1. USF System Brand Summit
May 21, 2018

2. Today’s Agenda
1:05 – 1:15  Introductions (SPARK, VanderKlipp, others) - Joe Hice
1:15 – 1:25  USF System Marketing Update and Schedule - Joe Hice
1:25 – 1:45  USF Athletics/Football marketing plan - Scott Kull
1:45 – 2:00  USF Merchandising & New Relationship with Adidas & Bookstore - Leni Baga
2:00 – 2:15  The Importance of USF Branding - President Judy Genshaft
2:15 – 2:30 BREAK
2:30 – 3:00  USF Web/USF Health Web Update/Social Media initiatives - Steve Dapcic
3:00 – 4:45  SPARK Workshop on Branding - Rachel Canning & Team
4:45 – 5:00  Closing Remarks - Joe Hice

4. Usf Brand council
The Council is designed to provide advice and recommendations to the Chief Marketing Officer and University leadership
The Brand Council should work to inform, inspire, and instruct the organization on stewarding the brand, so that over time, everyone in the organization knows how to appropriately interpret and reinforce the brand
Council members are, in effect, the front-line Ambassadors and Advocates for the brand

5. VP & CMO – Joe Hice
Office of The Provost -- Pritish Mukherjee/Tanya Vomacka
Assistant Vice President Marketing – Thom VanderKlipp
Assistant Vice President PR & Communications -- Vacant
Assistant Vice President Web & Digital Communications – Steve Dapcic
Assistant Vice President Marketing & Communications USF Health – Monica Matos
Creative Director – Mark Leaning
Innovative Education – Cindy DeLuca
Research & Innovation – Judy Lowry
Foundation/Alumni Association – Joel Momberg/Bill McCausland
Athletic Association – Scott Kull
Information Technology – Sidney Fernandes
Student Affairs & Student Success – Paul Dosal
Admissions – Glen Besterfield
USF World – Roger Brindley
USF St. Petersburg Campus – Deborah Read
USF Sarasota-Manatee Campus – Shawn Ahern
USF Tampa Student Government – Current Student Body President
USF Tampa College Representative – Chuck Adams
USF Tampa College Representative – Bob Bishop
USF Tampa College Representative – Eric Eisenberg
USF Tampa College Representative – Moez Limayem
USF System Marketing & Communications Agency Representative – SPARK
Other Guests

6. Marketing & communications goals 2018
Develop a strategic marketing platform that will effectively promote the University of South Florida System to all key constituent groups
Develop a Brand Vision, Brand Position Statement, Brand Personality and Brand Values to inform the creative process
Based on above, Recommend a tag line for the campaign
Develop five to six pillars upon which the campaign will rest
Create a matrix for outcomes that provides ROI measures

7. BRAND VISION
A University Shaping the Future

8. USF Brand Position statement
We are united in a relentless optimism for the future. Working together, and guided by our key values, there is nothing we can’t achieve

9. USF Brand Personality
BOLD: We are agile. We think quickly on our feet. We adapt readily to obstacles, and look for innovative solutions to the world's most challenging problems
UNITED: We are stronger together. We collaborate. We seek new ways to work together and maximize efficiencies
LEADERS: We are committed to the each other's success. We nurture talent and value opportunities to grow and develop professionally. We hold each other accountable
LOYAL: We treat each other with respect, trust and integrity. We do what we say we are going to do. We are loyal to each other and for the good of the System
IMPACTFUL: We make a difference. We are tied to our communities. We are global citizens. We catalyze regional economic development and success
STUDENT-CENTRIC: We work together to ensure that student success is at the center of everything we do
HIGH-QUALITY: We have passion for delivering quality service to students, faculty, staff, employers and members of our communities.
We are BULLISH

10. USF Brand VALUES
STUDENT FIRST – We take care of our students and work to ensure their academic success. As a result, they graduate on time and prosper
YOUTHFUL – We have a freshness and vigor that invites creativity and wonder. We remain young in our interpretation of the world and our expectations for it. We are comfortable trying new things and always expect to succeed
MODERN* – We move in step with the ever changing world, but at the Speed of USF. We have reached higher and achieved more, faster than our peers in student success, faculty achievement, research and discovery, and philanthropy
GLOBAL – We operate in a global community and think globally. We create opportunities for the global exchange of people and ideas and seek out learning experiences for our students and faculty in international environments at home and abroad
INCLUSIVE – We believe there is value in diversity and we foster a climate that is welcoming, inclusive and safe for everyone
METROPOLITAN – In the heart of the vibrant Tampa Bay Area, we are determined to impact the future of Florida and the nation through research, discovery and community partnerships

11. Usf Brand council
The Council is designed to provide advice and recommendations to the Chief Marketing Officer and University leadership
The Brand Council should work to inform, inspire, and instruct the organization on stewarding the brand, so that over time, everyone in the organization knows how to appropriately interpret and reinforce the brand
Council members are, in effect, the front-line Ambassadors and Advocates for the brand

13. Be bullish -- Brand tag line
BULLISH – Optimistic about something’s or someone’s future
Strong cultural relevance on what it takes to succeed today. We have to make life happen, not let life happen
Possesses overtones of the bull market which implies success and financial rewards
Separates us more aggressively from our competitors through our confident attitude
Can be used to describe the entire USF System

14. Usf system – brand pillars
Student Success
World-Class Faculty
Research Achievements
Innovation and Creativity
Advancing Medical Science
Morsani College of Medicine Tampa
Global Influence
Socio-Economic Powerhouse

15. MEASURING SUCCESS
Seek to influence USF’s Reputational Score in key ranking systems in order to improve overall rankings
Increased presence in key media outlets through paid and earned activities (advertising and public relations)
Increased presence on the Web and Social Media platforms
Take advantage of our partnerships to leverage USF at conferences, events and other venues

16. MEASURING SUCCESS
Seek to improve High School Guidance Counselor scores
Work closely with Innovative Education to influence High School Guidance Counselors’ opinion of the USF System
Seek to improve the Alumni Giving Rate
Seek to improve Alumni Participation Rate
Develop an army of disciples around the USF System

17. MEASURING SUCCESS
Working with Innovative Education, Student Admissions and other groups throughout the system, play an active role in the student recruitment process. Seek to enhance:
Average high school GPA
Average SAT & ACT Scores
Mid-range SAT & ACT Scores
Top 10% of high school class

18. University marketing & communications
We are here to support the Goals and Objectives of the USF System by providing outstanding service to our partners across the system
Web & Digital Communications – Steve Dapcic
USF Health Communications – Monica Matos
Marketing – Thomas VanderKlipp
Public Relations & Communications -- TBD

19. Significant projects underway
THE Young Universities Summit – June 5-7
Adidas, Bookstore & Merchandising activation
Sun Dome sponsorship Agreement
Microsoft Dynamics Partnership
Brand Launch Sept. 3
Public introduction
Internal activation
Logo enhancements
Revised Website Launch
System Unification Process & Progress
Morsani College of Medicine Progress
Redesigned USF License Plate
Tobacco Free Campus – Fall Initiative
USF Tampa & USF System Strategic Plan introduction

20. Thank you