Case Study
Everything to Gain: Elevating Postsecondary Attainment in Arizona
Executive Summary
Education Forward Arizona launched the Everything to Gain campaign to address the growing narrative about the lack of value of a college education. The campaign was launched to amplify key findings of the landmark 2023 Billions To Gain report, published by Education Forward Arizona and Helios Education Foundation, which demonstrated that the economic and social impact of postsecondary education was undeniable.
Based on economic data and public opinion research, Education Forward’s Everything to Gain campaign is building a clear understanding of what Arizonans believe about the value of postsecondary attainment and what keeps them from pursuing it. Everything to Gain leverages multimodal communications strategies, including events, materials, and earned, social, and digital media to bring attention to the importance of education after high school.The campaign seeks to ensure that influential Arizonans see significant increases in degree and certificate attainment as a statewide imperative because it will secure our economic future and continue attracting new large employers.
Statewide public opinion data that tested messaging Collaborative developed for the campaign found that shifting the narrative from “college” to “education and training after high school” led to overwhelmingly positive public support. More than 70 percent of Arizonans from both sides of the aisle, as well as rural, suburban, and urban areas, and across gender and economic backgrounds support the idea that Arizonans need more opportunities for education and training after high school and that more than 80 percent support the state’s Achieve60AZ goal of 60 percent of Arizona adults attaining a degree or certification by 2030.
So far, the campaign has conducted three major polls, targeting diverse demographics and used to determine campaign messaging and to identify specific barriers to education attainment; created messaging frameworks for Arizona voters that significantly increased public support within one year; convened cross-sector collaborative leadership in support of policies needed to achieve the statewide attainment goal, including important collaborations between the education and business communities and a State Legislative Candidates Pledge: and delivered broad media, social media, and digital outreach.
To date, the campaign has secured 1.4 million digital impressions, 6,000 new website visitors, over 800 new subscribers. The campaign also generated $1.2 million in earned media value and is shaping public discourse through op-eds and webinars featuring diverse voices. By identifying key barriers through public opinion polling—including cost—the campaign illuminated the real reasons why learners and earners did not start or complete education or training after high school.
This case study details the campaign’s genesis and direction, problem framing, methods, execution, and insights. It offers a blueprint for state-level public affairs initiatives that seek to drive awareness, political commitment, and social change through data-informed, community-centered strategies
Introduction
Education Forward Arizona is a nonprofit dedicated to improving outcomes across the education continuum. Its mission became urgent as the state faced stark gaps between public support for education and actual attainment rates. The state needed a catalytic intervention to shift perceptions, engage stakeholders, and inspire action to reach its goal of 60% adult postsecondary attainment by 2030.
Collaborative Communications joined as a strategic partner to design and execute a research-informed, values-driven, and tailored campaign to Arizona’s cultural and political landscape. Everything to Gain was more than a communications initiative; it was a statewide public affairs strategy aimed at transforming attitudes, language, and policymaker accountability.
Problem
Despite strong voter support for education, Arizona struggled with:
- Messaging Mismatch: The term “college” alienated key audiences, especially rural and non-degree-holding adults.
- Political Inertia: Legislative action lagged far behind public sentiment.
- Structural Barriers: Cost, childcare, and access disproportionately hinder adult learners and underrepresented communities.
Arizona needed a campaign that could build a common language, humanize the issue, and galvanize support across sectors and demographics.
Methodology
The Everything to Gain campaign was built around three strategic pillars:
1. Research and Public Opinion Polling
Three statewide surveys gathered insights from diverse audiences, including rural, BIPOC, and non-college-attending adults. Findings informed message framing and content strategy.
2. Strategic Messaging Framework Development
Using behavioral research, the campaign shifted the conversation from “college” to “education and training after high school,” making it more inclusive of career, technical, and certificate pathways.
3. Multi-Channel Communications Strategy
- Paid digital ads via Genius Monkey (1.4M impressions)
- 22 targeted email campaigns (44% open rate)
- 103 social posts (86K+ impressions)
- Earned media and op-eds in major outlets
- Legislative Pledge campaign with formal commitments from lawmakers
All communications were coordinated to build message cohesion and emotional resonance. While campaign performance metrics are strong, long-term shifts in policy or attainment will require continued monitoring.
Analysis
Messaging Innovation
Polling confirmed that reframing the issue expanded its reach. The shift in language reduced resistance and clarified relevance for underserved groups.
Digital Reach and List Growth
- 6,000+ new site visitors
- 4,500+ new contacts
- 800+ new email subscribers
- 29% conversion rate on paid digital
Legislative Engagement
The State Legislators Pledge created a mechanism for formal support of Achieve60AZ, strengthening the alignment between voter priorities and policymaker accountability.
Media Impact
The campaign earned $1.2M in media value through:
- Op-eds in the Arizona Republic, Phoenix Business Journal, and regional papers
- Stories spotlighting rural and Indigenous voices, including a joint op-ed from Diné College leadership
Community Activation
Webinars, storytelling workshops, and stakeholder-led events positioned the campaign as both grassroots and policy-relevant.
Findings & Insights
Several strategic insights emerged from the campaign:
- Framing Matters: Language that emphasizes access and inclusivity (“education and training after high school”) significantly improved resonance and reduced resistance.
- Community Voices Are Catalysts: Op-eds and letters from respected local leaders created authentic momentum and encouraged broader civic dialogue.
- Public Will Outpaces Political Action: Targeted pledges and policy-facing communications can narrow the gap between voter support and legislative inertia.
- Barriers Must Be Named to Be Removed: Cost and childcare were the most frequently cited obstacles, validating their prioritization in future advocacy agendas.
- Integrated Media Works: Combining email, social, paid digital, and earned media created an echo chamber of reinforcing messages that drove action and visibility.
Recommendations
To build on this momentum, the following actions are recommended:
Short-Term
- Encourage broader adoption of inclusive messaging among partners and legislators
- Mobilize the growing contact list for advocacy and storytelling campaigns
- Conduct follow-up polling to track shifts in perception
Long-Term
- Position affordability and childcare at the center of education policy agendas
- Continue op-ed placements and media training for stakeholders
- Institutionalize the Legislators’ Pledge as an annual tool tied to Achieve60AZ reporting
Conclusion
Everything to Gain demonstrated how strategic communications can go beyond awareness to drive narrative change and policy focus. Through collaborative design, inclusive language, and targeted outreach, the campaign helped reframe what postsecondary attainment means and why it matters.
By embedding equity, relevance, and local voice, the campaign moved Arizona closer to its goals. It stands as a replicable model for states seeking to activate public will, align political discourse, and build momentum for education-driven prosperity.