University of South Florida Bulls Horns Sign SPARK Brand Recognition

The University of South Florida, one of the leading research universities in the Southeast, has named SPARK as its new agency of record for brand strategy and marketing consultation services. The University of South Florida System with campuses in Tampa, St. Petersburg and Sarasota-Manatee, boasts more than 50,000 students, with 15,000 faculty and staff members.

The appointment comes after an extensive evaluation process involving proposals from more than a dozen agencies and in an effort to meet the goals laid out in USF’s updated strategic plan. Better brand recognition, enhanced perception and an increased awareness of the university’s student and faculty accomplishments were among the key objectives.

“The University of South Florida is one of the nation’s top metropolitan research universities. In hiring SPARK we are taking steps to strengthen the USF brand on the local, national and international level. Their team will help us continue to build our reputation as a leader in student success, a research powerhouse and a major socioeconomic driver,” USF System Vice President and Chief Marketing Officer Joe Hice said.

SPARK will partner with USF’s leadership, Brand Council and marketing and communications teams to lead brand repositioning and integrated marketing efforts.

“A third of our employees are USF alumni, including myself,” said Dulani Porter, Partner and Executive Vice President with SPARK. “We are incredibly excited to be a part of telling USF’s story, and highlighting their accomplishments and global impact. This is our opportunity to help USF gain the recognition it deserves on a much larger stage.”