Work Samples Prepared for:
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Agency Overview
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University of Florida
University of Florida
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![](https://work.160over90.com/wp-content/uploads/2019/03/Screen-Shot-2019-03-05-at-5.24.12-PM.png)
University of Florida
Situation
It’s almost impossible not to know The Gator Nation. The University of Florida’s (“UF”) athletic prowess has long been a reputational driver—so much so that it has overshadowed the University’s academic excellence. In 2014, then-Governor Rick Scott issued a mandate to propel UF into a Top-10 U.S. News & World Report public university ranking (up from #17) by 2020. That would require a concerted effort—between UF and 160over90, and across the institution’s 16 colleges and schools, nearly 31,000 faculty and staff, and more than 415,000 alumni—to arrive at one cohesive brand voice, articulate a greater purpose, and position UF as a national leader in academic excellence.
From an athletics perspective, the Floria Gators were also seeking to create a brand platform to represent all 21 varsity programs and to re-establish The Gator Nation as a powerhouse across all sports. Playing in the fiercely competitive SEC and battling in-state rivals for the nation’s top recruits had helped the Gators rack up 33 national championships, over 260 individual national champions, and 100 Olympic medals. Yet, UF was still primarily known for its gridiron accomplishments.
Solution
The University launched a strategic plan specifically designed to address operational rankings factors—class size, student-to-faculty ratio, research funding. And 160over90 launched a complementary branding effort—UF’s first in a decade—to shift the narrative to academic rigor and research, and specifically, to influence rankings awareness and engagement measures including peer reputation, guidance counselor evaluations, academic quality of inbound classes, and alumni participation rate.
The overarching institutional brand platform, For the Gator Good elevated eight UF preeminence areas— among them early childhood development, renewable energy, food safety and sustainability, and the brain—that had gone largely unrecognized, but that are interdisciplinary, involve researchers across campus, and represent a collective commitment to improve the state of Florida and the state of the planet.
At the institutional level, 160over90 leveraged digital, video vignettes and a PSA series, paid media, environmental, and content marketing to reach academic and industry thought leaders, raising awareness of UF’s research strengths and asking for others’ participation in combating the world’s toughest problems.
Results
UF exceeded its rankings goal, moving to the #7 spot among Publics and securing reinvestment from the state legislature as Florida’s preeminent university.
The University has also experienced a 13% increase in undergraduate applications and a 5% increase in enrollment.
On the fundraising front, UF saw its largest pledge year in history, secured a $100M donation from the Warrington family, and to date has raised $2.18B toward its goal.
Our Gator football hype video has had millions of views, making it one of the most watched college football videos of the year.
The Gators saw increased ticket sales, including a 20% spike for men’s basketball and an increase in recruiting rankings, which jumped to number 8 for football and climbed to number 6 for basketball.
![](https://work.160over90.com/wp-content/uploads/2019/03/Screen-Shot-2019-03-05-at-5.24.12-PM.png)
University of Florida Athletics
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![](https://work.160over90.com/wp-content/uploads/2020/02/Screen-Shot-2020-02-03-at-3.38.43-PM.png)
Florida Gators
Situation
Playing in the fiercely competitive SEC as well as battling in-state rivals for the nation’s top recruits had helped the Gators rack up 33 national championships, over 260 individual national champions and 100 Olympic medals. Yet, UF was still primarily known for its gridiron accomplishments. We leveraged that strength and, through an investigation process that included interviews with over 300 people across the athletics department, developed a brand that changed the perception from football school to a destination for winning athletes.
Solution
The brand we created lets fans and athletes everywhere know what it means to
be a Gator. It’s the commitment to each other and The Gator Nation that allows UF to be truly unstoppable. We launched a football hype video that ran in The Swamp and online; it wasn’t just about what happens on the field, but what’s in the hearts of Gator fans. By the second time it played, fans in the stands had memorized it and recited it word for word. We also delivered recruiting templates to coaches in revenue and non-revenue sports which could be customized and used in print and social media. And we created an all-sports video highlighting the full power of the orange and blue.
Results
Our Gator football hype video has had millions of views, making it one of the most watched college football videos of the year. And the Gators saw increased ticket sales, including a 20 percent spike for men’s basketball and an increase in recruiting rankings, which jumped to number 8 for football and climbed to number 6 for basketball.
![](https://work.160over90.com/wp-content/uploads/2020/02/Screen-Shot-2020-02-03-at-3.38.43-PM.png)
University of Florida
"Go Greater"
Florida Gators
"One Nation. The Gator Nation."
