Topic: Branding

Need Help With A Tagline

Posted by ssweetman on 250 Points
The focus of the tagline should be that we offer programs that are work focused as well as education that's global. Our diploma and certificate courses transfer to over 75 universities globally.

We offer 6 types of classes and want to make sure our audience 18 - 25 and 25 - 50 understand that we want local students, international students and the benefits are that they can get employed right away or go for higher education to our partnered universities.
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  • Posted by mgoodman on Accepted
    A few questions:

    1. Is this for the Kelowna or Surrey campus, or both? Who is your competition?

    2. For an institution called "Focus College" the communications objective for the tagline lacks ... well, focus. A single-minded benefit for a specific targeted audience is most likely to be noticed and remembered.

    3. Are you mostly interested in attracting international students, or preparing locals for continuing education at 75 universities? Do you want students right out of high school, or adults returning to school after some work experience? Etc. The more specific and targeted (i.e., "focused") your target audience is, the more effective your tagline will be. When you try to be everything to everyone, you usually end up going unnoticed and/or being forgotten by everyone.

    4. What is the purpose of your tagline request? How will you decide which tagline to use? And how will you know in a few years whether the new tagline is/was successful? What is the metric for success?

    5. You might want to prepare a formal Creative Brief for this project, as the project is an important one, and a Creative Brief will force you to think about priorities, goals and strategies. This should be more than an exercise with a thesaurus.

    More info in a MarketingProfs online seminar here:

    Creative Brief ==> (Also check out the "Resources" link at the bottom of that page.)
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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