UF Announces Marketing Communications Firm Selection
Jane Adams, Vice President for University Relations and Joseph S. Hice, Associate Vice President for Public Relations
Following a formal review of 17 firms, the University of Florida has named Atlanta-based Fletcher Martin its marketing, communications and public relations firm.
The firm will be responsible for enhancing UF’s marketing communications efforts, public relations, market research, media planning, interactive and integrated marketing efforts. The university has a goal of moving into the top ranks of national public research institutions, and one of the strategies that will assist the effort is improving its presence in the national media, consistent communications and mobilizing as a formidable academic entity. These coordinated activities will set the stage to attract even more extraordinary students and faculty, improve external relationships and raise the university’s profile within an aggressive timeframe.
Fletcher Martin is an integrated marketing communications agency founded in 1979 and led by UF alumnus Andy Fletcher.
“Everyone in the agency business has a dream client and the University of Florida has been mine,” Fletcher said.
Fletcher is recognized as one of the industry’s leading marketing communications firms and is a member of numerous prestigious industry boards including AAAA, NARB, and MAGNET. In conjunction with UF’s Office of University Relations, the firm will be responsible for providing comprehensive strategic planning, print and broadcast production, creative development, brand positioning, media planning and public relations services.
Supported by UF President Bernie Machen and the University’s Board of Trustees, the integrated marketing communications campaign is a necessary element of the University’s institutional strategy. Enhancing the University’s awareness and visibility will have a great impact on the University today and into the future. The effort will take place in phases over the next 3-5 years. The cost of the initiative is estimated at $500,000 for Phases 1-3. The planned projects include:
Phase I-Immediate Projects
*Develop creative storyboard and production for TV spot and corresponding print ad for 30- and 60-second public service announcements to be aired during UF sport programming (ESPN, CBS, ABC, NBC and Sun Sports Network).
*Conduct a communications audit of the university’s current marketing resources and provide strategic recommendations.
*Develop creative storyboard and production of a three-minute introductory video.
*Develop creative storyboard and production of an eight-minute visitor center film.
*Conduct external market research of peer institutions and external audiences.
Phase II-Communications Plan
*Develop brand platform, marketing and management strategy and tactics.
*Develop an awareness plan and the creative components to support it.
*Develop a media plan.
*Develop strategy and tactic for public relations and institutional communications.
*Develop an interactive communication plan focused on UF website enhancement.
*Conduct research in support of agency creative recommendations.
*Analyze and measure overall campaign success and return on investment.