Question

Topic: Taglines/Names

Uniquely Different English Language Training Schoo

Posted by Anonymous on 5/8/2008 at 5:58 AM ET 250 Points
KaiEn English has a very differentiated service offering than most others in China. We need a new slogan. Below are the facts:

[inactive link removed]


Market trend:
Software based learning systems where students go to the centers and do exercises on PC's
Following completion of exercises, they can then arrange for foreign teacher classroom time.
Should they feel that they are not improving, their time spent on each area of English can be monitored (eg they only spent 10 hours on grammar exercises and 40 hours on listening) so they should go back to the PC and do more.

Advantage:
• l Up-front cash payments for yearly tuition enabled rapid expansion
• l 'Flexible' learning schedules allowed institutions to use classroom space efficiently (daytimes, for example)
• l The software enabled rapid, cost-effective scalability
• l Lower recruitment, management, and teacher costs allowed them to invest heavily in promotion

Disadvantage:
• l Traveling to the centers to access learning materials - when they could consume it at home
• l Paying top dollar for the privilege
• l The syllabus is necessarily rigid (in order to scale) so it ignores individual needs
• l Students often have to wait for days, or even weeks, to get into a class with a foreign teacher

Since the entire market has moved towards the multimeida based business model, it has positioned us very clearly since we have always been about 100% face to face teaching for the past 10 years. We believe the best way to be able to speak english is to practice speaking and not learn through a book or software.

However, our slogan of "Experts in spoken English" is old and tired. we need to develop this to include the following messages:

Unique, different.
Experts in spoken English
Practice, speaking confidence, success
communications, human, social.
speaking is social, learning is not

Please help.


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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/8/2008 at 9:05 AM Accepted
    Learn English Face-To-Face.
    English Spoken Here.
    Speak English With People. Not Machines.
  • Posted by saul.dobney on 5/8/2008 at 2:40 PM Accepted
    English with smiles

    Personable Personal Personnel for Perfect English

    English Pearls

    Learned English friends

    English around the table



  • Posted on 5/8/2008 at 10:35 PM Author
    cpappas:

    i feel that it is old and lacking because although it encompasses most of the points i want to portray, it is nothing new and has lost its "meaning" for example, how often do you see Nike using "just do it" not as much as 10 years ago.

    perhaps this can still be used if we have one or one set of image to go with it and hammer it into the market so that the word together with the new image will create something fresh?

    i wonder if we can have more phrases around the "social" aspect because clearly by face to face teaching and speaking we are offering something social, something with a human touch. our competitors on the other hand are offering a computer which is anti-social. this is one of the major differences.

    the experts in spoken English states what we are. but perhaps we need something to state what we are not. i.e. computerized teaching.

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