University Relations + IFAS: Land Grand Campaign

Photography, Print, Public Relations, Social Media, Video, Web

Client Creative Services, IFAS, Photography, Print, University Relations, Web Design/Development
Date April 4, 2013

To help commemorate the 150th anniversary of the passage of Morrill Act – the legislation that helped create the land-grant university system – the University of Florida rolled out a major cross-media campaign in 2012.

Working closely with the College of Agricultural and Life Sciences, University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS), and a committee of volunteers from around campus, the Office of University Relations developed and implemented a comprehensive communications strategy to inform the campus community and residents of Florida about the importance of the Morrill Act and how UF has stayed true to its spirit by providing students with access to diverse, high quality educational opportunities.

The “Land Grand” campaign leveraged the power of the best scenic campus photography as a captivating starting point, and included campus-wide banners as well as a comprehensive website dedicated to the commemoration. University Relations also produced a public service television commercial, magazine ads, brochures, press releases, and with IFAS creatives, a PR “tool kit” (complete with ad slicks, graphic elements, and guidelines) for all 67 county IFAS extension offices to individually promote the milestone.

After the yearlong commemoration of the Morrill Act, a closing symposium entitled “Bricks and Mortar in a Digital Age” attracted a crowd of more than 500 people.


Terri Balser, Dean, CALS
Dan Williams, AVP Marketing, University Relations
Ruth Borger, AVP Marketing, IFAS


Jim Harrison, Creative Director, University Relations
Paul Bernard, Copywriter, University Relations
Al Kirby, Web Designer/Developer, University Relations
Tracy Bryant, Coordinator of Creative Services, IFAS
Eric Zamora, Photographer, University Relations
Ray Carson, Photography Coordinator, University Relations

Strategic planning spearheaded by UREL and coordinated between IFAS and CALS throughout

Creation of a branded message and visual platform to command attention and inform the UF public on an obscure topic

Integrated creative services between UREL and IFAS to ensure follow-through and creative integrity

Coordination with UF Multimedia Properties during production of TV media

Use of adaptive design so that the website provides an extremely consistent experience across platforms

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