Pacific University

creative Direction andadvertising focus

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

creative MissionCreate 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

MissionEmbrace discovery

invest in exceptional people

Embrace a rich diversity of ideas and cultures

incorporate sustainability into all endeavors

Foster warm and supportive relationships

relevantKey Words &

Phrases

Inspired

collective

Passionate

cool, hip, interesting

Eugene vibe

Uniquely eugene

Compassion

Making a difference

Giving

spirited

Community

Kind

Engaging

values

Vision

Purpose

United

inclusive

Future of teaching

nurturing

Supportive

vibrant

Design approachCLEAN, 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)

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

Demographicsstudents 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 1you’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.

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

You’ve done the O.

Explore our Masters programs

in Social Work and Education

at a University with

you in mind.

Now make it about YOU.

Layout 2aLocally 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.”

Offering a variety of Bachelor, Master,

Certificate and Licensure programs

in preparation for the future of teaching.

In the heart of eugene.

locally grown.globally reached.

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

Layout 2bGlobal reach with

Local flavor

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.

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

global reach withlocal flavor

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.

Find inspiration and meaning in a nurturing

environment that is “uniquely Eugene.”

Layout 3What 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.

In the heart of Eugene.

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

Explore our Masters programs

in Education at Pacific

University.

What kind

teacherof

want to be?

do you

Layout 4Good 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.

Here we try the tagline:“a uniquely eugene experience.”

A uniquely Eugene experience.

What kind of teacher do you

want to be?

good thIngs happenIng here

specIal educatIon teacher

earlychIldhoodeducator

• 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

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

Layout 5We 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.

In the heart of Eugene.

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

Explore our Masters

programs in Social Work

and Education at

Pacific University, in the

heart of Eugene.

CommunityCommunityA of Thinkers, Doers,Givers, Educators

EugeneWe are Eugene.

Layout 6immerse 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.

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

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

immerse yourself

In the heart of Eugene.

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

in the future of teaching

suggestedPlacements

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.