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Know-How Exchange

Topic: Taglines/Names

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This question has been answered, and points have been awarded.

Health Insurance Tagline

Posted by Anonymous on 125 Points
Your ideas for a Health Insurance Ad Campaign tagline will be highly appreciated.

Target market is employers and employees, but it should also double as an awareness campaign for a whole city.

Primary Media to be utilized: Billboards, Print, Radio.

Has to be as short as possible.

1,000 Thanks in advance :)

  • Posted by MonMark Group on Member
    Speaking of "short as possible" the information you provided to us, to create such an important component of your marketing strategy, is just not quite enough information to do so.

    Help us as much as you can, w/o giving away the store. But, I would guess that you may need to hire a consultant to help you with this.

  • Posted by MonMark Group on Member
    Each of the above, in my opinion are not necessarily "taglines" but are more "Subjects" of a particular ad/mark campaign(s).

    Taglines, or positioning statements, from what I have learned, need to be more long-term, in scope. "Have it your way"..."you deserve a break today"...made by Elves...with lines such as yours, more closely related to singular campaigns such as; "Where's the Beef"...which faded w/the campaign, but lived on in our hearts.

    I found "Piece of Mind" interesting. Why did you choose that over "Peace of Mind"? Just curious, as always.

    I can not see the taglines selected above, as long-term, binding statements for any particular brand.

    By example:
    100% Coverage-shouldn't this just get a company to the table, as a part of the standard service?
    UR Covered-Well, if I bought your insurance, I had better be covered....etc.

    I hope you can gleen through this and pick out all of the positive aspects of my response. I am cheering for you...but, do not see it here.

  • Posted by MonMark Group on Member
    With that many messages...why not.

  • Posted on Member
    we cover you like a hospital gown..?
  • Posted on Accepted
    Health Matters

    Your Life Depends On It

  • Posted by MonMark Group on Accepted
    Why....WHY would you want to forget about it when it is done?
    Why would you not want to create an ongoing program that builds awareness and loyalty?

    It just doesn't make any sense to create a 30 day program of mixed messages that goes away.

    If you think the market will pick and choose what they like, as in a salad bar, and leave the are mistaken. I do not believe you are doing your client any favors by developing a program, that is in essence..."worthless".

    But, just like a salad bar, you will select the responses that best suit your layer of thinking, and validate what you wish.

    Good Luck.

  • Posted on Accepted
    It's Your Healthy Choice!

    Be Healthy, or Be Prepared!

    We Wish You Health - But You've Got to be Prepared!

    It's your Responsible Choice!

    Are you healthy? Great! But...are you prepared in case...?
    XXX Insurance -
    It's your Responsible Choice!

    May all the health insurance money you have to pay - go down the drain...!
    May you never ever have to need it...!
    But should you need it one day - you'll remember how smart you were.
    XXX Insurance - Choose responsibly today!
  • Posted by MonMark Group on Member
    Here's the bottom line from my perspective...points or not. You have not provided us with enough information to help you. I have asked for additional information, and you send back what appears to be a program for disaster for your client.

    You want to create a 30 day, health-oriented advertising program, for a governmental agency, targeted at employers, employees, rest of city, that is a forgettable campaign, seems to be the bottom line.

    That sounds exactly like many governmental information spending programs, around the world.

    The general message is be healthy and prepared for ---something---and buy our government-related insurance program.

    But, it doesn't matter...really.

    The forum still does not know what it is you are trying to achieve. Perhaps you are not clear, as well.

    I ask again. Please take your time in responding.

    1) What is it you want to communicate to your target audience?
    What is the product?
    2) What is the service?
    3)Why would you want them to begin to act on something (for 30 days), then forget it?

  • Posted on Accepted
    for peace of mind

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