Know-How Exchange : Taglines/Names

Welcome to the MarketingProfs Know-How Exchange. A few questions:

Where do you hold these events? Are they geared to senior managers, mid-level managers, entry-level folks, white-collar, blue-collar, other?

Have you actually held events before? Have you talked with former/prospective attendees to find out what they think they need/how they benefited? If so, what did they say?

What is YOUR objective? Are you a not-for-profit?

And what are you asking us to do? Do you need a name and a tagline for the events, or do you want to use the Career ReVision name and simply want a tagline? If the latter, what do you want to communicate in the tagline? What is your positioning benefit? Why should someone come to the event? What's in it for them? How much will it cost them?

And what is the marketing plan? How do people find out about the events?

Finally, are the attendees your primary target audience, or are you really seeking sponsors?

We can help you, but we'll do a much better job for you if you can answer these questions first.

Laurie,

From a process standpoint, it's best to close the post and repost....when you decide what questions you're asking.


Michael

Thanks for the thoughtful feedback and questions. Career ReVision is the name of the event and the name of our nonprofit organization based in San Rafael, CA. We're looking for a great tagline.

Our objective is to provide networking/social media education, skill-building (resume retooling, interviewing, hidden job market search) and encouragement to consider unemployment an opportunity to learn, grow and perhaps change direction. Our first event will be held in San Francisco, then LA and San Diego and hopefully, across the country.

I helped produce a similar 2-day event in October, 2009 with 28 leading career experts, speakers and facilitators and it received almost unanimous feedback from the attendees. Some have told me that it changed their life and put them on a more positive path to employment. I am one of them! The inspirational component was what made this event so powerful.

We had only slightly fewer attendees the 2nd day and I attribute that to the appearance of the keynote speaker, Richard Bolles, author of “What Color is Your Parachute” at the first session. The target audience is made up of the same people I sit next to in my own Marin networking support group: white-color mid-career professionals and managers at every level – CPA’s; teachers; CFO’s; graphic designers and animation specialists, nurses and health care workers; IT, HR, bio-tech and marketing professionals; PhD’s. In terms of government and other community support, this is an underserved population and they need all the help they can get.

We’ve partnered with nonprofit networking and employment support groups in the Bay Area with a membership of 12,000+ and will be marketing directly to these organizations. We have asked for the endorsement and support of local political leaders. We will have a major local TV/radio media partner. Social media will be our single largest marketing effort. One aspect of the event is tracking attendees’ job progress post-event to determine ROI for our investors. Our goal is to cover all overhead and production costs to allow an affordable ticket price for attendees, e.g. $99 preregistration for two days.

Some tagline ideas we’ve created but don’t necessarily love:
Change your path. Change your life.
Fearless job-seeking.
New attitude. Better job.
Consider the opportunities.
Changing the way you look at employment.
Visualize your way back to work.
Revolutionize your job search.

Many thanks!
Laurie

All - thanks for the suggestions and input!