UCLA
UCLA
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![](https://work.160over90.com/wp-content/uploads/2019/11/Screen-Shot-2019-11-15-at-3.36.00-PM.png)
UCLA
SITUATION
There are few universities in the world that have the gravitas of UCLA. Globally recognized, highly sought-after, and one of the most applied to schools in the country. Yet, in the broader community, there are still a lot of misconceptions out there about who and what UCLA actually is and what it stands for. As the institution approaches its centennial anniversary in 2019, the leadership team recognized this was the perfect moment to clarify UCLA’s narrative for all audiences, drive key revenue generators across the institution—such as advancement, enrollment, athletics, and more—and lay the groundwork for the institution’s most ambitious fundraising effort to-date.
SOLUTION
160over90 was tasked to create an overarching institutional brand that would shape perception in the community and beyond, and also to translate that brand narrative for the centennial comprehensive campaign. The vehicle we found to deliver this message came from an in-depth discovery process. From the moment we stepped on UCLA’s campus we felt an overwhelming sense of optimism. Just about every student, faculty and staff member we met projected an air of informed, inclusive, positive enthusiasm. They not only knew they could make a difference, they were absolutely certain that they would. This unique, powerful, inspiring anomaly became the through line of the brand we built. The brand platform then translated to the campaign by drawing on the UC System’s motto, “Let There be Light,” while leaving the phrase open-ended to create a flexible device that could serve every area and cause across the entire institution. The Let There Be campaign launched in 2014 and has since surpassed its $4.2M goal 18 months ahead of schedule.
UCLA has capable and robust in-house teams of communicators across advancement, communications, and enrollment. From the start of this process, this relationship has been more than a collaboration. It’s been a shared journey of uncovering the institution’s essence, articulating and coauthoring a resonant campaign narrative, and co-creating the massive body of work that moved this campaign—this entire institution—forward to UCLA’s centennial anniversary, and beyond.
RESULTS
During our partnership, UCLA has achieved the following results:
• Increase to #18 in U.S. News & World Report Rankings
• Recognized as the #1 Public University by U.S. News & World Report
• Admissions increased by 36%
• Total applications in 2017 were 113,000
• First-generation applications increased by 9%
![](https://work.160over90.com/wp-content/uploads/2019/11/Screen-Shot-2019-11-15-at-3.36.00-PM.png)
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Under Armour x UCLA
Venice Beach Takeover
![](https://work.160over90.com/wp-content/uploads/2019/11/UCLAUA6.png)
Venice Beach Takeover
CHALLENGE
Take the largest shoe and apparel sponsorship in college sports history and launch it in a big way.
SOLUTION
160over90 orchestrated a Venice Beach takeover for a full day celebrating Under Armour innovation, UCLA athletics, and the eclectic culture of the location. The iconic basketball courts were transformed to recreate the feel of UCLA’s Pauley Pavilion, where we hosted the UCLA men’s and women’s basketball teams, a 3-on-3 Battle of the Boardwalk tournament, a performance by WME client Ty Dolla $ign, a free yoga session on the court, live graffiti art, and Under Armour retail shops.
RESULTS
Under Armour drew cross-cultural media attention and LA area influencers drove awareness, with millions of impressions.
University of Virginia
Admissions Case Study
View Creative Samples![](https://work.160over90.com/wp-content/uploads/2019/12/Screen-Shot-2019-12-12-at-7.42.59-AM-e1578429361940.png)
University of Virginia
Situation
The nation’s first public university, the University of Virginia (“UVA”) has played an integral role in the evolution of public education in the United States. Thomas Jefferson architected a new model for higher education, and the Academical Village—designed to create cross- disciplinary exchange—was positioned at the center of it all. For more than 200 years since, UVA has fulfilled its cinematic origin story as a heavy-hitting research institution, consistently ranked among the top publics, with 11 prestigious schools, a comprehensive health system, and top athletics programs. But the legend of Jefferson and UVA’s museum- like traditions were overpowering critical stories of ingenuity and innovation, compromising relevancy. So in 2014, in the lead-up to the launch of its Bicentennial Commemoration and its largest-ever comprehensive campaign, UVA engaged 160over90 to redefine, reanimate, and future-proof UVA’s brand platform and narrative.
