When a higher ed institution speaks to an audience of primarily non-traditional demographics, it takes a uniquely positioned branding effort. Carrying a message that would resonate with parents who work full-time, "It's Time" was born out of that urge—that extra push to take your career, and your life, into your own hands. Added bonus? That game-changing mentality resonates with high school juniors and current college students, too. It's time to submit that application. It's time to change your life.