1.
Alison Zeringue, Alicia Jasmin, Nico Rose, Sheila Flatz
Beat Brand Boredom: Aligning Brand with Student
Experience to Reinvigorate Interest in Your School

2.
ALISON ZERINGUE
Accounts Director,
Search Influence
azeringue@searchinfluence.com
SHEILA FLATZ
Assistant Director, Operations
(Marketing Lead)
sflatz@ufonline.ufl.edu
NICO ROSE
Chief Operating Officer
and Associate Director
n.rose@ufonline.ufl.edu
ALICIA JASMIN
Director of Marketing
& Communications
ajasmin@tulane.edu

3.
BACKGROUND
The University of Florida
completed an
institution-wide rebanding
in late 2021.
This included both
messaging/positioning and
visual elements.
The UF Online brand
framework was
established in 2016.
This resulted in both a
message & visual
disconnect. Additionally,
shifts in learner audiences
and institutional factors
(such as ranking,
reputation, etc.) created
gaps in existing brand
platform.

4.
AUDIENCE
Primary audience differences between residential and online undergraduate students:
● UF RESIDENTIAL LEARNERS:
○ Traditional age, space limited, 20% transfer population
● UF ONLINE LEARNERS:
○ 88% transfer, same admission criteria but not limited by space
○ UF Online students work, have families:
■ 66% part-time
■ 40% full-time
■ 30% caregivers

5.
CONSIDERATIONS
Voice and tone
relative to
mission and
values
Ranking and reputation positioning
in the context of non-traditional
learners
High ranking elevates reputation but
also can make it seem inaccessible
Price Point Positioning
UF Online tuition is
approximately 40% less than
campus

6.
PAST BRANDING EXAMPLES

7.
PAST BRANDING EXAMPLES

8.
Secondary
Research
REBRAND PROCESS
Analyze
historical
enrollment
trends and
learner
demographics
Small group and 1:1
conversations with
stakeholders
Administrators,
Faculty, Staff,
Students, Alumni
Competitive
Audit
1 2 3 4

9.
COMPETITIVE SET ANALYSIS

10.
Update messaging to use
more humanizing elements
tells that story in a way that
feels more accessible and
approachable.
Focus on the end goal. While many online
providers focus on category imperatives, there is
opportunity to focus on UF Online’s delivery of
workforce-relevant, rigorous academic programs,
and pathways that lead to successful careers.
DISCOVERY OUTCOMES

11.
NEW STYLE GUIDE
If you’re ready to put in the commitment, we’ll commit to you.
Do you have what it takes to become one of us? Prove it.
OLD STYLE GUIDE
Great achievement can’t happen without great support.
AND
It’s not about where you are. It’s about where you want to be.

12.
Old Branding
New Branding

13.
NEW BRAND PERSONALITY

14.
We’re moving away from
students being alone in
photos to bringing students
together.
Moving toward less reliance
on stock photos to convey
connection and momentum.

15.
NEW BRANDING EXAMPLES

16.
20% Tuition Discounts
● HBCU grads
● First Generation Students
● Veterans & Active-Duty Military
● Active and Retired Public Safety
Personnel
● Phi Theta Kappa (PTK) Members
● Yellow Ribbon Program
● Tulane Alumni
The SoPA Story
Fall 2021

17.
PAST SLOGAN
NEW SLOGAN
Let it be you.
(2018-2021)
Your path. Our purpose.
(2021-current)

18.
Before
After

19.
How To: Bring New
Branding to Market in
Digital Campaigns

20.
START WITH THE RIGHT EXPECTATIONS
MAKE A TRANSITION PLAN
CHECK AND ADJUST
1
2
3
4
SET SHORT AND LONG TERM METRICS-BASED GOALS
ITERATE ON YOUR NEW CREATIVE
5

21.
STEP 1: START WITH THE RIGHT EXPECTATIONS

22.
STEP 2: MAKE A TRANSITION PLAN
Time it right
Implement alongside existing ads
1
2
3 Pause old creative based on data
“Duplicate the fatigued
creative with new creative
that looks VERY different.
Run them alongside
each other until the
new ad shows high
performance and then
pause old creative.”
Directly from a Facebook Rep

23.
STEP 3: SET SHORT AND LONG TERM METRICS-BASED GOALS
SAMPLE GOALS
Within the first 3 months, keep cost per conversion below $80
By 6 months after launch, increase click through rate by 30%
1
2
3 By 9 months after launch, increase conversions by 15%

24.
STEP 4: CHECK AND ADJUST
January
Implement new creative
March
Spike in CPI
April-May
Optimizations to get CPI back down
June
New fiscal year budget
July-Nov
Optimizations to get CPI back down

25.
STEP 5: ITERATE ON YOUR NEW CREATIVE

26.
KEY TAKEAWAYS

27.
Align with current student expectations, which have evolved
since the pandemic.
Be tuned into unique student situations (working
adults, student parents etc) and attitudes when
creating voice and tone.
Implementation can feel like starting over, but it
doesn’t have to.
1
2
3
4
Set realistic expectations with your stakeholders.
Branding evolution is never done. Use data to
evaluate and iterate on your brand voice & identity.
5

28.
Q A
&

29.
Thank You
ALISON ZERINGUE
Accounts Director,
Search Influence
azeringue@searchinfluence.com
SHEILA FLATZ
Assistant Director, Operations
(Marketing Lead)
sflatz@ufonline.ufl.edu
NICO ROSE
Chief Operating Officer
and Associate Director
n.rose@ufonline.ufl.edu
ALICIA JASMIN
Director of Marketing
& Communications
ajasmin@tulane.edu