University of Florida
For the Gator Good
It’s almost impossible not to know The Gator Nation. UF’s athletic prowess has long been a reputational driver—so much so that it’s overshadowed the University’s academic excellence. In 2014, then-Governor Rick Scott issued a mandate to propel UF into a Top-10 US News & World Report public university ranking (up from #17) by 2020. That would require a concerted effort—between UF and 160over90, and across the institution’s 16 colleges and schools, nearly 31,000 faculty and staff, and more than 415,000 alumni—to arrive at one cohesive brand voice, articulate a greater purpose, and position UF as a national leader in academic excellence.
The University launched a strategic plan specially designed to address operational rankings factors. And 160over90 launched a complementary branding effort—UF’s first in a decade—to shift the narrative to academic rigor and research and move the needle on key rankings awareness and engagement measures.
The umbrella brand platform, ‘For the Gator Good,’ elevated eight UF preeminence areas—among them early childhood development, renewable energy, food safety and sustainability, and the brain—that represent a collective commitment to improve the state of Florida and the state of the planet.
We worked with Admissions to show prospective students why ‘it’s great to be a Florida Gator,’ and to position innovation as UF’s competitive advantage. We leveraged digital, video vignettes and a PSA series, paid media, environmental, and content marketing to reach academic and industry thought leaders, raising awareness of UF’s research strengths and asking for others’ participation in combatting the world’s toughest problems. We teamed up with UF Athletics and the Gator Boosters, tapping into the strength of The Gator Nation to deliver messages of unity, community, and ‘One Nation Indivisible.’ And we supported the 2017 launch of a $3 billion fundraising campaign that’s galvanizing hundreds of thousands of Gators to come together, selflessly and relentlessly, to tackle big challenges – from cancer and diabetes to hunger and hurricanes – and ‘Go Greater.’
EXCEEDED RANKINGS GOAL – #7 TOP PUBLIC SCHOOL IN 2020 U.S. NEWS & WORLD REPORT RANKINGS
13% INCREASE IN UNDERGRADUATE APPLICATIONS
5% INCREASE IN ENROLLMENT
RAISED $2.18 BILLION AS OF JUNE 30, 2019
RECORD $526 MILLION FUNDRAISED IN 2018-2019 FISCAL YEAR
17% ALUMNI GIVING RATE (AMONG HIGHEST FOR ALL PUBLIC UNIVERSITIES)