Learn what a brand is and why having an authentic brand story is essential through a clear, compelling, and consistent narrative.

Discover why creating a unique and sustainable message that resonates with all of the University of Florida’s audiences is essential.

Positioning is how we want to be thought of in the minds of our most important audiences.

UF has many different audiences that we communicate with. Learn why segmenting your audiences is important to help align priority messages accordingly.

Create clear and consistent messaging by connecting what the University of Florida offers to why it matters to our audience.

Personality humanizes the brand and shapes the overall tone of our communications.

The brand narrative helps us deliver our messaging, keeps us consistent, and makes our stories believable.

Explore how the core themes of our brand narrative influence the language we use in communication.

While specific vocabulary in your messaging will vary, ensuring the UF voice is prominent will be driven by six essential traits.

Our visual language of photography, typography, colors, and graphic principles set the tone for how our audiences see and continue to recognize our brand.

Answering the “who,” “what,” and “why” of your message can help you craft effective, authentic communication.

Data Visualization and Data-Driven Decisions from the University of Florida Office of Strategic Communications and Marketing.

Things to know about the new age of Google Analytics.

Removing barriers creates inclusive content.

Defining the Relationship Between UF & Registered Student Organizations

A behind-the-scenes look into how “Food Is Our Middle Name” was planned and brought to market.

What components help make a story compelling? Insights into SCM’s Videography pre-planning and filming process show tools you can use.

Learn that one size doesn’t fit all regarding social media video, the best specs and platform placements, where to focus your time and team, measuring success, and more.

Matt Splett, director of communications for the University of Florida College of Pharmacy, shows how their communications team worked to build buzz and bring awareness to this milestone centennial year using a strategic communications plan.

August Woody, web and SEO specialist, in the Office of Strategic Communications and Marketing (SCM) will dive into the basics of search engine optimization (SEO) and keyword research. You’ll walk away with tips and tools on how to get the most from your SEO efforts.

August Woody and Ana Mertz from the Office of Strategic Communications and Marketing show how to get a more in-depth look at your search engine optimization (SEO) efforts by developing Key Performance Indicators (KPI) and finding ways to measure your success.

Tonya Smith from the Office of Strategic Communications and Marketing reviews best practices for accessibility in online marketing.

Erik Dafforn, analytics and SEO consultant from Exoterik Media, shares best practices for tracking your campaign metrics using UTM codes. Learn how, when and where to use them, as well as how to see this data in Google Analytics 4 to gain insights into the success of your campaigns.

Abby Weingarten, senior communications strategist for SCM shows how op-eds are written for state and national media. Learn more about how to share your viewpoint with the world through op-ed writing.

April Hines, Journalism and Mass Communications librarian, explores the wealth of digital tools available through UF’s George A. Smathers Libraries and the resources tailored for marketing and communications professionals. Learn how platforms for audience analytics, research, and more can elevate your projects.

Danny Aguilar and Toni-Lee Maitland from UFIT Web Services show how you can enhance the design process for your UF websites using the Mercury design kit. Learn how to stage the design of websites seamlessly before starting web development.

Join John Berg, Assistant Vice President of Marketing at UF Health, as he takes us behind the scenes of the UF Health campaign created for the U.S. Olympic and Paralympic teams. Discover how UF Health celebrated our athletes and the dedicated professionals whose research and expertise make their incredible performances possible, and learn how these efforts benefit everyone.

Mark McCallister, Director of Academic Technology at UF Information Technology, presents “Running a Clean Digital Ship: Preparing for the AI Future.” As artificial intelligence (AI) reshapes the web, with natural language interfaces and digital assistants gradually replacing traditional search engines, it’s more important than ever for our online presence to convey the right message. In this talk, Mark will explore how AI is transforming web content and offer strategies for maintaining a clean, distraction-free digital space.

Stay ahead in the fast-paced world of social media! Join SCM’s social media specialist, Kayla Weeks, as she breaks down the biggest updates from the past six months and shares tips on how to optimize your content strategy.

Zach Read, Senior Producer at SCM, introduces the new UF Digital Asset Management (DAM) library. Discover its key features and learn valuable tips for optimizing photos and videos to streamline your creative workflow.