The Brief


The Office of Diversity and Inclusion was eager to rebrand and to further and more effectively advocate an exceedingly diverse, open-minded and inclusive campus. The ODI approached our team at Three21 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.

Objective

Three21 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. Three21 also aimed to create an equally memorable brand experience.

Strategy

Excited at the opportunity to participate in an especially creative and influential project, the Three21 team hit the ground running. Our team developed a seamless strategy, which included four main touchpoints.

AWARENESS


RALLY FOR RESPECTTV & VIDEOEMAIL MARKETINGWEB & MOBILETRADITIONAL ADSGIVEAWAY

EDUCATION


EXPERIENTIAL MARKETINGRALLY FOR RESPECTTV & VIDEOEMAIL MARKETINGWEB & MOBILETRADITIONAL ADS

INCENTIVE


GIVEAWAYSSELF-FULFILLMENTCOMMUNITYINVOLVEMENT

ENGAGEMENT


EXPERIENTIAL MARKETINGRALLY FOR RESPECTEMAIL MARKETINGWEB & MOBILE

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.

CreatingThe Brand

UCF approached Three21 with the challenge of branding both a campaign and e vent. “Be Yourself, Together” is the main tagline f or 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

Three21 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


Three21 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.

respect_sayings

Three21 was asked to assist in the promotion and support of the ‘Rally for Respect’ event that prefaced UCF’s Diversity Week. The goal was to get 300 members to attend. Our team used a mix of digital and traditional tactics, powered by a series of promotional videos and strategic messaging, bringing over 1,000 participants to the event. Additionally, we helped with the organization and collateral for the Diversity Breakfast, the marquee event for UCF’s Diversity Week.

Television & Video


Three21 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.

Television & Video


Three21 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.

E-Mail Marketing


Three21 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.

E-Mail Marketing


Three21 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 Ads

Print and Outdoor


Three21 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’.

Traditional AdsPrint and Outdoor


Three21 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’.

Traditional Ads

Print and Outdoor


Three21 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’.

Traditional AdsPrint and Outdoor


Three21 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


Students love free stuff. Our team used the 5 campaign ‘feature’ words for promotional items that illustrated what respect means to each student. Students were able to choose the word they felt most related to their opinion. These T-Shirts and Stuff Sacks were available during Diversity Week in exchange for a student’s commitment to “Respect”. T-Shirts were also given to anyone who attended the Rally for Respect. These promotional giveaways helped the Office of Diversity and Inclusion gain additional exposure—as students, faculty, and staff wear the giveaways, they literally become real-life walking/talking billboards.

Giveaways &Promotions


Students love free stuff. Our team used the 5 campaign ‘feature’ words for promotional items that illustrated what respect means to each student. Students were able to choose the word they felt most related to their opinion. These T-Shirts and Stuff Sacks were available during Diversity Week in exchange for a student’s commitment to “Respect”. T-Shirts were also given to anyone who attended the Rally for Respect. These promotional giveaways helped the Office of Diversity and Inclusion gain additional exposure—as students, faculty, and staff wear the giveaways, they literally become real-life walking/talking billboards.

FINAL THOUGHTS


Using a mix of new branding initiatives, influential collateral to support awareness, and multiple tactics to create engagement, the objectives to help gain exposure for the Office of Diversity and Inclusion and their #RespectUCF campaign far surpassed conversion and awareness goals set by our client.  Additionally, and just as vital, this initiative clearly helped to create valuable mindfulness about the importance of embracing diversity on the UCF Campus.

Interested in learning what we can do for your brand? Let’s talk.