ALANA SAAVEDRA
COMMUNICATIONS CAMPAIGN
UNIVERSITY OF FLORIDA LITERACY INITIATIVE
Since the University of Florida Literacy Initiative (UFLI) started in 1998, over 150 students in the Gainesville area benefited from early intervention reading education each year. Best known as a one-on-one tutoring model for struggling early readers, UFLI is now aiming to establish itself as a premiere academic center that supports research and developmental teaching technologies as well as direct assessment and tutoring services.
Created in Adobe Photoshop.
Disclaimer: I do not work for nor I am associated with the following brand. The pieces shown are for educational purposes only.
LOGO DESIGN
UFLI’s current logo is very effective and straightforward. Its clever usage of the bird-like object floating above the pages of the book speaks well to the goal of UFLI. Plus it also explains how to pronounce the acronym (UFLI, “you fly”), which is helpful to viewers who may not know. For this reason, I decided to keep the icon itself, but change the typeface.
The fonts I chose to use were Cardigan Titling for the title and Century Gothic for the name/tagline. The thicker typeface is easier to read and catches the viewer’s eye along with the thick bird wings. A slogan I came up for that had been mentioned by the client is “Champions for Effective Teaching
and Enhanced Learning.” The typefaces evoke a educational feel with the weight of the type and they are also specially created for dyslexic readers.
PRINT MATERIALS
Since UFLI is looking to distinguish itself as more of an academic center, we thought it would be appropriate to have more professional looking print materials.
Keeping it simple, we decided to go with an orange and blue theme, reminiscent of the University of Florida without being directly affiliated. The large logo on the outside of the folder would be shiny to make it stand out from the single color flat background. Contact information for the College of Education can be found in small text on the back.
The bright orange color (featuring photos of students and faculty) inside of the folder will really “pop” against the blue pockets and will draw the viewer’s eye to the words “literacy initiative.”
Underneath will read a small mission statement that states, “From tutoring students to assisting schools, UFLI is a premiere academic center that supports technology development, research, and teacher education.” The logo on the pocket is strategically positioned on top of the slot for a business card to keep the UFLI brand at the forefront of the viewer’s mind. Ideally, the outside of the folder will be flat (uncoated ink) with the exception of the logo and the inside will be shiny (coated ink) to protect the text from wear.
SOCIAL MEDIA
The goal for our social media campaign is to establish UFLI as more of an academic center, so the Facebook cover photos shown below will represent more of a professional looking page like those seen on university social media accounts.
This first Facebook cover image is targeted towards parents of struggling readers. The SAIL program has recently become available to all qualified students instead of just those attending PK Yonge, so we thought it would be appropriate to spread the word. This can be put online a few weeks before the application releases up until it closes.
This second cover photo can be used any time of the year, as it has a wide and general target audience. It simply states the fact that the Proteach program that employs UFLI student tutors is one of only 16 in the nation to be accredited by the international Dyslexia Association. This can be posted any time of the year or between campaigns, as it gives the impression that UFLI is a premiere academic center and is recognized for its accomplishments.
Finally, this third cover photo is targeted towards more of an academic audience, possible donors included. The research aspect of UFLI is something that was specified in our first meeting, so we wanted to highlight it here. This banner could be posted at the start of the school year and at any point before big UFLI or COE events that could bring traffic to the Facebook page.
INFOGRAPHIC
The following infographic is a compilation of facts and statistics that we found over the course of our UFLI and early education research. The links to the sources used can be seen at the bottom of the page. It is designed for easy sharing on the web and is optimized at 72 ppi for fast web load times.
