The Gator Nation Branding Campaign
Our branding campaign began in September, 2005, and its impact has been dramatic and far-reaching. For example, the public relations component of the campaign generates more than 880 million media impressions each year for the University of Florida, a 40% increase over the best year prior to the launch of the new campaign. The impressive showing consistently places UF in the top five universities in terms of media exposure.
The public relations and media effort is focused on academics, research and discovery, our history and traditions, and our sustainability efforts. Stories have appeared in the New York Times, Washington Post, Chicago Tribune, Wall Street Journal, Scientific American, Science Magazine, Nature, and more. On television, our stories have appeared locally and nationally on ABC, NBC, CBS and PBS, to name just a few.
Our national advertising efforts have earned recognition from prestigious organizations such as the American Association of Advertising Agencies, the American Marketing Association, Council for the Advancement and Support of Education, Public Relations Society of America, and the Florida Public Relations Association.
University of Florida institutional television ads appear at no charge during every local, regional, or nationally televised sporting event in which Gator athletic teams participate. They appear on the rebroadcast of UF athletic events, Coaches' Shows, Gator Zone and more. The value of this "free" advertising is estimated to exceed $4 million. UF TV ads are also aired in nearly every major television market throughout Florida as part of an annual media buy. Print ads featuring the University of Florida also appear in publications such as Smithsonian, Scientific American, New Yorker, Harpers, Chronicle of Higher Education and Florida Trend. These publications are read by opinion leaders within business, government and higher education on a regular basis.
A Web site also supports the campaign with news, photos, the latest Gator videos and stories…and more.
Internal Communications and Identity Standards
The University of Florida branding campaign also brought a stepped-up internal communications program to campus. The program is designed to reach out to students, faculty and staff with news of interest via a printed Inside UF newsletter and an online web site.
In addition, a refreshed UF logo has helped increase the visibility and awareness of the University, while creating a more consistent look for our campus publications, signage, letterhead and business cards.