Bridging Emotion & Education

In the expansive world of higher education, Northern Arizona University (NAU) sought to go beyond conventional media tactics. Seeking a partner, they turned to TJA to engage high school students, community college transfers, online learners, parents and community members. The challenge: create a media mix excluding common digital ad forms while effectively reaching underserved students in rural Arizona. Tracking out-of-home (OOH) metrics presented hurdles, spurring innovative solutions—our specialty! For eighteen months, we immersed ourselves in groundbreaking research, collaborating with external vendors for qualitative, quantitative and values-based insights. What unfolded was not just a campaign but a transformative merger of data-driven precision and creative storytelling.