This was an exciting summer for Florida Polytechnic University. The marketing team has been working since January on launching a new logo, look and website. Our finish line was Aug. 1, which meant July was dedicated to generating excitement and educating our audiences about the upcoming changes.

As content strategist, I drafted a comprehensive communications plan built on email, social media and video. Having this all mapped out took some time, but when it was done, all we had to do was plug in the pieces and go.

Here is what I wrote for July 12. Our overall message was: “We’re moving into a new period for Florida Poly.”

Email:

Social Media:

It was critically important that our audiences (alumni, parents, Board of Trustees, students, staff and faculty) understood that the new look was coming. But that doesn’t mean we couldn’t balance the serious business of education with a touch of humor.

I wrote, produced and edited a series of videos that were sent out by email a few days after our more straightforward emails went out. These fun videos delivered our message, while also showing that the highest authority at the university endorsed the new logo.

Email:

Social Media:

The three videos, documenting our President’s failed attempts to leak the logo:

First Leak

Dr. Avent goes underground

Dr. Avent concedes defeat

All told, the team used six emails, three videos and multiple social media messages to achieve our goal. The end result was a smooth, fun transition from old to new.