Student Leadership University, a leading faith-based youth leadership program that offers both weekend youth conferences and week-long, destination-based, cumulative youth training programs, engaged The A Group as its strategic marketing partner to build awareness and attendance for weekend events and SLU events during the summer. The A Group developed a messaging and engagement strategy to both simplify and streamline communications about the SLU offering as well as raise awareness among new audiences and move existing audiences from awareness to participation by registering for an event. "Think Bigger", a marketing campaign focused on encouraging both students and youth leaders to take their faith and lives to the next level, was implemented throughout all marketing materials for the year, including posters, collateral, direct mail, a new website and email marketing. In 2014, The A Group created a set of unique hand drawn art to represent various SLU levels for use on collateral and content marketing for the year.

In addition to events mailings and creating content pieces to promote SLU, TAG helped SLU launch its first ever Student Ambassador Campaign. We recruited SLU students via email and social media, creating an online application form and questionnaire for them to fill out. We collected testimonials and stories from them, and send monthly challenges to help them use their networks and social media to help spread the word about SLU. As part of the campaign, we used the hand drawn art on a series of resources for the Student Ambassadors, including social media graphics, stickers, and a welcome packet where they could brainstorm ideas about how to promote SLU. By engaging people who are already fans of SLU, we're able to reach our target audience through their peers.