USF You Have to Be Bold to Be at the Top
The University of South Florida is no longer an institution on the rise…it has reached a pinnacle by being invited to and joining the Association of American Universities (AAU). This prestigious organization recognizes only the best universities in North America—leaders in innovation, scholarships, and solutions that contribute to scientific progress, economic development, security, and well-being. USF wanted the Tampa Bay community to share in their pride, so they turned to our team to develop a compelling marketing campaign communicating this news along with other recent University points of pride.
Working collaboratively with USF’s Office of University Communications & Marketing, our objective was to develop a buzzworthy campaign to showcase their incredible accolades and achievements. Boldness is the theme set forth by USF President Dr. Rhea Law, and it took center stage in this campaign. Touting the boundless impact USF has on Tampa Bay, the community was called to join them to “Be Bold” and directed to https://bebold.usf.edu/ to learn more.
The campaign was multi-faceted, but driven by the development of a video spot highlighting this powerhouse university. The media strategy was high reach across broad demographics and throughout the Tampa Bay DMA to make sure everyone in the Tampa Bay area would receive multiple impressions and be reminded that this impressive institution is in their backyard. The key target audiences included university partners, business leaders, alumni, staff, students, and the community at large.
The :30 video features key imagery as the Bull’s “U” casts its shadow across the Bay, highlighting all three campuses as well as the strength of USF’s athletics. The :30 spot aired in premium television programming, launching the campaign during the NCAA Women’s Basketball Final Four games. We added OTT with strategic targeting to geo-fence each campus as well as to reach alumni. The initial media results exceeded expectations. Shorter cuts were made to run around campus, on social media, and more.
The out-of-home (OOH) billboard campaign ran across Hillsborough, Pinellas, and Manatee Counties, spanning more than six months, with billboards rotating messaging during each flight and updating multiple times through the duration. Other tactics include NPR, paid print, campus signage, and more. The campaign expanded an existing partnership with Tampa International Airport, taking over concourse signage throughout the Southwest terminal—building university pride for all who travel through.
Originally, the campaign was planned to deliver approximately 62 million gross impressions, but we are on track to exceed expectations, with an estimated 67 million gross impressions! Clear Channel Outdoor provided bonus faces for two weeks to promote the #TampaBayStrong message immediately following the hurricanes faced by the region. After the launch of the campaign, assets were distributed throughout the marketing and communications offices across USF’s campuses so that each college, division, and program could utilize the campaign in their own communications efforts. President Law and her cabinet added to their influence through a series of social media posts on their personal channels articulating what “Be Bold” means to them.
The University of South Florida is no longer an institution on the rise…it has reached a pinnacle by being invited to and joining the Association of American Universities (AAU). This prestigious organization recognizes only the best universities in North America—leaders in innovation, scholarships, and solutions that contribute to scientific progress, economic development, security, and well-being. USF wanted the Tampa Bay community to share in their pride, so they turned to our team to develop a compelling marketing campaign communicating this news along with other recent University points of pride.
Working collaboratively with USF’s Office of University Communications & Marketing, our objective was to develop a buzzworthy campaign to showcase their incredible accolades and achievements. Boldness is the theme set forth by USF President Dr. Rhea Law, and it took center stage in this campaign. Touting the boundless impact USF has on Tampa Bay, the community was called to join them to “Be Bold” and directed to https://bebold.usf.edu/ to learn more.
The campaign was multi-faceted, but driven by the development of a video spot highlighting this powerhouse university. The media strategy was high reach across broad demographics and throughout the Tampa Bay DMA to make sure everyone in the Tampa Bay area would receive multiple impressions and be reminded that this impressive institution is in their backyard. The key target audiences included university partners, business leaders, alumni, staff, students, and the community at large.
The :30 video features key imagery as the Bull’s “U” casts its shadow across the Bay, highlighting all three campuses as well as the strength of USF’s athletics. The :30 spot aired in premium television programming, launching the campaign during the NCAA Women’s Basketball Final Four games. We added OTT with strategic targeting to geo-fence each campus as well as to reach alumni. The initial media results exceeded expectations. Shorter cuts were made to run around campus, on social media, and more.
The out-of-home (OOH) billboard campaign ran across Hillsborough, Pinellas, and Manatee Counties, spanning more than six months, with billboards rotating messaging during each flight and updating multiple times through the duration. Other tactics include NPR, paid print, campus signage, and more. The campaign expanded an existing partnership with Tampa International Airport, taking over concourse signage throughout the Southwest terminal—building university pride for all who travel through.
Originally, the campaign was planned to deliver approximately 62 million gross impressions, but we are on track to exceed expectations, with an estimated 67 million gross impressions! Clear Channel Outdoor provided bonus faces for two weeks to promote the #TampaBayStrong message immediately following the hurricanes faced by the region. After the launch of the campaign, assets were distributed throughout the marketing and communications offices across USF’s campuses so that each college, division, and program could utilize the campaign in their own communications efforts. President Law and her cabinet added to their influence through a series of social media posts on their personal channels articulating what “Be Bold” means to them.
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