There is a natural synergy for NPR and our client. Two thirds of all of the NPR stations arelicensed by, or affiliated with a College or University, and an astonishing proportion of our client's current customers and true prospects listen to NPR. Building on that success is the "FORMULA" mutli-media program, 

Our client's new Brand focuses on the customer, and makes the story about them. The core of the "FORMULA" program is that everyone has a different formula for their lives, but due to the common ethos among academics and researchers, a place where they can share their experiences and accomplishments would find a natural audience. Unlike younger demographics, this segment does benefit from empowering sharing, and many of the on-the-ground proposals for "FORMULA" facilitated customer sharing.