Alexander Pompee ENC3331 Professor Wright Plan HoO The goal of my rhetorical campaign is to change the perception of UCF

in the media. As Ive previously stated, UCF falls victim to numerous news stories that portray the institution in a negative light. As a young and up and coming university, UCF is creating history. This campaign will use multimodal rhetoric to change UCFs reputation in the media. A large part of this multimodal approach is utilizing social media, specifically Facebook, Twitter, and YouTube. The Rhetorical campaign will be called Hub of Opportunity. This is based off of the fact that UCF stands for opportunity. The central theme for this campaign will be the fact that UCF grants multiple opportunities to students, staff, and small businesses, etc. This campaign will highlight UCFs achievements both past and present. This campaign encourages the university to promote its achievement and spread through students. An example of this campaign would be promoting the fact that UCF Knight-a-thon raised $258,554.17 for Children's Miracle Network. UCF would post the story on their UCF today news website and leave it at that. However, there was no call to action. That is a mistake UCF has made countless times in the past. There is little incitement for engagement. As part of the HoO campaign, this story would be posted on UCF today, displayed in the Student Union, expanded through the associated press, and shared via social media. The aim of this campaign is to spread positive news stories to members of the UCF community and encourage them to spread it in various forms of media

Pompee 2 One way, I plan to address this issue is press releases. I will get UCF students to write press releases about big stories happening on campus. These stories will revolve around charity, student development, research, student activities, and campus wide achievement. This gives students an opportunity to develop their writing and contribute to the university. This also allows UCF to receive multiple stories from various perspectives. Word of mouth is powerful. The call to action in Plan HoO will be a form of Kairos. Once a positive news story about UCF emerges, there should be an effort to share the news story while its fresh. This is a form of proper timing which leads to a more powerful message. UCF in the past has waited too long to take this approach. This resulted in the news stories never reaching its their true potential. Plan HoO will help UCF make a consorted effort to spread the news to local news stations, newspapers, and other members of the associated press. This will only be achieved properly making an effort to spread the story. A major mistake UCF makes is not utilizing Social Media to its fullest capability. Social media is now a necessity to multimodal rhetoric. It is best utilized when there is engagement. That means people must be like, commenting, and sharing these news stories. News stories go viral when they are shared multiple times. UCF has a large student population that is active on social networks. Plan HoO will encourage these students to share these stories in an effort to cause widespread reaction. As these news stories start to circulate, UCF will gain a reputation for making strides in academics, student diversity, and community outreach. With a student population of over 59,000

Pompee 3 students, UCF has the power to distribute these stories to the media. This will slowly eliminate the more daunting and negative stories that UCF tends to trend in. Another component of this campaign is UCF history. While UCF is young, there has been plenty of history made. This aspect of the campaign will educate the UCF community about large achievements UCF has made since its inception. The purpose of this campaign is to create a strong foundation in the UCF community. These history lessons will come in the form of handouts, billboard messages, UCF texts, chalk drawings, social media posts, student workshops, trivia contest, and clothing. Each piece of history will be a specific fact that has helped UCF ascend as an institution. Another aspect of UCF history will be, Where are they now? Where are they now is about will highlight UCF alumni who have found success after graduating. Alumni will talk about how UCF gave them an opportunity to find success in their field of work. A unique portion of the UCF history campaign will be handouts that look like a drivers license. These cards will have a picture of Knightro and have facts about UCF on the card. Multiple cards will be scattered around campus with the intention of people picking them up. This will serve as a guerilla method to draw people to the social media page as well as promote the UCF history campaign. Each aspect of UCF History will create a universal sense of UCF pride. With the foundation of community that is created through UCF history, students will participate in plan HoO. Students will recognize that they play a pivotal role in UCF history and try to be a part of it by spreading positive news about UCF. UCF history will establish UCF ethos by informing people about UCF history of achievement, development, and expansion.

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Another component of the campaign will be the #UCFPride portion. #UCFPride is an appeal to pathos. The #UCFPride campaign will be an initiative to break negative stereotypes about UCF while evoking pride from the community. This campaign will start with a absolving of the stereotype ceremony, where nicknames like U Cant Finish, Under Construction Forever, and You can fail will be buried. Next, there will be a contest to see who can make the best positive pun out of UCF. This pun will be a theme in the #UCF pride campaign. Throughout the campaign, there will be a series of YouTube video of members of the UCF professing their love for UCF. Each video will have a set of people say one thing the love about UCF. These video will be posted on the official YouTube channels and will be passed share to students through the UCF distribution list. The last part of UCF pride is getting #UCFPride to trend on Twitter 7 days straight. The goal of #UCFPride is to make everyone aware that UCF is an institution to be proud of. Members of the UCF community will be told to write about how UCF has granted them an opportunity while including the hashtag #UCFpride. If members of the UCF community are able to successfully get UCF trending 7 days straight, UCF will hold a pep rally at the football stadium to celebrate UCF. While my goal is not traditionally quantifiable, it can be measured. It will be measured using content analysis of news reports containing University of Central Florida and UCF. I will gauge of news stories are positive, neutral, or negative. I will also distribute surveys to members of the UCF community and eventually distribute a survey open to the nation. This survey will gauge how people view UCF as an institution.

Pompee 5 This is a large campaign that campaign that will require the help of multiple members of the UCF community. Through rhetoric, I plan to influence people about the impact on the community that UCF creates through the opportunities that it creates. As more people become a part of the campaign, the campaign will gain momentum. Through social media, millions of people will be capable of participating in this campaign. There are multiple aspects of this campaign. Each part of this campaign is used to influence and sway opinion. It will start by influencing members of the UCF community. It will then spread to the Central Florida community. It will continue to spread until it becomes global. By utilizing kairos, news stories will be spread as they are developed. UCF will continue to share these stories which will spread to national media. Multimodal rhetoric will be used to spread the campaigns in multiple forms such as handouts, press releases, social media post, and videos. Pathos will be utilized to evoke pride among members of the UCF news stories. This campaign will build the ethos of UCF as whole by establishing UCF as an institution of opportunity, development, and pride. Overall, this campaign will combine kairos, multimodal rhetoric, pathos, and ethos to change UCFs reputation for the better. The end result of this campaign will be national recognition of UCF, specifically in the media. News of scholastic achievements will be seen in newspapers like the New York Times, Miami Herald, and National inquiry. News stations like CNN and Fox news will be covering stories about UCF raising money for multiple charities. On twitter, UCF will be a trending topic daily. Slowly, stories like hazing, tuition hikes, and construction will stop clogging the media. Collectively, UCF will become national news. Instead

Pompee 6 of negative news that defames the institution; the media will be covering stories about UCF granting opportunity.