Solution
To combat UVA’s historical reliance but honor its great legacy, 160over90 adjusted the narrative from Jefferson himself to the timeless ideals he espoused. The resulting brand platform, Living Idealism, draws on the past while always looking to the future, reflecting the endless pursuits of the community and demonstrating a continued commitment to excellence, ingenuity, and leadership throughout UVA’s third century.
Themes of collaboration, experimentation, and constant evolution were explored via print, digital, TV, radio, social, and high-visibility out-of-home placements. We’ve worked to reposition the incredibly iconic Rotunda from a ‘monument’ to a bulldozer, honoring UVA’s radical ways of thinking about what sits at the center of an educational experience. We’ve reimagined the President’s Report as Illimitable, a biannual editorial publication showcasing the best of UVA’s pursuits, relaunching it as a rich media online magazine.
And through a diligent process of engaging all corners of the community and equipping more than 1,600 communicators with proper marketing tools and assets—we’ve built a creative and cohesive storytelling ecosystem at UVA that aligned the overarching institution, schools, health system, athletics, admissions, advancement, and individual sub-brands/business units.
Results
In six years’ time, we’ve built more than a brand identity for UVA—we’ve created a dynamic ecosystem that reflects the true diversity, shared energy, and bold mission of one of the nation’s great universities.
We’ve increased the institution’s visibility and perception within the Commonwealth of Virginia and in the national landscape. An awareness campaign yielded more than 22 million impressions, resulting in the most successful video in school history and an 87% lift in unique site visits. A new subscription campaign for the news platform increased reach by 85% and generated 40,000+ subscribers. And a realignment of social properties grew total followers by nearly 40% in just the first year.
We’ve helped UVA achieve an historic high in quality applications and student diversity, growing undergraduate applications by 27%; increasing first- generation and minority applicants by more than 25% and 11%, respectively; and securing the largest number of early-action applications in UVA’s history, while also improving average SAT scores by more than 60 points.
And as a testament to internal adoption and brand alignment, in 2017 UVA was recognized by the American Marketing Association as the Higher Education Marketing Team of the Year.
![](https://work.160over90.com/wp-content/uploads/2019/12/Screen-Shot-2019-12-12-at-7.42.59-AM-e1578429361940.png)
University of Virginia Athletics
Case Study
View Creative Samples![](https://work.160over90.com/wp-content/uploads/2020/01/Screen-Shot-2020-01-24-at-2.19.38-PM.png)
University of Virginia Cavaliers
Situation
Known to some as the Hoos. To others, the Wahoos. And to all, the University of Virginia Cavaliers (“Cavaliers”). No matter the name, the Cavaliers are best known as leaders on every field. Students and athletes alike are fiercely competitive, hold themselves to a higher standard, and treat each game day with the same vigor as exam day. With 700+ student athletes spanning 27 varsity teams, the Cavaliers have captured more than 135 ACC Championships, 27 NCAA championships, and many UVA athletes have gone on to play professionally or participate in the Olympics.
However, despite past successes, the program was slipping in competitiveness. The significant lack of resources (finances, programming, and facilities) coupled with changes within the collegiate athletics landscape and the ACC, eliminated areas that historically have been competitive differentiators for the program. As a result, there was a critical need for reinvestment in the forward vision and success of the program.
With a new Athletics Director, new University President, and UVA’s $5 billion Honor the Future comprehensive capital campaign announced, the time was right for UVA Athletics to define who it is, where it’s going, and why it matters. The current internal team was eager for change, and these developments presented great opportunity to align an exceptional athletics program with the top-tier resources of UVA as an elite public institution. The Cavaliers approached 160over90 to build a band positioning and creative platform that would attract the best and brightest in university athletics and academics, strengthen high-value partnerships, and differentiate the Cavaliers on a national scale.
Solution
In 2014, 160over90 began working with UVA to develop their institutional brand platform—Living Idealism. This brand platform draws on the past while always looking to the future, reflecting the endless pursuits of the community and demonstrating a continued commitment to advancing knowledge, educating leaders, and improving the human condition throughout UVA’s third century. In the years that followed, our team worked with other sectors of the University, translating that work with the institution to each sub-brand. Leveraging all of our work to-date—and our historical knowledge of the University—160over90 conducted an athletics-focused immersion and story mining process to uncover the Cavaliers’ unique goals, opportunities, and challenges.
We came to understand that the Cavaliers’ foundation lies in their everlasting efforts at Redefining Victory. By challenging and defining what it means to win, how to lead, and how to achieve on the field, outside the arena, and into life beyond sports, the Cavaliers are able to deliver upon their public mission, remain competitive, and achieve success well beyond their athletic accomplishments.
