Although the University of Phoenix continues to shell out a large sum of money on selling itself -- it spent more on advertising last year than it did for faculty compensation, according to its annual report -- Wrubel is focused on changing how its story is presented.
Like other companies marketing online, the University of Phoenix is considering and adopting new Web advertising strategies, some of which blur the line between advertising and programming.
Being everywhere on the Web, after all, is not the same as being understood or valued.
Wrubel wants to encourage faculty members to have blogs so that when a person searches on a given subject, the results might lead them to the University of Phoenix. He speculates that the company could produce reality-TV "webisodes" involving people going back to school -- a way to find and engage the target audience.
Employee blogging is the most obvious way to build an online presence and influence search results. It is going to take a while for that to sink in.