2012 Symposium for the Marketing of Higher Education: To Tagline or Not to Tagline

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To Tagline or Not to Tagline is that the question? ©2012 RHB.com

Transcript of 2012 Symposium for the Marketing of Higher Education: To Tagline or Not to Tagline

To Tagline orNot to Tagline

is that the question?

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Richard H. Bailey, RHB, Indianapolis, IN

Sam Waterson, RHB, Indianapolis, IN

Melissa Morriss-Olson, Bay Path College, Longmeadow, MA

Paul Pegher, Denison University, Granville, OH

presenters

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Presentation available at

Rhb.com/amahighered

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Richard H. Bailey @richardhbailey

Sam Waterson @slwaterson

Melissa Morriss-Olson @BAY_PATH

Paul Pegher @paulpegher

#amahighered

presenters

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more than 25K visitorssince launch, 11K this year

on average, about six updates per month

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AND, PERHAPS MORE IMPORTANTLY, IS THERE

ANYTHING WE CAN REALLY LEARN FROM IT?

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Our Analysis

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2313 taglines

894“other”

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100%

~1200 different words

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33%

67%

. , ! ; ?

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6%

theused at the beginning of tagline

145

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2%0%0%

whereFIRST

only

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only 4© 2 0 1 2 R H B . c o m

PRIZES SHOULD BEAWARDED TO...

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Where academic vigor and innovative research in biomedical engineering interface with biomedical device development and the incubation of company spin-offs.

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THRIVE

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deconstruction• Rank = placement in its category

• Occurrences = raw number of word frequency in its category

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1st person vs 2nd person

“you”

“YOUR”“our”

“we”

42 141

55 314© 2 0 1 2 R H B . c o m

Does Location influence the

language of taglines?

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your 43

excellence 18

education 17

future 16

here 16

faith 13

your 42

you 22

education 21

life 21

lives 21

college 20

your 29

future 17

education 14

here 11

university 9

college 9

college 27

your 27

education 26

university 22

world 19

you 19your 18

education 10

you 10

life 9

career 8

college 8

your 28

college 15

world 13

education 12

learning 12

life 11

your 33

education 30

world 20

you 19

learning 17

where 13

your 63

life 37

education 30

future 25

college 24

world 22

you 28

learning 20

life 17

education 13

world 13

success 12

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your 42

you 22

education 21

life 21

lives 21

college 20

your 29

future 17

education 14

here 11

university 9

college 9

college 27

your 27

education 26

university 22

world 19

you 19your 18

education 10

you 10

life 9

career 8

college 8

your 28

college 15

world 13

education 12

learning 12

life 11

your 33

education 30

world 20

you 19

learning 17

where 13

your 63

life 37

education 30

future 25

college 24

world 22your 43

excellence 18

education 17

future 16

here 16

faith 13

you 28

learning 20

life 17

education 13

world 13

success 12

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your 43

excellence 18

education 17

future 16

here 16

faith 13

your 42

you 22

education 21

life 21

lives 21

college 20

your 29

future 17

education 14

here 11

university 9

college 9

college 27

your 27

education 26

university 22

world 19

you 19your 18

education 10

you 10

life 9

career 8

college 8

your 28

college 15

world 13

education 12

learning 12

life 11

your 33

education 30

world 20

you 19

learning 17

where 13

your 63

life 37

education 30

future 25

college 24

world 22

you 28

learning 20

life 17

education 13

world 13

success 12

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your 43

excellence 18

education 17

future 16

here 16

faith 13

your 42

you 22

education 21

life 21

lives 21

college 20

your 29

future 17

education 14

here 11

university 9

college 9

college 27

your 27

education 26

university 22

world 19

you 19your 18

education 10

you 10

life 9

career 8

college 8

your 28

college 15

world 13

education 12

learning 12

life 11

your 33

education 30

world 20

you 19

learning 17

where 13

your 63

life 37

education 30

future 25

college 24

world 22

you 28

learning 20

life 17

education 13

world 13

success 12

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your 43

excellence 18

education 17

future 16

here 16

faith 13

your 42

you 22

education 21

life 21

lives 21

college 20

your 29

future 17

education 14

here 11

university 9

college 9

college 27

your 27

education 26

university 22

world 19

you 19your 18

education 10

you 10

life 9

career 8

college 8

your 28

college 15

world 13

education 12

learning 12

life 11

your 33

education 30

world 20

you 19

learning 17

where 13

your 63

life 37

education 30

future 25

college 24

world 22

you 28

learning 20

life 17

education 13

world 13

success 12

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your 43

excellence 18

education 17

future 16

here 16

faith 13

your 42

you 22

education 21

life 21

lives 21

college 20

your 29

future 17

education 14

here 11

university 9

college 9

college 27

your 27

education 26

university 22

world 19

you 19your 18

education 10

you 10

life 9

career 8

college 8

your 28

college 15

world 13

education 12

learning 12

life 11

your 33

education 30

world 20

you 19

learning 17

where 13

your 63

life 37

education 30

future 25

college 24

world 22

you 28

learning 20

life 17

education 13

world 13

success 12

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more Highlights from Regional Breakdown

• “College” ranked in the top six most prevalent words in every region except Pacific, West South Central, and West North Central

• “Liberal” appeared lowest on the sorted list in the South Atlantic and West South Central. It had the highest ranking in the Mid-Atlantic.

