The Orange Blossom Classic was re-established to enhance the visibility of Historically Black Colleges & Universities in the enriched community of Miami Gardens. The organization’s main goal is to raise scholarship funds for youth interested in pursuing post-secondary educational opportunities at Historically Black Colleges and Universities.

Premier Choice Group was hired as a marketing consultant and press representative of The Orange Blossom Classic Committee, providing them with strategies, plans and implementation within the fields of public relations, marketing, branding and event design and management.

From 1933 to 1978, OBC was recognized as the unofficial “Black National Championship” game. The organization had developed a reputation for attracting professional scouts who often recruited student athletes for professional football contracts after watching athletes play. This secured a legacy as the most important annual sporting event and the largest annual gathering of any kind for African Americans. After a 43- year hiatus, OBC returned in 2021 along with a new brand identity and presence.

PCG developed the revival’s brand strategy and identity for the new OBC Assets created included logo systems, brand colors, typography and other branded graphics that served as the foundation for brand and event collateral.

As a part of the brand’s return, Olley The Orange, a brand mascot, was born. Olley’s presence was vital in bringing OBC’s essence to the football game. Olley’s character was further bolstered by Olley Cam, a live streaming camera that followed Olley during the event providing an immersive experience for fans of the OBC.

After undergoing a transformation to mirror OBC’s new identity, the website hosts key information, updates, media placements and sponsored content. The website’s interactive design was created to become an experience for fans, supporters and participants of the OBC.

Social media management started with an assessment of OBC’s digital partners and brand channels. Through this process, PCG then leveraged an already existing network of more than 380,000 audiences to bring exposure and traffic to the OBC brand and event. Further amplification was done through promotional videos, user generated content and live event feeds.

The integrated marketing strategy developed by PCG also included a series of email blasts sent to highly targeted audiences for maximum exposure. A/B testing was executed to identify the most effective variations and call to actions for the OBC audience. The e-mail campaigns promoted sales for OBC’s ticketed events, editorial and sponsored content.

Attended by over 40 corporate partners’ HR managers and hiring agents, this event offered on-the-spot interviews and career assessments for attendees wishing to interact and network with reputable organizations.

Vice-Chairman Oliver G. Gilbert III welcomed visitors to the thriving community of Miami Gardens. Guests enjoyed afternoon refreshments at the Hard Rock Stadium located in Miami Gardens, FL. The Presidents of JSU and FAMU, community figures and celebrities listen to keynote speaker KJ Smith from Tyler Perry’s hit series, Sistas, as she delivers an inspiring message on the significance of the HBCU experience.

The One Big Community Empowerment Fest and Health Village was packed with activities, including a fan zone and vendor spotlights. This exciting community event offered a space for fun, enrichment and education.

Interactive tailgate entertainment with merchandise, food vendors, games, giveaways, and music from OBC’s official DJs.