To truly disrupt a major university brand, one must be a brave soul. As a veteran marketer in higher education and the corporate world, Joe Hice managed a transformational change at the University of Florida with their famous Gator Nation campaign. So when the retiring USF System President, Dr. Judy Genshaft, gave Joe the daunting task of updating the brand to reflect the USF of today – a performance-driven research powerhouse – he embraced a “Bullish” attitude. It did not go as planned and in the end, the disruption he was after was just too disruptive. Join us on September 19th to learn from Joe Hice, USF’s Chief Marketing Officer, on how he created a culture open to change, but that was not as ready as he thought for the disruption that would follow. Joe will discuss the key metrics he gauged to measure the impact, and how he responded to a controversial new logo.

Key Takeaways:

  • How to encourage disruptive change at a large organization
  • Measuring the impact of a large-scale rebranding effort
  • How to recognize “the research got it all wrong”
  • What to do about it

When | September 19, 2019

Where |The Columbia Restaurant: 2117 E 7th AveTampa, FL 33605

Parking |Free on the street and in 2 private lots either directly across the street from the restaurant or directly behind the building.

Time | 11:20am- 1:30pm, doors open at 11:30

Price | AMA Tampa Bay Members $35 | Non-Members $55 | Students $25 | Walk-up an additional $5

*Online registration closes September 17 at 5 pm Eastern. Event day walk-up registrations incur an additional $5 charge.


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