Distilling key insights into themes, we uncovered a gap in higher education—lacking emotion-first messaging. Thus, the “Moments” campaign was born, creatively filling this void. 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.
The result? Despite tracking challenges for OOH placements, our media placements for the fiscal year resonated statewide, amassing 103 million impressions. Direct traffic engagement grew by 6.77% YoY, while organic search sessions soared by an impressive 84.5% YoY, surpassing our 4.50% goal.
