2012 Symposium for the Marketing of Higher Education: To Tagline or Not to Tagline

To Tagline or
Not to Tagline
is that the question?
©2012 RHB.com

Richard H. Bailey, RHB, Indianapolis, IN
Sam Waterson, RHB, Indianapolis, IN
Melissa Morriss-Olson, Bay Path College,
Longmeadow, MA
Paul Pegher, Denison University, Granville, OH
presenters
©2012 RHB.com

Presentation available at
Rhb.com/amahighered
©2012 RHB.com

Richard H. Bailey @richardhbailey
Sam Waterson @slwaterson
Melissa Morriss-Olson @BAY_PATH
Paul Pegher @paulpegher
#amahighered
presenters

more than 25K visitors
since launch, 11K this year
on average, about six
updates per month
©2012 RHB.com

AND, PERHAPS MORE
IMPORTANTLY, IS THERE
ANYTHING WE CAN
REALLY LEARN FROM IT?
©2012 RHB.com

2313 taglines
894
“other”
©2012 RHB.com

100%
~1200 different words
©2012 RHB.com

33%
67%
. , ! ; ?
©2012 RHB.com

6%
theused at the beginning of tagline
145
©2012 RHB.com

2%
0%
0%
where
FIRST
only
©2012 RHB.com

PRIZES SHOULD BE
AWARDED TO...
©2012 RHB.com

Where academic vigor and innovative
research in biomedical engineering
interface with biomedical device
development and the incubation of
company spin-oﬀs.
©2012 RHB.com

deconstruction
• Rank = placement in its category
• Occurrences = raw number of word
frequency in its category
©2012 RHB.com

1st person vs 2nd person
“you”
“YOUR”“our”
“we”
42 141
55 314
©2012 RHB.com

Does Location
influence the
language of taglines?
©2012 RHB.com

your 43
excellence 18
education 17
future 16
here 16
faith 13
your 42
you 22
education 21
life 21
lives 21
college 20
your 29
future 17
education 14
here 11
university 9
college 9
college 27
your 27
education 26
university 22
world 19
you 19your 18
education 10
you 10
life 9
career 8
college 8
your 28
college 15
world 13
education 12
learning 12
life 11
your 33
education 30
world 20
you 19
learning 17
where 13
your 63
life 37
education 30
future 25
college 24
world 22
you 28
learning 20
life 17
education 13
world 13
success 12
©2012 RHB.com

your 42
you 22
education 21
life 21
lives 21
college 20
your 29
future 17
education 14
here 11
university 9
college 9
college 27
your 27
education 26
university 22
world 19
you 19your 18
education 10
you 10
life 9
career 8
college 8
your 28
college 15
world 13
education 12
learning 12
life 11
your 33
education 30
world 20
you 19
learning 17
where 13
your 63
life 37
education 30
future 25
college 24
world 22
your 43
excellence 18
education 17
future 16
here 16
faith 13
you 28
learning 20
life 17
education 13
world 13
success 12
©2012 RHB.com

more Highlights from
Regional Breakdown
• “College” ranked in the top six most prevalent words in
every region except Paciﬁc, West South Central, and West
North Central
• “Liberal” appeared lowest on the sorted list in the South
Atlantic and West South Central. It had the highest
ranking in the Mid-Atlantic.
• “Catholic” had the least occurrences in the West North
Central. It had the most occurrences in the Mid-Atlantic.
©2012 RHB.com

Does type of institution
influence use of language?
©2012 RHB.com

UniversityUniversity
Word Frequency
your 132
world 72
education 58
life 55
excellence 52
future 52
learning 45
success 41
CollegeCollege
Word Frequency
your 176
education 110
you 99
here 80
life 79
world 74
future 64
learning 64
InstituteInstitute
Word Frequency
college 12
school 7
education 6
your 6
now 5
real 5
future 4
graduate 4
SchoolSchool
Word Frequency
education 6
world 6
change 5
law 5
leaders 5
changing 4
lives 4
years 4
AcademyAcademy
Word Frequency
I 6
your 3
art 2
artists 2
design 2
dream 2
ﬁrst 2
succeed 2
SeminarySeminary
Word Frequency
church 9
world 7
Christ 6
leaders 6
men 6
you 6
Christian 5
faith 5
ConservatoryConservatory
Word Frequency
music 2
America’s 1
arts 1
ﬁne 1
foremost 1
master 1
school 1
world 1
UnionUnion
Word Frequency
I 3
life 2
ministry 2
one 2
real 2
school 2
theology 2
advancement 1
CenterCenter
Word Frequency
way 9
your 9
today 8
excellence 3
you 3
design 2
education 2
future 2
©2012 RHB.com

