UF has launched a rebranding campaign to move the university closer toward its preeminence goal of being a top 10 school.
UF joined forces with branding agency 160over90 to kickstart its new re-energized promotional campaign, “For the Gator Good.”
The more than $700,000 privately funded campaign focuses on UF’s global impact.
The rebranding is a progression of the UF Rising campaign, UF spokeswoman Janine Sikes said.
“It’s important that we talk about the great things that happen at the University of Florida as we work to become a top 10 public research university, which is one of our major goals going forward,” she said.
“Two years ago, the state of Florida designated the University of Florida as the state’s most preeminent university.”
The “For the Gator Good” rebranding launched on Saturday and is airing on select TV spots. The campaign will run over a span of two to three years, according to a UF press release.
The campaign will include stories of UF’s research beneficiaries, including that of a 4-year-old boy named Aaron who underwent treatment at the UF Proton Therapy Institute in Jacksonville while battling a rare bone cancer.
Sikes said it is the first time that a single agency has helped with the rebranding of all three UF organizations: UAA, the UF Foundation and UF.
“For the Gator Good” is a fresh take on The Gator Nation campaign, which was launched nearly 10 years ago.
The new campaign shows Gators’ ambitions to make a difference that’s not only felt on campus but also felt around the world.
Maggie Slomiany, director of client services at 160over90, said the UF projects all have the same strategic foundations and the same themes with their own unique personalities.
160over90’s rebranding of UAA includes a revamped style guide and toolkit that allows UAA to independently produce materials that work in tandem with the overall themes of the project.
Nicole Yucht, UF director of marketing for university relations, said “For the Greater Good” campaign will show UF’s positive reach in issues such as poverty, cancer and hunger and hopefully create more support for its research.
“We know we can’t do it alone, so we are imploring others to join in this fight to help us find solutions to these big issues,” she said.
[A version of this story ran on page 9 on 9/3/2014 under the headline "UF rebrands itself to reach top 10 status"]
