New re-branding campaign to highlight UF’s contributions to society
Published: Friday, August 29, 2014 at 12:38 p.m.
Last Modified: Friday, August 29, 2014 at 2:08 p.m.
During Saturday night's opening game against the Idaho Vandals, folks will see the first 30-second spot for the University of Florida's new re-branding campaign -- its first in nearly a decade.
On the web
For a closer look at the Gator Good campaign, go to www.gatorgood.com
“For the Gator Good” is a $1.4 million, two-year campaign to show what UF has done to improve people’s lives, help the environment and improve the state’s economy.
“We are turning the cameras away from UF and onto the people that benefit from the research here,” said Nicole Yucht, UF’s director of marketing.
The first spot is a 30-second teaser that gives a quick overview of the many areas in which UF touches Floridians as well as the global reach of its research in medicine, agriculture, the environment and other areas.
The second spot, to air during the LSU game Oct. 11, will focus on cancer research that helped a 4-year-old boy with Ewing’s Sarcoma who was treated at UF’s Proton Therapy Institute. A third spot highlights how UF helped rebuild Punta Gorda after 2004’s Hurricane Charley.
Yucht said the campaign will be flexible and have future stories to tell. The Gator Good website has 15 stories of people affected by a range of issues such as immigration, hunger and economic stability and how they were helped by UF.
The site also explains UF’s mission, shows its leadership role in solving many of the world’s pressing problems and tells people how to get involved.
The campaign was developed by 160over90, a Philadelphia-based marketing firm that opened an office in downtown Gainesville in September 2013 when it started working with UF. Other clients of 160over90 include the Miami Dolphins and the local Dragonfly Sushi.
The agency also is engaged in re-branding campaigns for the UF Athletic Association and UF Foundation.
The agency also helped update the university’s Welcome Center video, which showed footage of prospective students receiving their acceptance letters in the mail. The welcome video touches on five areas the agency identified as important to students: academics, research, arts, student life and athletics.
“We are very excited that this is a new iteration of the Gator Nation,” said Janine Sikes, UF’s assistant vice president for media relations and public affairs.
The previous campaign, “The Foundation for the Gator Nation,” focused more on strengthening the unity of the Gator community, said Jane Adams, UF vice president for university relations. “Now we’re ready to harness that unity and turn it into action.”
The new branding campaign also targets the top 10 percent of graduating high school students who would apply to Ivy League schools as their first choice and aims to convince them that UF should be their first choice, Yucht said.
“We are an Ivy League school at a much better value,” she said.
The campaign also targets peer institutions, to let other organizations know what UF contributes to Florida’s economy and environment, Yucht said.
The campaign also is hoping it will get people to donate more of their time and money to UF, Yucht said, as happened during the last campaign.