of their best student prospects. As a result, CEC can identify the most effective marketing communications to capture the attention of potential students while improving the efficiency of its ad spending.

"As technology and media channels continue to become more varied and more personalized, it becomes increasingly harder to reach one's target audience," said Paul Misniak, 1st vice president of Advertising for Career Education Corporation. "Experian's Addressable BehaviorGraphics solution provided our company with detailed consumer and media information to plan and reach our high potential enrollees."

Experian worked closely with CEC to identify its target audiences and prioritize the geographic markets by target penetration. Utilizing detailed reports and mapping provided by Addressable BehaviorGraphics, CEC will be able to deliver integrated marketing communications effectively and efficiently across multiple channels while allowing the company to prioritize its advertising budget to reach only its most profitable target audience.

Career Education Corporation Selects Experian for Media Planning Analysis

"Today's consumers are adapting to increasingly customized communications channels," said Deborah Zuccarini, group president of Experian Marketing Solutions. "The most effective way to reach these consumers is through a strong understanding of their media behaviors. Experian's Addressable BehaviorGraphics provides our clients with a single view of their most profitable customers and provides added insight to evaluate media options."

Addressable BehaviorGraphics leverages client data, such as existing primary research, branding studies and customer lists, with Experian's consumer data assets and media-consumption intelligence to provide a consistent customer view that bridges mass, direct and addressable media. Addressable BehaviorGraphics creates index reports, charts and maps that define the target audience against targeting and media-usage categories in order to assist advertisers in increasing the effectiveness of their advertising spend across all media channels.

For more information on Addressable BehaviorGraphics, as well as Experian's other addressable media solutions, please contact Kosta Skoulikaris at 224-698-5995.

About Career Education Corporation

The colleges, schools and universities that are part of the Career Education Corporation (CEC) family offer high quality education to more than 95,000 students across the world in a variety of career-oriented disciplines. The 80-plus campuses that serve these students are located throughout the U. S., Canada, France, the United Kingdom, and the United Arab Emirates and offer doctoral, master's, bachelor's, and associate degrees and diploma and certificate programs. Approximately one third of students attend the web-based virtual campuses of American InterContinental University Online and Colorado Technical University Online.

For more information see http://www.careered.com/ . The company's website also has a detailed listing of individual campus locations and web links for its 80-plus colleges, schools and universities.

About Experian

Experian is a global leader in providing value-added information solutions to organizations and consumers.

Experian provides information, analytics, decision-making solutions and processing services. Using its comprehensive understanding of individuals, markets and economies, it helps organizations to find, develop and manage customer relationships to make their businesses more profitable.

Career Education Corporation Selects Experian for Media Planning Analysis

Experian promotes greater financial health and opportunity among consumers by enabling them to understand, manage and protect their personal information, helping them control financial aspects of key life events and make the most advantageous financial decisions.

Experian works with clients across diverse industries, including financial services, telecommunications, health care, insurance, retail and catalog, automotive, manufacturing, leisure, utilities, e-commerce, property and government. A subsidiary of GUS plc with headquarters in Nottingham, UK, and Costa Mesa, Calif., Experian employs more than 12,500 people in 28 countries worldwide who support clients in more than 60 countries. Annual sales are in excess of $3.0 billion.

For more information, visit the company's Web site at http://www.experian.com/ .

The word "Experian" is a registered trademark in the EU and other countries and is owned by Experian Ltd. and/or its associated companies.