0
3.75
7.50
11.25
15.00
YOUR WORLD YOU EDUCATION LIFE HERE EXCELLENCE FUTURE SUCCESS LEARNING
Most Popular Words: University v College
University College
Percent of frequency
©2012 RHB.com

Melissa Morriss-Olson, Ph.D.
Provost and Vice President for Academic Affairs
bay path college
To Tagline
©2012 RHB.com

Kaleidoscope Event
CARBON NATION
Movie with Post-Film Panel Discussion
Thursday, September 13 / 6:30pm
Mills Theatre, Carr Hall
Psychology Division
FIRST FRIDAY LUNCH
SERIES
Jeffrey Trant, Program Director,
Center for Human Development
Friday, October 5 / 12 noon – 1pm
School of Adult and
Professional Studies
MINI-CONFERENCE
WITH LUNCH
Saturday, October 27 / 8:30am
Central Massachusetts Campus
Sturbridge, Massachusetts
Psychology Division
The Campus Theme brings the Bay Path community together to consider and
discuss a common theme, issue, or question that impacts us all. This year, our
theme is “Lead with Compassion.” Through coursework, workshops, discussions,
lectures, presentations, and art, we will consider the many reasons we should
and ways we can lead with compassion..
Join us for these free events related to our Campus Theme
“Carbon Nation” is a documentary ﬁlm about climate
change SOLUTIONS. Many people doubt the severity
of the impact of climate change or just don’t buy it at
all, but the fact remains: most people desire clean air,
clean water, and a healthy environment. This compel-
ling and relevant ﬁlm illustrates how SOLUTIONS to
climate change brought about by compassionate leaders
also address other social, economic and national
security issues.
Bring your lunch, bring a friend, and join the
Psychology Division for an informal discussion with
Jeffrey Trant, Program Director at the Center for
Human Development. Mr. Trant will explain how one
community agency that specializes in working with
adults with developmental disabilities leads with
compassion every day.
Our speakers will lead
presentations and discussions
relating to compassion and
resiliency.
THE NEW AMERICAN WOMEN’S COLLEGE

I support the Bay Path College
BOLD
I’m Bold

THE NEW AMERICAN WOMEN’S COLLEGE
THE WORLD NEEDS MORE
BOLD WOMEN
ASK ME WHY
BOLD
Approx. Size
2.0”
0.5”
0.5”Artwork Notes:
Please keep in mind that
colors on photo print items
may not be accurate to this
proof. They will likely not be
as vibrant and the whites will
00

paul pegher
creative director for communications
denison university
NOt To Tagline
DENISONU N I V E R S I T Y

2001 Strategic Plan
(More of the same, only better)
Faculty
Students
Retention
Diversity
Campus Culture
Facilities
Financial Resources

2009 Self-Study for Reaccreditation
Key Challenge:
Deﬁnining and articulating
a clear institutional identity.
Is a Denison education unique or even
distinctive, either in the Midwest or across
the country?
What kind of institution does Denison is
striving to become, and how will we know
when we get there?

President’s Response:
May be more than one answer depending on who is
asking—students, alumni, or faculty.
The nature of the liberal arts curriculum and residential
co-curriculum, at least at Denison, is not to specialize in
one or a few things, but to do many things well.
Caution against being distinctive
for risk of becoming odd.
“Highly selective, national, residential,
undegratuduate liberal arts college”
serves well but doesn’t require a special initiative
2009 Self-Study for Reaccreditation

e them—
m their
g that
ng
DENISON
U N I V E R S I T Y
ways to GIVE
CREDIT CARD
Denison accepts Visa, MasterCard,
and American Express. You may
use our secure server to make a gift
online (www.denison.edu/support),
or call us at (877) 336-8648, ext. 2.
Please do not transmit credit card
data via email.
CHECK
Checks may be made payable to
the Denison Annual Fund and
returned to the college using the
enclosed envelope.
SECURITIES
Shares of appreciated stock, mutual
funds, bonds, and other securities
are valued gifts to the college, and
often carry signiﬁcant tax beneﬁts
to the donor. Prior to making gifts
of securities, please contact our
development staff at (877) 336-8648,
to ensure that the transaction is
handled to your satisfaction.
ADEBLE BY
experience was
s from donors like you.
MADESSIBLE BY

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2012 Symposium for the Marketing of Higher Education: To Tagline or Not to Tagline