KnowledgeBuilder<br />#emgkb<br />May 12, 2011<br />developing a great tagline<br />
John FarmerCreative Director<br />professional delight ::<br />helping good organizations be more successful through great...
Stephen BiernackiNew Media Specialist/Account Coordinator<br />professional delight ::  finding practical and scalable way...
#emgkb<br />session outline<br />what’s a tagline?<br />warm-up, get acquainted<br />developing a tagline – the process<br...
what’s a tagline?<br />#emgkb<br />
what is a tagline?<br /><ul><li>it’s not a headline
short pithy line, evoking spirit of brand
statement, question, phrase, etc
summarizes campaign/brand
stands alone (w/logo) or in</li></ul>	marketing materials<br />
what is a tagline?<br />and why have one?<br />to succinctly remind your audience of your appeal!<br />
#emgkb<br />warm up…<br />instant  poll<br />who’s tagline?<br />“Start here. Go anywhere.”<br /><ul><li>Oakton Community ...
Butte College – Oroville, CA
Frank Phillips College – Borger, TX
Rockland Community College – Suffern, NY</li></li></ul><li>#emgkb<br />warm up…<br />instant  poll<br />who’s tagline?<br ...
UC Berkeley – Berkeley, CA
University of Alaska – Fairbanks, AK
Portland Community College – Portland, OR</li></li></ul><li>what is a tagline?<br />what makes a tagline good?<br /><ul><l...
You are now free to move about the country (SW Airlines)
Ride the wave of excellence (UCSB)
Think outside the bun (Taco Bell)
North of Ordinary (Univ of Maine, P.I.)
Do the Dew (Mtn Dew)
That was easy! (Staples)</li></ul>a smart benefit, expressed unexpectedly!<br />
what is a tagline?<br />what makes a taglinenot so good?<br /><ul><li>generic (Start here, go anywhere)
formula (Leading. Learning. Excelling.)
institutional tone (Educating working adults since 1971)
cliché (Real life. Real learning. Real you)
too much (Global education, great campus, real community)
poor supporting graphics</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant  poll<br />are you starting a...
no
maybe</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant  poll<br />what part will your internal team pla...
creative
both
not sure</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant  poll<br />what do you want a tagline        ...
differentiate from competition
bring clarity (unify our scattered image)
add creativity to new campaign
all the above</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant  poll<br />what do you expect will      ...
getting strong creative ideas
selling upper management on best option
campus buy-in, using it properly</li></li></ul><li>About you<br />let’s review who we are… (poll results)<br /><ul><li>timing
team’s role
benefits
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EMG Academy KnowledgeBuilder - Developing a Great Tagline

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This KnowledgeBuilder is a presentation of the EMG Academy on Developing a Great Tagline. It was presented on May 12, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

Want a new tagline? You’ve probably noticed some schools have wonderful taglines, and others boring ones. The great ones are clever, differentiating and unexpected. They add sparkle to a campaign, attract compliments, and help humanize a school. The bad ones? They just sit there and take up space, attracting little attention and inspiring no one! Well, great taglines aren’t easy to develop—especially in higher education. But if you employ the right processes, you can greatly improve your chances. This session helps you learn the approaches that professionals use that lead to inspiring, memorable and effective taglines, and can help you set the stage to develop one for your school. Join us in this fun interactive session.

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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Transcript of "EMG Academy KnowledgeBuilder - Developing a Great Tagline"

