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Nevins associates C HA R TER E Markcting Publkc Relats Adverising Proactive Online Brand and Reputation Enhancement Campaign for University of California, Davis Nevins & Associates is prepared to create and execute an online branding campaign designed to clean up the negative attention the University of California, Davis and Chancellor Katehi have received related to the events that transpired in November 2011. This campaign also includes consultation services from David Nevins, founder and President of Nevins & Associates, to provide further support to the reputation enhancement efforts of the university and Chancellor Katehi, as desired Online evidence and the venomous rhetoric about UC Davis and the Chancellor are being filtered through the 24-hour news cycle but it is at a tepid pace. Our campaign will expedite this process through strategic placement of online content and an increased adoption of Google platforms that will serve to specifically target viral content found on YouTube and in search results on Google. David Nevins will also tap his experience serving in various positions within the higher education industry that includes his service to the University System of Maryland Board of Regents as well as his expertise in consulting clients in higher education throughout the nation The tactics we intend to employ require varying degrees of collaboration with the UC Davis marketing team and select representatives from the Chancellor's office but they can be performed both in-person and remotely. Objectives: Launch an aggressive and comprehensive online campaign to eliminate the negative search results for UC Davis and the Chancellor through strategic modifications to existing and future content and generating original content as needed Provide consultation services as desired by the Chancellor and her team for brand enhancement as well as for internal and external communications Advise and support UC Davis' adoption of Google platforms to expedite the eradication of references to the pepper spray incident in search results on Google for the university and the Chancellor Engage in a knowledge transfer process with UC Davis staff to educate about the responsibilities contained within the proposal Measure results and provide monthly reports on efforts

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UC Davis Contracts


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