University of Central Florida

In 2008, nearly 40 stakeholders in the DirectConnect to UCF program gathered in Orlando to participate in StoryJam™ and create the groundwork for a definitive story that captures the essence of the DirectConnect program. DirectConnect was the outgrowth of the collaborative efforts of the University of Central Florida and four Central Florida community colleges and guarantees any student who graduates from these two-year institutions admissions into UCF. Even though the DirectConnect program had been up and running successfully for nearly two years, it was clear that both internal audiences in the university and external audiences in the community did not fully understand or embrace this powerful educational opportunity for prospective college students.

The StoryJam™ accomplished some important goals for the leadership of DirectConnect. It defined the developmental journey of the various students for whom DirectConnect is an ideal solution to their educational and life needs; helped to elucidate how advisors, mentors, and/or teachers can play an instrumental role to ensure the success of the students DirectConnect hopes to serve; highlighted the crucial role of high schools in disseminating information regarding the program and supporting students to pursue a college education; identified the ways that current enrollees in the community college and university system can be ambassadors to younger high school students who are poised to make decisions about their future; uncovered new marketing strategies; and, equipped advocates with the proper communication tools to become effective spokespersons for DirectConnect.

To assist in the marketing of the program, IDEAS created a 7-minute video that tells the stories of three different kinds of archetypal students and how each of them was able to make a significant step forward in their education and career by participating in the DirectConnect program. The video has been reproduced and provided to high school counselors throughout Central Florida as well as streamed on the DirectConnect website.