Know-How Exchange : Taglines/Names

Is the brochure for the [prospective] students or for the schools/counselors?

Why not interview a few folks in your primary target audience and see what THEY need to know, what's on their minds, and what you would have to tell them (in your brochure) to get them to pay attention?

Right now all you have to operate with is your own perception of what YOU do, and the brochure isn't for convincing YOU that you're on the right track. Talk to the target audience instead.

Once you've done that, you should challenge yourself to define the purpose of the brochure, what key message you're trying to communicate, what your core positioning benefit is, and exactly who the target should be. That's your Creative Brief.

And if you have multiple targets, you probably ought to have different brochures for each. Otherwise you're guaranteed to be off-message for at least one of them ... perhaps all of them.

1. Brand your training: Training on Employability Skills, aka TES.

2. Put product suites for the different segments: TES SCHOOL, TES INTERN, TES CORP

3. Promote TES.

A campaign/brochure l;ine could be in the peripheries of TES MAKES YOU A WINNER/WIN WITH TES. etc.

ThnQ,

RJ