If there's one thing that's consistent throughout the for-profit education category it's this: It's not easy. It's not easy for the non-normative students (people who don't take the more "typical" route and go right to college after high school) to believe they can go back to school and succeed. And it's not easy for marketers to believe they can do good work, especially with all the scrutiny post-secondary education (and particularly the for-profit's) are feeling right now. Of course, we helped Strayer University and its students trust that we were ready to rise above it all and change lives for the better. And that's something mighty easy to rally around.