This document discusses the importance of delivering a consistent brand experience across all touchpoints for DeVry University. It emphasizes that the brand experience is a consumer's lifetime relationship with the brand from initial interest through advocacy. The brand experience is important because it drives loyalty, encourages positive word-of-mouth communication, and enhances bottom-line results. DeVry University aims to be "THE Career University" by mentoring students and aligning programs with in-demand careers. The document outlines plans to ensure a consistent brand experience is delivered systemwide through national coordination of communications, consistent campus presentations, regular site visits and leadership education on the importance of the brand experience. Progress will be measured through student feedback and promotion metrics