  1. 1. KnowledgeBuilder<br />#emgkb<br />May 12, 2011<br />developing a great tagline<br />
  2. 2. John FarmerCreative Director<br />professional delight ::<br />helping good organizations be more successful through great marketing ideas.<br />personal passion :: <br />enjoying the Colorado mountains. getting to the beach when I can. staying fit, reading, playing music.<br />@farmstyle<br />#emgkb<br />
  3. 3. Stephen BiernackiNew Media Specialist/Account Coordinator<br />professional delight :: finding practical and scalable ways for institutions to utilize the newest online services<br />personal passion :: creating music that defines my mood, laughing at my hilarious dog, and running… slowly<br />^SB on @emgonline, @sbiernacki<br />/sbiernacki<br />#emgkb<br />
  4. 4. #emgkb<br />session outline<br />what’s a tagline?<br />warm-up, get acquainted<br />developing a tagline – the process<br />setting the environment<br />the creative part<br />sell in<br />questions<br />
  5. 5. what’s a tagline?<br />#emgkb<br />
  6. 6. what is a tagline?<br /><ul><li>it’s not a headline
  7. 7. short pithy line, evoking spirit of brand
  8. 8. statement, question, phrase, etc
  9. 9. summarizes campaign/brand
  10. 10. stands alone (w/logo) or in</li></ul> marketing materials<br />
  11. 11. what is a tagline?<br />and why have one?<br />to succinctly remind your audience of your appeal!<br />
  12. 12. #emgkb<br />warm up…<br />instant poll<br />who’s tagline?<br />“Start here. Go anywhere.”<br /><ul><li>Oakton Community College – Des Plaines, IL
  13. 13. Butte College – Oroville, CA
  14. 14. Frank Phillips College – Borger, TX
  15. 15. Rockland Community College – Suffern, NY</li></li></ul><li>#emgkb<br />warm up…<br />instant poll<br />who’s tagline?<br />“A 360+ million-acre classroom”<br /><ul><li>Harvard University – Cambridge, MA
  16. 16. UC Berkeley – Berkeley, CA
  17. 17. University of Alaska – Fairbanks, AK
  18. 18. Portland Community College – Portland, OR</li></li></ul><li>what is a tagline?<br />what makes a tagline good?<br /><ul><li>Think is for girls (Sweet Briar College)
  19. 19. You are now free to move about the country (SW Airlines)
  20. 20. Ride the wave of excellence (UCSB)
  21. 21. Think outside the bun (Taco Bell)
  22. 22. North of Ordinary (Univ of Maine, P.I.)
  23. 23. Do the Dew (Mtn Dew)
  24. 24. That was easy! (Staples)</li></ul>a smart benefit, expressed unexpectedly!<br />
  25. 25. what is a tagline?<br />what makes a taglinenot so good?<br /><ul><li>generic (Start here, go anywhere)
  26. 26. formula (Leading. Learning. Excelling.)
  27. 27. institutional tone (Educating working adults since 1971)
  28. 28. cliché (Real life. Real learning. Real you)
  29. 29. too much (Global education, great campus, real community)
  30. 30. poor supporting graphics</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant poll<br />are you starting a tagline process soon?<br /><ul><li>yes
  31. 31. no
  32. 32. maybe</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant poll<br />what part will your internal team play?<br /><ul><li>strategic
  33. 33. creative
  34. 34. both
  35. 35. not sure</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant poll<br />what do you want a tagline to do for your brand?<br /><ul><li>connect emotionally to students
  36. 36. differentiate from competition
  37. 37. bring clarity (unify our scattered image)
  38. 38. add creativity to new campaign
  39. 39. all the above</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant poll<br />what do you expect will be most challenging?<br /><ul><li>strategic agreement
  40. 40. getting strong creative ideas
  41. 41. selling upper management on best option
  42. 42. campus buy-in, using it properly</li></li></ul><li>About you<br />let’s review who we are… (poll results)<br /><ul><li>timing
  43. 43. team’s role
  44. 44. benefits
  45. 45. expected challenges</li></li></ul><li>#emgkb<br />
  46. 46. tagline development process<br />#emgkb<br />
  47. 47. tagline development process<br />three critical steps to success!<br /><ul><li>setting the right approach
  48. 48. the creative process
  49. 49. nurturing into life</li></ul>get your ducks in a row!<br />
  50. 50. tagline development process<br />setting the right environment<br /><ul><li>great attitude
  51. 51. the right strategy
  52. 52. a good team
  53. 53. creative space
  54. 54. inspirational leader</li></li></ul><li>tagline development process<br />the right attitude<br /><ul><li>start ongoing discussion
  55. 55. bring in motivating examples
  56. 56. actively, fully participate
  57. 57. be passionate
  58. 58. be “up” on good taglines
  59. 59. be a champion for your real target audience</li></li></ul><li>tagline development process<br />get a clear and approved strategy<br /><ul><li>describes audience(s)
  60. 60. brand characteristics
  61. 61. features, benefits
  62. 62. brand ≠ logo
  63. 63. ownable brand equities
  64. 64. goals/outcomes
  65. 65. focuses process</li></li></ul><li>tagline development process<br />assemble a good team<br /><ul><li>internal marketing team
  66. 66. writer from staff/faculty
  67. 67. copywriter
  68. 68. agency
