Florida State University needed to better convey to its constituents and the nation as a whole its academic preeminence over a dated image as a football school. Our message: It is rising higher and faster than any other university in the U.S. News & World Report Top 50. The communications staff redoubled its efforts, which helped increase FSU's "reputational ranking" dramatically and, in turn, allowed the university to make a huge splash when the rankings came out that turned students, faculty, staff, alumni, policymakers and the public into advocates for FSU's distinguished academics.
From the Judges
Excellent job on the university's amplifying the message. Changing a long-entrenched reputation and changing people's minds is no mean feat. Really well done. The modest budget and doing things internally make it even more impressive. Great way to promote rising in the rankings. I liked the use of multiple mediums and consistency. Strategic communications campaign bringing in a multitude of tactics - including the press conference with top leadership and the governor to raise visibility and elevate national reputation credibility. Consistency of messaging and great use of students to illustrate your news.
FSU celebrates historic rise to No. 18 in national rankings
