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UCF Diversity Week
ucf diversity week

ABOUT THE PROJECT


The Office of Diversity and Inclusion was eager to rebrand in an effort to further its mission of creating a more diverse, open-minded and inclusive campus. The ODI approached our team at 321 to develop, perfect, and launch their #RESPECTUCF initiative. This was released during the 2015 Diversity Week Campaign in the interest of increasing both awareness and engagement campus-wide.

CLIENT


UCF

PROJECT


DIVERSITY WEEK

SERVICES


BRANDING/WEB/DIGITAL/VIDEO

Florida Pro Surf

OBJECTIVE


321 sought to create a memorable campaign that would be used to help gain exposure for the Office of Diversity and Inclusion and their #RespectUCF campaign. 321 also aimed to create an equally memorable brand experience.

Strategy

Excited at the opportunity to participate in an especially creative and influential project, the 321 team hit the ground running. Our team developed a seamless strategy, which included four main touchpoints.

Tactics

  • awareness
  • education
  • incentive
  • engagement

concept

Through a mix of new branding initiatives, influential collateral to support awareness, and tactics to create engagement, we created the campaign tagline “Be Yourself, Together' to cohesively tie together all elements of the campaign. The tagline highlights the foundations of both individualism and community, two important attributes personifying Respect and Inclusiveness. While the meaning of “Be Yourself Together” is clear, the messaging is further supported with the yellow ‘rope-like’ fonts and impactful imagery selected, uniting all elements together.

creating the brand

UCF approached 321 with the challenge of branding both a campaign and event. “Be Yourself, Together” is the main tagline for the #RespectUCF campaign which sets the overall brand tone. The rally logo supports the primary brand by using the same fonts and color scheme, ensuring consistency and maximum awareness.

experiential marketing

321 helped establish an experiential initiative that created a tremendous amount of in-person engagement. We utilized an interactive display on campus that allowed students, faculty, and staff to voice their opinions. These activities allowed us to create awareness of the Office of Diversity and Inclusion. We compiled all of the opinions and created an infographic with real statistics that helped describe ‘What Respect Means’ to UCF, showcased below.

I show respect by

432
appreciating differences

what makes you feel respected

293
when i am supported & trusted

society is most challenged by

325
ignorance

participation

UCF gave us a benchmark goal of getting 500 students to participate in this activity. We surpassed that goal by triple and were able to get 2,855 students and faculty to participate.

messaging

321 also created a series of 5-variable keywords that support the thought-provoking concept of “Respect. It’s _____ here.” The 5 campaign ‘feature’ words are as follows: Expected, Taught, Lived, Spoken and Embraced.

TV & VIDEO

321 recognizes that video implementation drives the highest level of engagement, and we believe it is the future of content marketing. With that, our team created an inspirational 2:30+ minute video that encompasses all of the initiatives of the Office of Diversity and Inclusion. The video was the focal point of the campaign; it was showcased at the Diversity Breakfast, present on the Landing Pages and Social Media channels, and heavily promoted on campus.

PLAY VIDEO

email marketing

321 utilized two digital marketing tactics: e-mail marketing with automation and paid placement. Our team designed a series of e-mails that were sent to specific contact lists. This email series drove the audiences to the campaign’s landing page. Utilizing email marketing automation, we immediately thanked anyone that voted. This e-mail series incorporated the new “Be Yourself, Together” branding.

traditional

print & outdoor

321 designed and produced a series of ads that were representative of The Office of Diversity and Inclusion’s new brand and tagline, ‘Be Yourself, Together’. These were included on large-format displays and banner stands for use at current and future events. Our team created a series of flyers, rack cards, table centerpieces, and multi-sized print advertisements that were featured in the Central Florida Future, and distributed to offices and departments throughout UCF’s campus. The calls-to-action were to create awareness, drive traffic to the Office of Diversity and Inclusion’s website, and promote the ‘Rally for Respect and ‘Diversity Week’.

giveaways & promotions

321 utilized two digital marketing tactics: e-mail marketing with automation and paid placement. Our team designed a series of e-mails that were sent to specific contact lists. This email series drove the audiences to the campaign’s landing page. Utilizing email marketing automation, we immediately thanked anyone that voted. This e-mail series incorporated the new “Be Yourself, Together” branding.

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