In partnership with the Cavaliers’ internal team, we developed a unique brand platform that built on the sustained momentum of the program to-date. As part of these collaborative efforts, we concepted and executed an anthem video to highlight all sports at the University, a series of football-specific hype videos, and a fundraising campaign brochure. Additionally, our team developed full brand and social media guidelines to arm the Cavaliers’ internal team with the tools to implement the brand platform across every medium.
Results
Through cumulative efforts across the entire institution, as well as in collaboration with the internal Cavaliers team, the program has achieved a number of impressive results, including:
- Two NCAA National Championships, several ACC Championships, and multiple individual Academic accolades
- 2018-19 Men’s Capital One Cup winners
- 21 UVA teams (or programs with individuals representing their teams) appearing in postseason competition in 2018-19
- Eighth-place finish in 2018-19 Learfield IMG College Directors’ Cup; sixth Top 10 finish in 10 years
- UVA Football ACC Coastal Division title, ACC Championship Game, Orange Bowl invitation in 2019
- UVA Football per game home attendance increased by 21% from 2018, the highest increase in the ACC
- UVA Football student attendance increased by 17% from 2018 and was the highest since the 2007
- UVA Football season ticket total increased by 15% from 2018, the highest in 25 years
![](https://work.160over90.com/wp-content/uploads/2020/01/Screen-Shot-2020-01-24-at-2.19.38-PM.png)
“Building the Brand”
University of Virginia Athletics
"A Purpose Like Ours Lasts a Lifetime”
Texas A&M University
Texas A&M University
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![](https://work.160over90.com/wp-content/uploads/2019/12/Screen-Shot-2019-12-02-at-7.47.11-AM.png)
Texas A&M University
Situation
Texas A&M University is a fearless front. A community, standing arm in arm, ready for anything. Steeped in history, pride, and reverence, yet fueled by diverse backgrounds, talents, and search for excellence and truth. As a world-class institution, the university seeks to combine knowledge, research, and innovation to create solutions to far-reaching challenges that few institutions have the depth and breadth to achieve.
Together, Texas A&M’s top leaders and faculty members identified key areas in which the university has the proven expertise and creativity in research and teaching to take on society’s most critical problems and look fearlessly ahead at those yet to come. From now through 2020, former students and friends are uniting with faculty and staff in the Lead by Example campaign to enhance Texas A&M’s ability to tackle real-world problems. Such a transformational endeavor requires considerable resources that Texas A&M understood are neither present today, nor likely to become available from public funding sources. Only with private support will Texas A&M take its place among tomorrow’s most prestigious universities.
Solution
In the fall of 2015, Texas A&M was readying to break precedent in Texas and launch a $4 billion campaign. At the same time, the campus welcomed a new administration—both a university president and a foundation president—who inherited the campaign and were charged with rolling it out to stakeholders first across the university, and then across the country. Coupled with a thinly staffed communications team, the mobilization of this ambitious campaign posed a serious challenge.
160over90 was tasked with developing a singular brand voice for the institution to elevate the recognition of the university’s academic and research excellence, secure increased private funding, and strengthen state and federal resources focused on educational and research needs. The new brand platform we helped launch enhanced the perception of Texas A&M as one of the best and most dynamic universities in the world: a single progressive force on the leading edge of it all. As a result, the institution’s new positioning engaged multiple constituents with diverse (and sometimes conflicting) perspectives in a consistent, yet meaningful manner.
Results
The new brand platform served to realign Texas A&M at the overarching level, including a new omni-channel marketing campaign that launched in epic fashion just six months after the new president arrived. The comprehensive campaign included print, digital, TV/video, social media, and web initiatives, and gained the following results:
- Campaign:
Raised $3.87B to-date
More than 194K donors
834K gifts
Overall: 49MM total campaign impressions
PSA: 4.9MM views
Digital Ads:
17MM digital ad impressions
Impact video unit had high CTR of 4.41%
Display ads on The Chronicle of Higher Education (+50%), Forbes (+30%), and The Atlantic (+43%) performed well above CTR benchmark
Print: “Ripped from the headlines” print ads impacted more than 12+ publications nationally with 4.6MM impressions thus far
OOH: By leveraging markets with the biggest Aggie alumni networks, OOH placements gained extra traction on social media (in addition to 14.7MM impressions)
- Social Media:
15K shares of PSA
Posts featuring the :30 Fearless on Every Front video achieved .56% CTR on Facebook and .47% CTR on Twitter
3.8% CTR for paid social
![](https://work.160over90.com/wp-content/uploads/2019/12/Screen-Shot-2020-01-16-at-5.23.09-PM.png)
Texas A&M University
Campaign Website
Visit Website![](https://work.160over90.com/wp-content/uploads/2019/05/TXAM-Campaign_Website.png)
Texas A&M University Campaign Website
160over90 was tasked with developing a singular brand voice for Texas A&M University to elevate the recognition of the institution’s academic and research excellence, secure increased private funding, and strengthen state and federal resources focused on educational and research needs. The Fearless on Every Front brand enhances perception of Texas A&M as one of the best and most dynamic universities in the world: a single progressive force on the leading edge of it all. 160over90 developed a microsite to support the university’s $4.0 billion capital campaign, which houses unique institutional stories, displays video assets, and fosters social media interaction.
