Question

Topic: Taglines/Names

Help Create Tagline For Small Ind. Telco In Iowa

Posted by sara on 3/20/2007 at 2:17 PM ET 500 Points
I’m the marketing manager for a small independent telephone company located in Iowa. We are constructing Fiber To The Home this year and decided to take a new look at our logo and tagline as part of the process. We have been brainstorming and working with a consulting group to develop a new tagline.

The top taglines that we’ve narrowed it down to are as follows:
1. All you need….
2. Centered on serving you.
3. Empowered to serve you better.
4. We care. We listen. We deliver.
5. People providing solutions.
6. When all you want is simply everything.
7. Talk. Watch. Connect.

Here is our positioning statement: We are a small communications company that provides local telephone Internet, and video services. We are easy to deal with, attentive, caring, trusted, and innovative. We respond quickly and are in tune with the needs of our customers.

We compete against large cable companies, wireless service, and VoIP. We need to differentiate ourselves from the competition by stressing the excellent customer service we offer.

Please help us narrow down our selection or provide us with your ideas. Thank you for your help!
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RESPONSES

  • Posted by sara on 3/20/2007 at 2:46 PM Author
    Thanks, Vic. I'll add your ideas to my list.
  • Posted on 3/20/2007 at 3:29 PM Member
    The ONE to call for it all - Phone, Internet, Cable, VOD.

    Anytime, Anywhere, we Care

    As is frequently mentioned, Is there a problem with your current logo and tag? If it aint broke don't fix it. Will your current customers still relate to the new identity - how are they going to know you've not sold the company? Will you lose the brand equity you've established with the old logo and tag? Is it worth it?
  • Posted by michael on 3/20/2007 at 5:06 PM Member
    Sara,
    If you look at what Teleconnect did (probably too long ago for you) and then McLeod...Clark was able to convince people that he was a real person and customer problems would be handled by real people.

    I believe most people are aware of the options and capabilities but how do you handle service issues. That should be the focus.

    Real Access. Real Value. Real People.


    Michael

  • Posted by Tracey on 3/20/2007 at 5:26 PM Member
    My fave is "Empowered to serve you better." I've had many frustrating calls with Internet, cable, and phone companies, and I like this tagline because so often, you call and speak to a customer service rep who has no idea how to handle your issue... so this makes me think that the front-line reps are empowered to provide real customer service.
  • Posted by sara on 3/20/2007 at 6:15 PM Author
    These are all great suggestions, thank you.

    I appreciate the different approach that everyone took and the background that you provide with your ideas. I hope to keep the posting for another couple of days to see what other feedback we recieve.
  • Posted by sara on 3/20/2007 at 6:15 PM Author
    These are all great suggestions, thank you.

    I appreciate the different approach that everyone took and the background that you provide with your ideas. I hope to keep the posting for another couple of days to see what other feedback we receive.
  • Posted by Ravee on 3/21/2007 at 4:07 AM Member
    Sara,

    I would suggest

    "Connect Better"
    "Connectivity Matters"
    "Stay Connected"
    "Connecting Relationships"


    The reason why I am playing around with "Connect" is because I think that's the center focus of your business. And also it has an emotional touchpoint.

    thanx
    Ravee
  • Posted by Phoenix ONE on 3/21/2007 at 1:51 PM Accepted
    I agree with Karen ProEditor above on a few of her points....and also wish to be constructive.

    I would suggest that you need to come up with a different approach that your current ideas - Most of the tags you presented are about YOU- not about your values to the consumer.

    The top tag lines that we’ve narrowed it down to are as follows:
    1. All you need…. Too broad and ill defined

    2. Centered on serving you. -About you & sounds like a fast food store.

    3. Empowered to serve you better. Who cares you are empowered what's in it for me, and you are serving again!

    4. We care. We listen. We deliver. You should and You better!

    5. People providing solutions. Too Broad, overused and ill defined for your product and audience.

    6. When all you want is simply everything.- Not sure what this means -can I get a fries with that?

    7. Talk. Watch. Connect. Now you are getting on target

    You are in the retail business providing a service that people take VERY seriously ---- You know that you do not fool around with their communications or TV connection -no one want to miss American Idol because your service was down. You must be a serious player and convince people of that fact without sounding like AT&T - You admitted your competitors are the "big boys" Therefore keep it simple.

    I would suggest

    ONE Simple Connection, bringing you the World, and your Friends.

    It is soft, on message and I believe people can relate. You could follow with a secondary tag:
    Single source TV, Phone and Internet, for YOUR home, what could be easier?

    Now your have reengaged with a question.

    You have defined it as simple, you only need one connection, to combine TV/Vid/Net and it is for people in their home.

    I think it will play.{Literally}

    Hope this helps

    Good Luck & Happy Marketing ~ Bill
  • Posted by sara on 3/21/2007 at 2:28 PM Author
    These are all wonderful ideas and clearly a lot for us to consider. I shared the ideas and feedback with my GM and will continue to do so until our consultants arrive tomorrow.

    Thank you again for taking the time to break everything down and offering constructive feedback that we can act upon.
  • Posted by Chris Blackman on 3/22/2007 at 7:52 AM Member
    I like the idea behind Talk. Watch. Connect.

    Except that's a strange sequence, isn't it?

    Doesn't Connect happen first?

    I have a different idea. The (my) world is obsessed with diet and food. Put your product on the map with:

    (Iowa Telco)
    Your daily fiber intake

    Good luck

    ChrisB



  • Posted on 3/25/2007 at 2:39 PM Member
    Sara,

    A lot of good suggestions. In a constructive vein, I would like to make an observation.

    Why are you not focusing on your core strength. Which is small size & local roots. You do want to mention your customer services, but there is nothing in your taglines, which mentions this.

    I like Karen, Bill & Palak's comments, especially Palak's "I for Iowa Innovation".

    I would recommend something, which emphasises your local roots and at the same time tells something about your business.

    Iowa I - ONE Simple Connection, bringing you the World, and your Friends (Bill, with your permission)

    We Connect Iowa to the World

    Connectivity Solutions for Iowans

    Serving Iowans from Iowa

    We Link Iowa to the World from Iowa

    Nimble Iowan Telecom Brings You the World
  • Posted by sara on 3/26/2007 at 10:18 AM Author
    After much debate and thought, we have decided on "We care. We Listen. We Deliver." as our new tagline. We chose this tagline because it was the one that the employees felt the best about and would get on board with. From a PR perspective, it gave us some flexibility on ways to use it in our marketing. We could write articles in our newsletter, create visuals, and put a story with each point - how we care about our customers and community, the services we deliver, etc.

    It's not as customer-centric as recommended by many of you, so that could be a challenge. All of the suggestions and feedback you offered really helped in this process, so we are very grateful for your help! Thanks and best regards from Iowa!
  • Posted on 3/26/2007 at 4:26 PM Member
    Sara,

    I believe that the job of a consultant is to give you options. We can tell you, what options are available and can recommend one course of action, as the best possible one. But we CANNOT make a decision for you. It is YOUR Company, you & your team have to be satisfied with the option / course of action, that you adopt.

    If we have managed to help you in arriving at a decision, which solves your problem, then we have done our job.

    I am glad that, our input was of use to you and wish you best of luck in your future.

    regards
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