Question

Topic: Taglines/Names

Government Agency Needs A Restructure Tagline

Posted by eric on 9/11/2012 at 3:14 PM ET 125 Points
Hello,
I am with a large Federal Agency that prints materials (electronic and on paper) for government installations around the world. We are embarking on an exciting new strategic plan in an effort to be more efficient, more customer focused and to drive more revenue. Our customers are predominantly other gov't agencies. Many of whom don't know about our services and what we can do beyond printing, i.e. scanning, eBooks.

We are really relaunching the department and want to brand the effort to our employees to get them excited about the change and opportunity (knowing that some will be nervous about change). We would also like to relaunch to our customers too. We don't have an exciting name as this is a federal government department. That doesn't mean our tagline can't help our team feel empowered and excited! Thanks in advance for any suggestions!!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Jay Hamilton-Roth on 9/11/2012 at 5:01 PM Accepted
    (Aside: Are you with the US GPO, or another agency?)

    A new tagline is unlikely to get anyone excited (other than your marketing team). Besides some services that other agencies may not know about, why should they want to work with you? What message can you share that would truly save them time and/or money? How do you want to be perceived?
  • Posted on 9/11/2012 at 5:16 PM Accepted
    We need to start with a positioning statement. WHY should your target audience come to you? What important and unique benefit do you deliver? What are they doing now? Why should they change?

    You may need some outside positioning expertise to do this right. If this re-positioning task is truly important to the success of your department, the cost of an outside consultant with this expertise will be insignificant. If it's not that important, then just skip the tagline and the relaunch altogether.
  • Posted by Ghost Writer on 9/11/2012 at 6:09 PM Accepted
    Once you've nailed down your new positioning, you can look for a slogan or tagline that expresses it ...

    "Doing More, Doing Better"

    "Fast, Flexible, Economical"

    "Putting Our Clients First"

    Lots of possibilities, but WHO are you becoming and WHY is it better? Answer those questions and you'll get your client agencies and your staff to care.
  • Posted by eric on 9/11/2012 at 8:36 PM Author
    Thank you very much for the feedback. This is a unique situation given the constraints of the the Federal Government. There has been a lack of accountabililty for a long time and disparate operations around the world.

    I agree that words alone are not going to motivate the team. We have developed a comprehensive plan to do so. Just trying to come up with a --- 2.0 type of moniker to use in an effort to put a name to the restructure plan.

    We want internal customers to want to do business with us because we make their jobs easier, we exceed expectations and we know the unique Federal Government needs.
  • Posted on 9/12/2012 at 12:31 AM Accepted
    Printing for globe
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)