Grassroots and Grasstops campaign
By 2018, more than 60% of all jobs in Arizona will require educational training beyond high school. Yet, only 25% of Arizona adults hold a bachelor’s degree. The Getting AHEAD project was launched in 2010 by Arizona’s public universities and community colleges to generate new ways for adults to complete college degrees — seamlessly, affordably, and without delay.
Trumpeting new partnerships between institutions and new tuition programs, Tara and her colleagues at R&R Partners set out to promote how Arizona’s higher education system is creating a better student experience. The project also emphasized how Arizona’s economic success is directly linked to the skills of state residents. Getting AHEAD (Access to Higher Education And Degrees) was executed through media relations, social media, public affairs, and targeted presentations to influential civic groups. Tara’s role included branding the campaign, establishing strategic plans and messaging, leading public relations, supervising development of the website and social media channels, and curating digital content.
The Getting AHEAD project continues today and has placed Arizona at the leading edge of a national push for higher education reform.
Visit www.GettingAheadAZ.org to see more.