Completed
 
 
 
 
Opportunity Scholars Program Mark
Due Open Deliverables
08-31-2017  / 1
Project Lead Project Team
not assigned not assigned
Sponsor Information
Program ManagementJessica FeagleInterim Associate Director
Project Description
New mark/logo for Opportunity Scholars program.
Deliverables
NO DELIVERABLES - Please add at least one deliverable
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[JUN-26-17 David Finnerty] 
DRAFT (6/26/17)
Opportunity Scholars Mark/Logo Creative Brief

Background
The Machen Florida Opportunity Scholars program celebrated its 10th anniversary in academic year 2016-2017. In that decade, the program changed names from “Florida Opportunity Scholars” to “Machen Florida Opportunity Scholars,” and the mark/logo has been altered numerous times. The look most often used is the graduation cap accompanied by the program’s name. The original mark was never meant to be permanent, nor was it designed strategically or with thorough research.

Objective
Create an enduring mark that reflects the transformational program’s nature and brand, while capturing our new, enhanced focus on Opportunity Scholars alumni rather than on in-coming student scholars.

Audiences
•    Donors and prospects
•    Program alumni
•    Current scholars and in-coming students
•    Peer programs

Reasons for the New Mark/Logo
•    The original mark/logo is outdated, poorly designed and was never meant to be permanent.
•    The program’s marketing focus has shifted from opportunity for in-coming scholars to the career success and promise of the program’s alumni (there are now several graduation classes).
•    Now 10 years old, this is an ideal time to reveal a new look for the program.

Focus
The Opportunity Scholars program is about improving lives and communities. The new mark/logo should suggest forward-thinking, a brighter future for the program’s scholars and the state of Florida, and the initiative’s transformational nature.

Brand
The Opportunity Scholars program is hope. It’s the dream of a college education — of being a Gator — made possible. It’s a path to a brighter future, an end to unmet potential, a chance to rise above circumstances. Above all, it’s an opportunity. An opportunity to change not only the life directions of the students who receive the scholarships, but to change the destinies of their families and build a stronger Florida. The students whose lives are changed because of the program define the Machen Florida Opportunity Scholars brand. The program’s brand is also promise. The promise of healthier communities. The promise of fewer families living in poverty. The promise of a stronger workforce. The promise of a more robust economy for the state of Florida.

Key Messages
•    The Machen Florida Opportunity Scholars program ensures that Florida’s brightest and most talented students — some who might not otherwise attend UF or another college because of associated costs — can Go Greater in their lives and careers by earning degrees from the state’s flagship university. In doing so, the program helps students reach their promise and ends generations of unmet academic and professional potential in low-income families.

•    The Machen Florida Opportunity Scholars program is bigger than providing assistance to individual students — it helps Florida communities and businesses Go Greater by raising families out of poverty and generating a stronger workforce.

•    Supporting Machen Florida Opportunity Scholars is a good investment. The program is transforming the state of Florida by increasing the number of college-educated citizens from all walks of life, enabling all Floridians to Go Greater by creating a healthier economy and improved services. More than 90 percent of Opportunity Scholars remain in Florida after receiving their UF bachelor’s degrees.

Timeline
•    July 31: New mark/logo initial concepts presented
•    Aug. 11: Final mark/logo concepts presented
•    Aug. 31: Mark/logo adopted
•    Sept. 1: Begin adapting mark/logo adapted to all marketing materials

[JUN-26-17 David Finnerty] Tom Mitchell has requested a new mark/logo to represent the 10-year-old Machen Florida Opportunity Scholars program. The new look should reflect the program's brand/aspiration/purpose and new focus on alumni rather than incoming students.
Created on June 26, 2017 at 10:27 AM (EDT). Last updated by David Finnerty on Sept.  1, 2017 at  8:02 AM (EDT). Owned by Finnerty, David.
David Finnerty
David Finnerty
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