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DeVry University recently sent a mailing to 1.1 million potential students as part of an ongoing rebranding effort.

The drop went out in January and February. It targeted two distinct audiences: young adults between the ages of 18 and 24 and 25- to 44-year-olds who've had some college or are in a career and want to return to school for further advancement, according to Matt Morano, vice president and account director at The Marketing Store, DeVry's Chicago-based agency.

To reach these groups, the school used lists such as a compiled master file of adults interested in higher education.

But DeVry also wanted to attract students for specific studies. For example, it offers a degree in video game and simulation programming and has tried subscriber files from gaming magazines to isolate likely students.

Despite the rebranding push, most of the mailings used the same control format as before: a No. 10 double-window envelope with a letter and questionnaire about educational goals and a business reply card. As it has done in the past, DeVry stressed its track record in the letter.

“We highlighted our impressive graduate statistics of 90/40,” says university spokeswoman Donna Shaults. “In short, more than 90% of DeVry University graduates in the job market are employed in their chosen field within six months after graduation.”

The rebranding move began last year to help build market share. DRTV, print, radio and billboard ads also have been reworked.