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A Partnership to Brand North Floridas Newest State College

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Florida Community College at Jacksonville was the

fth largest community college system in the country.

It served the community with great success and had

a outstanding reputation with area businesses.

Everyone knew FCCJ as a great place to start your

higher ed. journey and then transition to a four-year

university. Others would come for valuable skills-

based training for in-demand, high-paying jobs. So

why make a change? As the old adage goes If it

isnt broke, dont x it, right?

The system was denitely not broken, however leadership at FCCJ realized that there was a

growing segment of the community that was being under served. There were many students

that either preferred not to transfer to another institution to nish their education or oth-

ers that felt that a traditional university was not the right t for them. Thus began FCCJs

preparation to transition to a four-year college.

The Project - Conversion to a four-year College - The Big Picture... Realized.

A four-year college, sounded great. FCCJ already had all the infrastructure in place. They had

the physical space, they had the faculty, they even knew the demand was there. They under-

stood the nal destination... but were not exactly sure how to get there.

FCCJs leadership understood the challenges ahead of them. With a limited timeframe and alimited budget they need a partner for this journey. Enter Principle Creative.

The leadership team at Principle Creative met with the college and through a series of dis-

covery meetings, to clearly dene the goals, timeframes and put in place a project plan that

embraced the vision of FCCJs leadership and managed the many facets of the conversion.

Phase 1 introduced the transition and explaned why FCCJ was making the change to a four-

year college. This message took on two faces, explaining the benets of this new college to

the community, while putting to rest the fears current students felt about the change. We

needed to show them that everything that made FCCJ good wasnt going to change. Having

your cake and eat it too?

In this case, yes. With a carefully crafted message and branding strategy we were able to do

just that. Phase 1 was a massive undertaking that was developed and launched in 23-weeks

and consisted of:

Branding Strategy

Logos and Identity

Advertising - TV, radio, billboards and web

5 Web Sites (converting fccj.edu, a 20,000 page site, to 5 sites in 12 weeks)

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