A Presentation for the Literacy Council of West Alabama by ... · functionally illiterate –40 percent of students drop out of high school---mostly because they can’t read. –The

APR 572 – Dr. Berger 12.8.11 / [email protected]

A Presentation for the Literacy Council of West Alabama by the 2011 LITE Officers

• 2008: created as class project to fight FI – 200 UA students -> 80 tutors

• 2009: student organization established – 800 UA students -> 250 tutors

• 2010: expanding goals – 1,148 students -> 350 tutors

Previous LITE Campaigns



• Conduct Research

• Set Measurable Objectives

• Plan, Carry out Programming

• Complete Evaluation

R.O.P.E.


• Primary

– Met with LCWA members

• Secondary

– Review of past LITE campaigns

– Research for Backgrounders

– Review of relevant databases

Primary/Secondary


• Increase awareness of functional illiteracy

• Recruit volunteers

• Raise funds

• Support the work of the LCWA

LITE’s Overall Goals


• Create/Produce communication suite

– Flyers, print ads, brochures, feature stories, PSAs, promotional video, stickers

• Stage special events at UA

• Recruit at least 100 new volunteers

• Raise $2500 dollars for LCWA

Specific 2011 Campaign Objectives


• Interpersonal communication regarding FI – Used to engage diverse audiences

• Build partnerships/relationships to drive campaign

• Flood various communication channels with key messages

Strategies used to accomplish objectives


1. Functional illiteracy is a global issue and a serious local problem.

– 1 in 4 Alabamians is functionally illiterate

– 40 million U.S. adults can’t read or are

functionally illiterate – 40 percent of fourth graders in Alabama can’t

read at grade level

Messages used to carry out strategies


2. Literacy is a community-wide issue, and you are a part of the solution.

– Become a tutor and change a life: it only takes one to two hours each week.

– Make a donation to the LCWA to fight illiteracy

– Help with fundraisers/other literacy-related events and activities



3. 3. LCWA champions the power of literacy to improve lives and communities in West Alabama: Our goal is 100 percent literacy. – Coordinate and support literacy programs in

nine counties in the region

– Partners with businesses, universities, groups and clubs to fight functional illiteracy

– Increases awareness of functional illiteracy and advocates for change



4. Functional illiteracy bears heavy costs for individuals, families, work places and communities. – 43 percent of Alabamians who can’t read live

in poverty. – 70 percent of Alabama’s prisoners are

functionally illiterate – 40 percent of students drop out of high

school---mostly because they can’t read. – The annual cost of illiteracy in the U.S. is $590

billion dollars.



1. Funders

2. Adult Learners

3. Volunteers

4. Community Groups

For our messages


• Flyers, brochures, stickers and signs

– Targeting various audiences

– Distributed to strategic locations

• Distributed special flyer promoting Zoe’s Fundraiser

Print




Empower Literacy: Push Me

For the first treatment, we wanted something:

• Clean • Modern • Simple • Sparse The design team acknowledged and agreed

with the class-wide affinity for the “empower

literacy” motif.


Distilled from…

Empower Literacy The prevailing visual theme.

QR Code A modern driver for traffic

It only takes a little… Key message found in several Ads.



Discover Literacy

For the next treatment, we wanted something:

• Visually interesting • Modern • Message-Oriented

This take focused heavily on creative

attention-grabbing strategies.


Distilled from…

Diverse Community Visuals that depict an entire community bettered by Literacy

LCWA-Provided Copy Meant to target funders



Nourish a Life

For the final treatment, we wanted something:

• Pathos-heavy • Folksy • Less… ‘clean’

Kids. Kids. & More Kids.


Distilled from…

Nourish a life The prevailing visual theme.

Pictures of Children Found in many Ads, the class agreed this is a powerful tactic.

Growth rhetoric We chose a tagline from those Ads that complement the visual style.



Empower Literacy: Imagine

For the next treatment, we wanted something:

• Funder-driven • Positive • Community-Oriented

A peek at the diverse, yet local approach

“Imagine Literacy” takes.


Distilled from…

Strong Messaging Copy that explicates and details the problem.

Taglines aplenty Why not use them all?

















• Prepared 3 targeted television PSA’s

– Partners: WVUA-TV, the Tuscaloosa Public Library, the LCWA

– Engaged four adult learners and one tutor

• Prepared promotional video

– Partners: TCF students, Creative Campus

– Connected Quidditch on the Quad to literacy efforts in West Alabama

Video Production


PSA1 – It’s never too late to learn how to read


PSA2 – You can be a part of the solution


PSA3– Become a tutor and change a life


QQ2 Video –



Online

• Electronic News Releases • Feature stories on LITE,

LCWA website • Paypal • LITE Website • Gmail


Online

• Promoted events via Facebook and Twitter

• Shared Images of events • Built Literacy Awareness




Tweet tweet

• Hosted information and recruiting tables at the Ferguson Center November 7- 10 and at Quidditch on the Quad on November 13th

-Partnered with Read Alabama

• Created personal elevator pitches to inform, recruit students

Interpersonal


• Deliver recruiting presentations to UA classes, groups, Greek Organizations during November 7-15

• Hosted Chapter “Dress Down” with Gamma Phi Beta sorority on November 9, 2011

Interpersonal


Interpersonal


Interpersonal


• Distributed ___ flyers

• Distributed ___ brochures

• Distributed ____ stickers

• Produced and distributed 3 TV PSAs

• Produced and distributed 1 Internet promotional video

Results


• Two news releases; 6 news stories

• 14 feature stories

• Launched new LITE website

• Revitalized Facebook and Twitter accounts

Results


• Spoke with ____ UA students at the Ferguson center information tables

• Spoke with ____ people at Quidditch on the Quad

• Presented to ____ students in ___ classes

• Distributed materials to 19 Greek organizations

Results


• Recruited 204 students to serve as tutors

-___ multi focus volunteers

-___child tutors

-___adult tutors

-___ESL assistants

Results



• Funds Raised • Budget

• Tutor training (January)

• Continue to message

– Run PSAs at Cobb Theatre during previews

• Potential partnership with YMCA as tutor location

• Share LITE’s story with other colleges and universities

It doesn’t end here…




Documents

A Presentation for the Literacy Council of West Alabama by ... · functionally illiterate –40 percent of students drop out of high school---mostly because they can’t read. –The