Pacific University presentation

Pacific University Creative Direction and Advertising Focus

Presented by Terri Sheets and Andrew von Engel | Eugene, Oregon | Š June 16, 2015

Creative Mission

Create awareness in the Eugene market regarding social work and education graduate programs, undergraduate programs and teacher endorsements/ licensures offered at Pacific University. Style should be uniquely Eugene. Reinforce through the creative that Pacific University is dedicated to discovery and excellence in teaching. Use varying methods of print advertising placements, interactive displays, billboards/transit, social media, direct mail, and trade shows/event participation to increase visual presence in Eugene and surrounding areas.

Pacific University’s Mission

Embrace discovery Invest in exceptional people Embrace a rich diversity of ideas and cultures Incorporate sustainability into all endeavors Foster warm and supportive relationships

Relevant Key Words & Phrases

Inspired

Kind

Collective

Engaging

Passionate

Values

Cool, hip, interesting

Vision

Eugene vibe

Purpose

Uniquely Eugene

United

Compassion

Inclusive

Making a difference

Future of teaching

Giving

Nurturing

Spirited

Supportive

Community

Vibrant

Design Approach Effective advertising should evoke an emotion or feeling then inspire action.

CLEAN, BOLD IMAGERY Consistency in primary color scheme with Boxer Red as the dominant color Introduction of secondary color scheme as needed for emphasis Solid red bar used consistently on all advertising to reinforce color branding Unique headline fonts and styles used in conjunction with Adobe Garamond and Frutiger for supporting text (as required by style guide)

Demographics

Students graduating from U of O with their bachelor’s degree who are seeking master’s programs in teaching or social work Community College students (Lane CC and Umpqua CC primarily) who are nearing completion of their Associate of Arts Oregon Transfer degree and looking to enter an undergraduate teacher licensure program for early childhood/elementary.

Career changers who have been out of school for some time, often in other careers, who would like to do “more meaningful” work and become teachers or social workers.

Licensed teachers who want to add a Master of Education and/or an endorsement/certificate to their licenses.

Layout 1

You’ve done the O. Now make it about YOU.

This vibrant headline should grab the attention of every U of O alumnus.

“In the heart of Eugene” not only refers to the geographical location of the university, but is also meant to convey that the university is part of the beating “heart” of Eugene, or is “in the hearts of Eugenians” based on similarities and vision the two entities share.

You’ve done the O. Now make it about YOU. Explore our Masters programs in Social Work and Education at a University with you in mind.

One typically associates the color red with the word “heart” and therefore we create a subliminal “feel good” association by using this treatment near the logo. This tagline could be used universally in all advertising no matter the demographic.

In the heart of Eugene. teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Layout 2a

locally grown. globally reached.

The word “grown” will metaphorically resonate and gain momentum with locals as Eugene is a city that worships its farmers markets and local farms. But beyond our local culture also lies a global vision.

Find inspiration and meaning in a nurturing environment that is “uniquely Eugene.”

Locally Grown.

Globally Reached.

Offering a variety of Bachelor, Master, Certificate and Licensure programs in preparation for the future of teaching.

In the heart of eugene. teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Layout 2b

Global Reach with Local Flavor

global reach with local flavor Find inspiration and meaning in a nurturing environment that is “uniquely Eugene.”

As in the previous layout, this approach addresses Eugene’s vibrant local flavor but reinforces that we are a people and university with our eyes and focus on a global community.

The woman in the photo has a universal appeal. The small circles can be filled with various Eugene images or filled to fit a pin-pointed demographic.

In the heart of Eugene.

Pacific University develops graduates who contribute as gifted leaders of the global community. Explore our Master programs in Social Work and Education, Bachelor of Education and teacher add ons/licensures.

teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Layout 3

What kind of teacher do you want to be?

A thought-provoking question that is meant to stimulate exploration and conversation amongst its readers.

This simple headline offers the prospective student choice and opportunity to be a teacher of the future by attending Pacific University.

What

kind of teacher do you

want to

be?

Explore our Masters programs in Education at Pacific University.

In the heart of Eugene. teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Layout 4

Good Things Happening Here

This headline can be applied to a variety of Pacific University subject matter/degree programs. The orange call out box is supporting text asking “What kind of teacher do you want to be?” The voice bubbles give the reader a glimpse inside the heads of the prospective students. The bright and vibrant colors used here are youthful.

good thIngs happenIng here early chIldhood educator

What kind of teacher do you want to be? specIal educatIon teacher

Here we try the tagline: “A uniquely Eugene experience.”

• Master of Arts in Teaching • Master of Arts in Teaching Special Education • Master of Education • Advanced Programs for Teachers • Add On Endorsements/ Authorizations/Certificate programs • Bachelor of Arts in Education • ECE/Elementary Licensure

A uniquely Eugene experience. teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Layout 5

We are Eugene.

A Community of Thinkers, Doers, Givers, Educators A versatile approach with many visual possibilities addressing a wide demographic. This headline reinforces that Pacific University is an integral part of Eugene’s community, not just an entity within the city limits.

The large, eye-catching photo reflects the vibe of a local resident/prospective student and could be changed according to demographic.

Eugene We are Eugene.

A Community of Thinkers,

Doers, Givers,

Educators

Explore our Masters programs in Social Work and Education at Pacific University, in the heart of Eugene.

In the heart of Eugene. teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Layout 6

Immerse Yourself in the Future of Teaching

This approach addresses a “non-traditional” classroom in a setting that is uniquely Eugene.

It is meant to give the reader the premise that the teacher of the future is not necessarily one who stands behind a podium dictating to a classroom of students. The smaller circles can be supporting photos to fit the desired demographic.

immerse yourself

g n i h c a e t f o e r in the futu

Find inspiration and meaning in a nurturing environment that is “uniquely Eugene.”

Offering Bachelor, Master, Certificate and Licensure programs to help you be the teacher you’ve always wanted.

In the heart of Eugene.

teacheug@pacific.edu | pacific.edu | 40 E. Broadway, Suite 250

Suggested Placements

Print ads and inserts: - Register Guard - Eugene Weekly - Lane Monthly - College papers at LCC, UCC - The Daily Emerald—U of O student paper.

Targeted series timing with graduate school applications.

Transit ads—full and partial ads on the back of buses as well as interior ads on Duck buses during football/basketball seasons. Lane Transit buses operate on a cloverleaf schedule so each day your signage takes a different route. They also have in-bus and station placements.

Electronic Advertising—Hult Center lobby screens, movie theaters, Jumbo Tron at concerts and events

Direct Mail to targeted audiences—recent graduates, teachers, conference attendees, non-traditional students Power point presentations/short movies/ commercials to supply on website and facebook (can also be used at events on loop) Booths/Table presence— Hult Center, ArtWalk, Eugene Celebration, Shedd Institute, Saturday Market, Conferences, Music Festivals, Winery Events KLCC Radio—Has a high percentage of graduate listeners with strong likelihood of continuing or pursuing graduate studies.

Eugene Airport—An effective way to make a stellar first impression to out-of-towners traveling to Eugene or to locals who may not know about Pacific’s programs. Advertising opportunities include column wraps, wall signs, floor displays, stand-alone banners, small hanging banners, backlit signs.