The Letters Event
An NAU annual tradition
The Letters event is an annual tradition at Northern Arizona University hosted by Housing and Residence Life. Freshmen students are invited to the field to form the letters N-A-U for the iconic and memorable photo.
The 2021 event was an extra special occasion: not only was it the 10th anniversary of the tradition, but it was also the first time Sophomores were invited to the field for their own photo. The COVID-19 pandemic caused the cancelation of the event in 2020, leaving the class of 2024 without their special memory.
The 2021 event was an extra special occasion: not only was it the 10th anniversary of the tradition, but it was also the first time Sophomores were invited to the field for their own photo. The COVID-19 pandemic caused the cancelation of the event in 2020, leaving the class of 2024 without their special memory.
How it is done
Incoming students are introduced to a variety of freshmen activities, including the Letters Event, during the orientation in mid to late summer. I begin implementing targeted advertising two weeks before move in, when future Lumberjacks are getting excited. Then I launch a series of posts to Instagram and Facebook (Meta) and reminders for the event are included in the "It is almost time to move in" email.
Due to the pandemic, in 2021, many of the posts had to make clear the expectation that students should wear masks to the event — physical distancing was not possible to accomplish these photos.
Due to the pandemic, in 2021, many of the posts had to make clear the expectation that students should wear masks to the event — physical distancing was not possible to accomplish these photos.
When students arrive branded materials are in bus shelters and in the freshmen halls. Additional messaging during move-in is directly targeted to Freshmen communities through posts and stories on Instagram and on the in-hall digital billboards and through push notifications through the NAUgo app.
Once the Sunday event photos are taken, the image is processed within 3-4 hours, then shared with several marketing teams and published right away. The following Monday, an Instagram post is made thanking all of the participants and directing them, once again, to where the photo can be downloaded.
A special thank you to Katelyn Conati who helped in 2021 with editing to meet the deadline.
A team effort
The Letters Event is a huge team effort. It takes over 30 professional staff, the help of over 100 student staff, and the participation of several departments to make it happen. I play a small but crucial part by creating the advertising collateral and strapping into a 60 foot boom lift on a hill, placing me nearly 100 feet over the field to take the photo.
I have been fortunate to be the designer for this event for the 2017-2022 events and the photographer of the last four photos. In 2018-2019 I used a 16mm wide angle lens, but as the event grew it was difficult to fit the whole class in the image. Since 2021 the photos are now taken using a 14mm lens.
Class of 2026
Class of 2025
Class of 2024
Class of 2023
