University of Florida: Our people. Our place. Our perspective.
Category: Digital Marketing & Communication Campaigns | 6c. Brand Awareness Campaign
About Project
This project originated from the idea of incorporating the University of Florida’s (UF) three brand pillars – people, place, perspective – into its content marketing and media campaigns.
UF partnered with marketing agency BVK to produce a series of three videos and to have one video represent one pillar, respectively.
The videos feature three subjects:
1. Roshawn Reid, UF alumnus (Brand pillar: Our people)
Roshawn is a first-generation and Machen Florida Opportunity Scholar UF alumnus. In this video, Roshawn talks about the support he received from the communities he belonged to at UF and how UF’s “Gator” network is ever-expanding. Even as a graduate, he said there isn’t a day that goes by in which he doesn’t feel the effect of being connected to UF. He also underscored that one trait all Gators have in common is their ambition.
2. Amy Williams, Assistant Professor of Geology (Brand pillar: Our place)
Dr. Amy Williams is an assistant professor at UF who has taken part in prominent research projects such as NASA’s Mars Rover missions. In her video, Dr. Williams says that the University of Florida is a place that cultivates ingenuity and innovation.
She also likes to see diversity in her lab at UF as working in a vacuum does not have as remarkable results as working in a community.
3. Karla Saldaña Ochoa, Assistant Professor of Architecture (Brand pillar: Our perspective)
Dr. Saldaña Ochoa’s teaching and research focus at UF is the interplay of artificial and human intelligence in architecture.
In this video, Dr. Saldaña Ochoa discusses how UF includes artificial intelligence in every discipline at the university. By integrating AI in various disciplines, this prepares future generations to embrace the future.
Once the videos were produced, they were integrated into various tactics such as video advertising (YouTube), display advertising and featured them on the https://fromflorida.ufl.edu/ landing page, which is intended to feature the latest and most notable highlights of the university.
Credits
Videos produced by BVK.
