Question

Topic: Taglines/Names

Rebranding - Need An Organization Tagline.

Posted by lisaasp on 11/20/2014 at 12:27 PM ET 125 Points
I'm on the Board of Directors for the Twin Cities Professional Photography Association. We're in the processing of rebranding and need help with a catchy tagline. The organization is made up of area professional photographers who are offered education, networking, and professional growth opportunities. It has been perceived as the "old boys club" and has stopped appealing to the younger generation of photographers. We are updating the look and trying to make it "cool" again, appealing to a wider audience in an effort to keep the organization strong. We are now competing with online venues for education (such as Creative Live) and need to get across the benefits of in person, hands-on education and the camaraderie of getting to know the other members. It's a big task, and putting all of that in a tagline is proving difficult! Any ideas you may have would be greatly appreciated!!
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RESPONSES

  • Posted by mgoodman on 11/20/2014 at 6:00 PM Accepted
    We need to zero in on the core benefit of membership -- not try to tell a whole story in the tagline. This isn't about being "catchy" or clever with words. It's about the substance of your benefit promise. If it's compelling enough then it will be effective. If it's not, "catchy" won't help.

    Maybe it would make sense to talk with a few younger photographers in the organization and see what they like about TCPPA. Then talk with some similar non-members and see what they'd need to hear to get them to join. The thoughts they contribute and the words they use will guide you to the right tagline.

    If you are concerned that you can't do a good job of conducting these interviews you can hire a professional to do it for you.
  • Posted by Mike Steffes on 11/21/2014 at 8:58 AM Accepted
    This would tend to exclude people playing with photography, but it takes that lead from your name-

    Twin Cities Professional Photography Association
    "Real networking for working photographers."
  • Posted on 11/23/2014 at 10:54 AM Accepted
    Twin Cities Professional Photography Association
    "networking, education, opportunities - professional photographers coming together"
  • Posted by Gary Bloomer on 11/23/2014 at 6:55 PM Accepted
    The line does not need to be "catchy": it needs wide ranging appeal. This may require the old boys getting off their high horses about what constitutes a professional photographer. Regardless of someone using an H5D-200c Hasselblad ($45,000), or an el-cheapo point and shoot or their iPhone, anyone making photographs is a photographer. The fact they they may be taking photographs professionally may be the thing that's hold the group back. One way around this may be to have one main group and to have the professional side of things as a sub group. this then builds aspiration.

    Twin Cities Photography Association: Welcoming photographers of all abilities. Note here that I've omitted the word "professional". I understand that by doing so, I open a huge can of worms, but by widening the scope of membership, you automatically remove a potential for snobbery that can sometimes creep in with any kind of organization. By creating a sub group for the pros, you open up general admission while retaining an element for the higher echelon players.
  • Posted by lisaasp on 11/24/2014 at 11:51 AM Author
    Thanks for the feedback, everyone! It's nice to get a different perspective. We DID do a member and a non-member survey this fall, so I'll pull that info and read through the answers a bit more. I appreciate your insight and suggestions! :)
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