Question

Topic: Taglines/Names

Followup - Engineering - Tree-frog Mascot

Posted by online on 6/10/2009 at 12:18 PM ET 500 Points
This continues
https://www.marketingprofs.com/ea/qst_question.asp?qstID=29211

I wanted to award some points since this is a long/tough question.

I'm looking for ideas on tag line for Lougheed Engineering, Professional Civil and Environmental Engineers. (A very small company in biz since 1977.)

My nephew wants to use a tree-frog as mascot. My brother has always used an illustration of his initials. (See links below)

From previous question --- focus on frog as fragile animal for which we engineer safe env - may be a bridge to far.

We also thought about using the Tree frog as a mascot, but NOT part of slogan --- like the GEICO Gecko. (I'm guessing my brother will want to continue to use the SO initials in the short run - so this re-branding will be a process rather than a sudden re-stage.)

Another idea - frog on soil cut-a-away. "Engineering above and below ground that you can depend on" or something like that.

I think my brother's main business strategy has been to give careful, solid engineering at reasonable prices. And to always be fair - follow the golden rule. I think my nephew likes the frog also because it stands for Fully Relying On God.

Here's are links with images that might help explain.
Branding - https://www.lougheedengineering.com/branding.html

Also:
Redesign
- https://www.lougheedengineering.com/
Old site
- https://www.lougheedengineering.com/index-2008.php


Here is the mess I'm trying to tie to together for them. And I don't think they really "get" branding and marketing. So I AM trying to get them to focus on one clear message (HELP!). :)


1. S.O. Lougheed & Associates
- the name my brother used in 1977
2. Lougheed Engineering
- the name my nephew and I are using for the web site URL.
3. Professional Civil and Environmental Engineering
4. Brother's original logo - S.O. optical illusion
5. Nephew - wants to use tree frog

I'm really looking forward to hearing all your thoughts!

April
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RESPONSES

  • Posted on 6/10/2009 at 3:10 PM Accepted
    I agree with Phil, the frog looks like he's hanging on for dear life. He also looks rather lost and out of place. He doesn't really fit with the rest of the images. Plus, the images are rather bland and generic - they don't really tell me anything about the firm or why it's special. What makes it different? How has it lasted so long while others have failed?

    It sounded in your prior question as if you wanted to emphasize environmental services (soil testing, water analysis, hazardous waste, etc. That's not really coming through here. If you do stuff with dirt and water, why not show dirt and water? Show testing..show the engineers out on a project (real people, not stock images).

    The white type against the black background is hard to read. The copy says "we" and "us" and "our" rather than 'you' and "your" - it's not really focused on the customer and how the company solves their problems.

    Oh, and there's a typo in the headline; it should be clients' rather than clients (since there's more than one client).

    Hope this helps.

    Jodi

  • Posted by SteveByrneMarketing on 6/10/2009 at 7:03 PM Accepted
    I agree with Phil, it looks as if somebody hacked your site and left the frog as web graffiti.

    The frog really isn't adding anything. Does it help to differentiate you from your competition, in the eyes of your customers?

    just trying to help,

    Steve
  • Posted on 6/10/2009 at 7:52 PM Member
    Oops!

    There's a typo in my correction of your typo. What I meant was that the headline should refer to clients' rather than client's.

    Jodi
  • Posted by Jay Hamilton-Roth on 6/11/2009 at 8:37 AM Accepted
    (Aside: Your website needs a bit more work, especially your home page, whose look doesn't fit with the other pages on the site. The copy on the home page has too many words that don't speak to the reader easily.)

    Given what additional information you've shared, I'd suggest not to get too cute with a mascot. Your clients are aren't attracted by cute. They're looking for solid, dependable, etc. Give 'em what they want.

    As far as a tagline, I agree with Phil - your longevity is one of your strongest testimonials about your business. Here are some taglines pulled out of your home page copy that may spark some ideas (so long as your prospective clients understand the buzzwords):
    * Technical Consulting and Civil Engineering Since 1977
    * Civil Design and Environmental Facilitation Since 1977
    * Specializing In Environmental Civil Design Since 1977
  • Posted by online on 6/11/2009 at 4:38 PM Author
    Thanks you guys. I totally agree with your comments.

    I guess I need to get a digital camera and go on a field trip with my bro!

    I think you nailed it ... as I've spent hours looking through stock images ... and I just never felt I found anything that captured the company's services.

    Sounds like we should do a "history" page too - that tells more about the actual company and projects.

    Maybe I can talk them into moving the frog to the footer. Or use the frog on a blog, rss or something. They love that frog idea. ;)

    Thanks for pointing out that the frog looks scared. I knew something just didn't look right.

    It's amazing to get feedback ... sometimes I get too close to the sites and code.

    I'm closing this question ... will do another version of the site and come back for more.

    thanks! April
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