Bridging Emotion & Education

Education In Place

In the expansive world of higher education, Northern Arizona University (NAU) sought to go beyond conventional media tactics. NAU 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 these underserved “placebound” students in Arizona. Tracking out-of-home (OOH) metrics uncovered various hurdles, spurring innovative solutions—our specialty! 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.

Services Provided:

Strategy
Creative
Paid Media
Third-Party Research
Videography

Services Provided:

Strategy
Creative
Paid Media
Third-Party Research
Videography

Crafting Moments

Distilling key insights into themes, we uncovered a gap in the higher education field: it lacks emotion-first messaging. Thus, the “At the Speed of You” campaign was born, filling this creative void and meeting hungry learners wherever they’re at in life. To engage underserved students in rural Arizona, we connected with small communities. We uncovered opportunities within their sub-communities, crafting a unique media mix that defied conventions and resonated with those often overlooked.

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“Moments” campaign impressions

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“Moments” campaign growth in traffic engagement

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“Moments” campaign growth in organic search sessions

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“At the Speed of You” campaign impressions

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“At the Speed of You” campaign clicks

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