"Academic Leader" introduces the listener to five graduate students who talk about why they picked St. Ambrose University. The spot emphasizes:
- Regional reputation for outstanding graduate programs
- A leader in programs important to the region
- Variety of accredited programs in health sciences, social services, business and education
- Flexible class schedules
- Convenient locations, making classes easy to attend for working professionals
Similar brand messaging is used for the other spots as well.