  69. 69. brainstorm session with strategists,creatives, stakeholders, audience</li></li></ul><li>tagline development process<br />get a good space<br /><ul><li>conference table
  70. 70. paper to write on
  71. 71. easels, chalkboards
  72. 72. diverse magazines
  73. 73. fun stuff, toys
  74. 74. food
  75. 75. strategy documents
  76. 76. school marketing materials (plus competitors’)
  77. 77. experienced, inspired leader</li></li></ul><li>tagline development process<br />Have a good leader<br /><ul><li>experienced
  78. 78. creative
  79. 79. inspirational
  80. 80. knowledgeable
  81. 81. fun
  82. 82. taskmaster</li></li></ul><li>tagline development process<br />ground rules <br /><ul><li>be creative, not critical
  83. 83. offer ideas, however silly
  84. 84. align with brand strategy
  85. 85. be natural, conversational
  86. 86. strive for unique ideas, avoid clichés
  87. 87. appeal to target audience
  88. 88. be passionate </li></li></ul><li>#emgkb<br />
  89. 89. get creative<br />#emgkb<br />
  90. 90. tagline development process<br />brainstorming <br /><ul><li>diverse team, all day
  91. 91. break the ice
  92. 92. review strategy/brand assets
  93. 93. start small, single words, build
  94. 94. every idea on flip chart</li></li></ul><li>tagline development process<br />brainstorming cont’d<br /><ul><li>be creative!
  95. 95. say the strategy in an unexpected way
  96. 96. mimic good lines, use magazines, toys
  97. 97. have fun
  98. 98. push for complete lines
  99. 99. take a break!</li></li></ul><li>tagline development process<br />brainstorming cont’d<br /><ul><li>come back with fresh eyes
  100. 100. start to demand more
  101. 101. stay on schedule
  102. 102. start vetting, improving
  103. 103. discuss, defend, cut, repeat
  104. 104. narrow to best 5 taglines</li></li></ul><li>tagline development process<br />why are these interesting?<br /><ul><li>Knowledge without boundaries (U Penn)
  105. 105. North of ordinary (U of Maine, P.I.)
  106. 106. Bring a spark. Light a fire. (VA Wesleyan College)
  107. 107. Ride the wave of excellence (UCSB)
  108. 108. A public college with a private atmosphere in the Berkshires (Mass College of Lib Arts)
  109. 109. Invent the future (Virginia Tech)</li></li></ul><li>tagline development process<br />choose the finalists<br /><ul><li>discuss, defend, improve
  110. 110. vote on best 3
  111. 111. discuss
  112. 112. check registration at United States Patent and Trademark Office – Trademark Electronic Search System (TESS) (http://tess2.uspto.gov/bin/gate.exe?f=tess&state=4005:rn29il.1.1)
  113. 113. vote on the group’s favorite!</li></li></ul><li>now…sell it!<br />#emgkb<br />
  114. 114. tagline development process<br />champion the ideas<br /><ul><li>good presentation to mgmt!
  115. 115. discuss why lines are good
  116. 116. make sure deciders put audience’s perspective first
  117. 117. think of media uses
  118. 118. cite similar successful examples
  119. 119. help deciders see strengths, get over concerns
  120. 120. distinguish personal dislikes from relevant feedback</li></li></ul><li>tagline development process<br />what makes a good tagline?<br /><ul><li>ownable. fresh. memorable
  121. 121. strategically correct
  122. 122. said in unusual way
  123. 123. intelligent, confident
  124. 124. it differentiates you
  125. 125. team is excited by it, will defend it</li></li></ul><li>tagline development process<br />now write a tagline like these…<br /><ul><li>See blue
  126. 126. What’s your dream?
  127. 127. Defy convention
  128. 128. A 360-million acre campus
  129. 129. Where do you want to go today?
  130. 130. North of ordinary
  131. 131. World class. Face to face.</li></li></ul><li>#emgkb<br />?<br />
  132. 132. #emgkb<br />thank you<br />
  133. 133. bonus slides<br />lots of possibilities. explore!<br /><ul><li>feature (World class. Face to face.)
  134. 134. benefit (A unique intellectual adventure)
  135. 135. personality (LSUnique!)
  136. 136. uniqueness (300+ million acre classroom)
  137. 137. Intriguing (See blue)</li></li></ul><li>bonus slides<br />explore the possibilities!<br /><ul><li>positioning (Think is for girls)
  138. 138. pride (When we teach, the world takes note.)
  139. 139. common language (Be the difference.)
  140. 140. emotion (A mind is a terrible thing to waste.)</li></li></ul><li>bonus slides<br />what can’t a tagline do?<br /><ul><li>please everybody
  141. 141. convey all strategic points
  142. 142. change often
  143. 143. be too trendy
  144. 144. be long, complex
  145. 145. work hard when new</li></li></ul><li>bonus slides<br />potential challenges<br /><ul><li>approving strategy
  146. 146. supporting high creative standards
  147. 147. getting fresh creative ideas vs. safe boring ideas
  148. 148. not “talking to ourselves”
  149. 149. selling internal audiences
  150. 150. launching externally in a “big way”</li></li></ul><li>bonus slides<br />why do these work?<br /><ul><li>just do it
  151. 151. oh what a feeling
  152. 152. a 360-million acre campus
  153. 153. Where do you want to go today?
  154. 154. North of ordinary
  155. 155. World class. Face to face.
  156. 156. Do the Dew</li>

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