![](https://work.160over90.com/wp-content/uploads/2019/05/TXAM-Campaign_Website.png)
Texas A&M University
"Fearless Front"
Philadelphia Eagles
Philadelphia Eagles
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![](https://work.160over90.com/wp-content/uploads/2020/01/Screen-Shot-2021-03-10-at-11.26.22-AM.png)
Philadelphia Eagles
Situation
In a city obsessed with sports, Philadelphia has a deep passion for their Eagles. But back in 2012, after two disappointing seasons and tremendous change in the front office and coaching staff, fans felt disconnected from their team. The Eagles partnered with 160over90 to develop a brand strategy that could better reflect the team and reconnect fans with the City of Brotherly Love—in essence, that Philadelphia fueled the Eagles and the Eagles fueled Philadelphia. The brand narrative was designed to build season-to-season—rather than change direction with the seasonal tagline-driven campaigns typical of professional teams.
After seven seasons working with the Eagles, and a Super Bowl win under our belts, we needed to evolve the brand strategy and narrative to appropriately capture and express the new, progressive spirit of the Eagles to core fans and partners.
Solution
As such, going into the 2019/2020 season, we updated the brand strategy around a platform idea of “United We Win.” The Eagles are inextricably linked to Philadelphia, but no longer just by geography. The Eagles’ tie to the City is defined by a mindset built off a connection to a team and organization that brings millions of people together through a unified shared passion. In other words: This is bigger than football, the Eagles are out to win in all that they do.
Our new brand strategy manifested in the “Let’s Fly” campaign for the 2019/2020 season, which spanned video, advertising, OOH, social, and digital. From a creative perspective, we enhanced the team’s color palette by introducing energy green as a new visual element across our branding efforts.
160over90 worked with the Eagles to extend the brand’s reach to engage and energize current and new fans across the country (and the world), enhance the brand narrative to shine a light on the ideals and innovation of the Eagles enterprise, and to attract more premier, regional, and national partners to the team.
Results
This year’s video had over 2.5M views and ran on regional broadcasts throughout Philadelphia and other local markets. The video was also tweeted by influencers such as Mike Trout and Kobe Bryant.
![](https://work.160over90.com/wp-content/uploads/2020/01/Screen-Shot-2021-03-10-at-11.26.22-AM.png)
Philadelphia Eagles
"Let's Fly"
ESPN
ESPN
College Championship Billboard
![](https://work.160over90.com/wp-content/uploads/2019/11/billboard1.jpeg)
College Playoffs Billboard
CHALLENGE
College football supposedly has one of the most diehard fanbases in the country, we decided to test that with the ultimate challenge: live atop a billboard for 13 days and you could attend the National Championship as a VIP. The catch? You only stay for as long as your team plays.
SOLUTION
We converted a billboard into a home as four fans, representing the four semifinal teams, tested their devotion by living 50ft in the air on a billboard in downtown San Jose. But the biggest challenge of all wasn’t for the fans, it was for 160over90. Not only did we have to conquer the task of constructing a billboard that people could actually live on for weeks, we also had to make it entertaining for a livestream. Surprise appearances by players and commentators brightened the super fan’s spirits, while challenges including a Wing eating contest led by Joey Chestnut, earned them living upgrades.
RESULT
Outlets like Good Morning America caught wind of the challenge, but the big surprise was when local business owners came out to help the challengers celebrate New Year’s in style, complete with tuxedos, a private butler and an entire barbecued pig. This monumental risk payed off when two weeks and a lot of challenges later, the final two fans came down and got to be treated like VIPS as they watched Clemson take the National Championship.