Marketing campaign enters new phase

group of marketing students

University Marketing is about to enter another phase of NAU’s marketing campaign with a flexible new slogan and a new series of materials and other advertising.

It’s been a little more than a year since NAU launched its new imaging campaign, which included the new university logo. Since then, a new athletics logo was introduced and a new university web site unveiled.

University Marketing also began its first strategic advertising campaign, using “Mountain Air Makes You Smarter” as a recruiting tool for high school students.

“Now that we’ve captured some attention, we’re ready to take the next steps in our marketing efforts,” said Carla Andrews-O’Hara, director of University Marketing. “This next phase will now focus on the quality of the academic experience and the personal transformation that comes from teaching and learning at NAU.”

She explained that the new campaign will present NAU’s distinctiveness—or “The Difference that Matters.” This includes personal experiences and messages centered on “What Matters to You.” Students and faculty will be profiled to give the messages realism and credibility.

“This is an opportunity for us to speak to the experiences that take place on this campus that are life-changing and enriching,” Andrews-O’Hara said. “We are different and we want to present the ‘what and why’ that separate us as an institution.”

A film crew in the new Engineering building works on a TV commercial as part of NAU's ongoing marketing efforts. Photo by William Culpepper.

The campaign will include photos and statements from current students and professors who are explaining what is important to them and how the university fills their needs.

In one image, the headline “What matters to you?” is accompanied by a photo of a student saying, “What matters to me is I feel like I belong here. I feel like I’ve come home. Don’t tell my parents, though.”

The campaign will begin this summer and will include newspaper ads, billboards and more. The marking department is shooting a TV commercial on campus this week that will be aired around Arizona beginning in the summer.

“We want people to connect with the individuals and stories that we will be sharing,” Andrews-O’Hara said. “We also want people to know that at NAU, we provide an environment that allows for exploration, questioning and a measure of risk. These ads reflect that.”