Today’s guest post comes from Andrea Genevieve Michnik, director of marketing and enrollment with the Semester in Washington Journalism Program at George Washington University in Washington, D.C. Follow her on Twitter at @AndreaGenevieve or @SIWjournalism, and look for her at the upcoming EduWeb and EduComm conferences this summer.
Developing effective higher education taglines
Some would argue that taglines are among the most important parts of a higher education brand identity. Combined with logo identity, tone and theme, taglines are important. But, are they successful at representing the college experience?
Consider higher education taglines. Do you remember the tagline of your alma mater? Does it accurately portray the environment and experience of going to school at that institution? If you can’t remember, that should tell you something about its effectiveness.
Accuracy is relative; dependent upon the opinion of those involved at all institutional levels. Higher education marketers, potential students, current students, parents, alumni, administration, governing boards and additional important stakeholders all become potential focus groups. Representatives from each constituency should have a say in the keywords of a tagline. Not sure if a current tagline is yielding desired results? Consider conducting a survey or poll. It’s a simple and easy method to gauge effectiveness.
Take a look at the issues in building an identity campaign for the Semester in Washington Journalism Program at George Washington University. Since it is branding a part of an institution, this project is a challenge. It’s important to maintain certain elements of GWU’s identity, but at the same time differentiate the program from the competition.
Check out this great collection of 3,500 higher education taglines put together by the Indiana creative marketing firm Richard Harrison Bailey/The Agency, where you can search by keyword or institution. Take a minute and perhaps look at the taglines of your competition.
Should an institution look to update its identity or tagline? How would you decide if a tagline resonates with target markets? What factors should be considered? Share your thoughts, examples and ideas here. Look for an update in a week on the progress of creating a tagline for the Semester in Washington Journalism Program.