Know-How Exchange : Taglines/Names

Is the new tagline representative of a long-term or strategic change you are making in the business? How will the theater benefit, specifically, from an association with the surrounding food-agriculture movement?

I'm asking because in your area, you'd want to be careful about setting aside the "professional" identity unless you don't need any longer to distinguish yourself from amateur theaters.

You might be better off using the organic-sustainable-local concept as a theme for the upcoming season rather than a way to rebrand your business for the long term.

Examples: XX Theatre salutes the Hudson Valley's sustainable movement with our own crop of local actors who bring an organic interpretation to Mark Twain's .... At our fall fundraiser, XX Theatre salutes the Hudson Valley's sustainable movement by providing local, organic, heirloom tomatoes to be thrown at our actors, who will pose in character as famous villians .... XX Theatre salutes the Hudson Valley's sustainable movement by partnering with local growers and chefs to ....

Posters might say, "XX Theatre: Local, organic, delicious!"

But if these ideas do not provide a usable direction, perhaps you can say more about the benefit or result you are hoping to create for the theater by changing its tagline?

Peg nailed it once again.

Don't mess with your current tagline unless you've become aware of a problem it poses. The nice thing about taglines is that they begin to resonate with your target audience after they've been around (and repeated) for awhile.

If you feel compelled to chase the "sustainable agriculture" movement, build a short-term campaign around it -- just as Peg suggests. Don't mess with your current tagline.