Know-How Exchange : Taglines/Names

What's the name of the organization?
Who's the tagline for specifically?
What makes this association different from other similar ones?

Who is the target audience for your tagline and what do you want them to do/think after they see it? Why do you think you need a tagline? Is the name of the organization unclear?

Name of the organization is clear as to who our members should be. California Pool & Spa Association. We have just changed the name from California Spa & Pool Industry Education Council (SPEC). Previous taglines used with the former name include "Protecting Pool Owners and Professionals Since 1973" and "Advocate. Legislate. Educate." Some people on the board believe we need a tagline to let people know we represent everyone in the pool/spa industry, and others want to maintain a historical link. Keeping 1973 in it. Our main focus is government relations/legislative advocacy on behalf of the industry in our state. No other organization representing any facet of the pool and spa industry has a registered lobbyist in California. A bill introduced in the CA Legislature brought the industry together to form a council to address it and hire a lobbyist 40 years ago.

Today, we are trying to update the organization and increase our membership numbers which decreased significantly during the national fiscal crisis. We are adding member benefits - contact with CPSA through Twitter, clearinghouse for educational opportunities, public pool and spa safety and energy conservation links and educational materials for their clients, and a business to business and business to consumer aspect as well as a forum for discussing issues relevant in their locale. Bottom line is, in order to continue as an organization, the membership numbers must increase.

Too much information?? Hope this helps.

Pool And Spa Association
Professional, recreational, healthful, and a little wrinkly

Hey, it's pools and spas, not reading desks.
More information may influence the thinking on this.

California Pool and Spa Association

"Supporting pool designers, builders and users"

"The right advice for safe, secure water facilities"

"Immersed in pool best practice"

"For Living Water. Leisure Water. Luxury Water"

"Supporting clean, healthy, safe fun in the water"

"Working for the best experience in the water"

We ensure standards are kept
Ensuring pool usage is safe
Ensures safe pools
Making swimming safer
Swimming's fun, we keep it safe

Thanks for trying. Nothing quite fits.

Umm ... just to say, it doesn't need to fit. It needs to resonate with your customers - and the only way to find out which one it is, is to test it to see which one they like.