• “Catholic” had the least occurrences in the West North Central. It had the most occurrences in the Mid-Atlantic.

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Does type of institution influence use of language?

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UniversityUniversity

Word Frequency

your 132

world 72

education 58

life 55

excellence 52

future 52

learning 45

success 41

CollegeCollege

Word Frequency

your 176

education 110

you 99

here 80

life 79

world 74

future 64

learning 64

InstituteInstitute

Word Frequency

college 12

school 7

education 6

your 6

now 5

real 5

future 4

graduate 4

SchoolSchool

Word Frequency

education 6

world 6

change 5

law 5

leaders 5

changing 4

lives 4

years 4

AcademyAcademy

Word Frequency

I 6

your 3

art 2

artists 2

design 2

dream 2

first 2

succeed 2

SeminarySeminary

Word Frequency

church 9

world 7

Christ 6

leaders 6

men 6

you 6

Christian 5

faith 5

ConservatoryConservatory

Word Frequency

music 2

America’s 1

arts 1

fine 1

foremost 1

master 1

school 1

world 1

UnionUnion

Word Frequency

I 3

life 2

ministry 2

one 2

real 2

school 2

theology 2

advancement 1

CenterCenter

Word Frequency

way 9

your 9

today 8

excellence 3

you 3

design 2

education 2

future 2

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0

3.75

7.50

11.25

15.00

YOUR WORLD YOU EDUCATION LIFE HERE EXCELLENCE FUTURE SUCCESS LEARNING

Most Popular Words: University v College

University College

Percent of frequency

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Melissa Morriss-Olson, Ph.D.Provost and Vice President for Academic Affairs

bay path college

To Tagline

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History and Mission

THE NEW AMERICAN WOMEN!S COLLEGE

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Kaleidoscope EventCARBON NATIONMovie with Post-Film Panel Discussion

Thursday, September 13 / 6:30pmMills Theatre, Carr Hall

Psychology DivisionFIRST FRIDAY LUNCH SERIES Jeffrey Trant, Program Director, Center for Human Development Friday, October 5 / 12 noon – 1pm Fireplace Lounge, Blake Student Commons

Thumbprint Lecture MARIA KARAGIANIS Tuesday, October 16 / 10:30am –12Mills Theatre, Carr Hall

PROVOST’S BOOK CLUB Tuesday, November 273:30 –4:30pmEmpsall Hall Living Room

Kaleidoscope Event CHILDREN DISCOVERING JUSTICE Thursday, October 18 / 8pmMills Theatre, Carr Hall

Kaleidoscope Event WINTERFEST Wednesday, December 5 / 7:30pmMills Theatre, Carr Hall

School of Adult andProfessional StudiesMINI-CONFERENCEWITH LUNCHSaturday, October 27 / 8:30amCentral Massachusetts CampusSturbridge, Massachusetts

School of Management and Social JusticeCOMPASSIONATE LEADERSHIP AND SOCIAL JUSTICE Kathleen Edin, Professor of Public Policy and Management, Malcom Weiner Center for Social Policy, Harvard Business School

Thursday, November 8 / 7:00pmMills Theatre, Carr Hall

Psychology DivisionFIRST FRIDAYLUNCH SERIESTony Smith, Juvenile Court Clinician, Springfield & Holyoke Friday, November 2 12 noon – 1pmFireplace Lounge, Blake Student Commons

The Campus Theme brings the Bay Path community together to consider and discuss a common theme, issue, or question that impacts us all. This year, our theme is “Lead with Compassion.” Through coursework, workshops, discussions, lectures, presentations, and art, we will consider the many reasons we should and ways we can lead with compassion..

Join us for these free events related to our Campus Theme

“Carbon Nation” is a documentary film about climate change SOLUTIONS. Many people doubt the severity of the impact of climate change or just don’t buy it at all, but the fact remains: most people desire clean air, clean water, and a healthy environment. This compel-ling and relevant film illustrates how SOLUTIONS to climate change brought about by compassionate leaders also address other social, economic and national security issues.

Bring your lunch, bring a friend, and join the Psychology Division for an informal discussion with Jeffrey Trant, Program Director at the Center for Human Development. Mr. Trant will explain how one community agency that specializes in working with adults with developmental disabilities leads with compassion every day.

Our speakers will lead presentations and discussions relating to compassion and resiliency.

Join Kathleen Edin, Professor of Public Policy and Manage-ment at the Malcom Weiner Center for Social Policy, for a discussion of how compassion-ate leadership is integral in addressing issues of social justice. Dr. Edin’s research focuses on urban poverty and family life, social welfare, public housing, child support, and non-marital childbearing.

Bring your lunch, bring a friend, and join the Psychology Division for an informal discussion with Tony Smith, Bay Path College adjunct professor and Juvenile Court Clinician. Professor Smith will detail how a compassionate approach is at the heart of working with juveniles.

Maria Karagianis, award winning writer, journalist, and social entrepreneur kicks off the first annual Thumbprint Lecture. Ms. Karagianis’s lecture will focus on creating a life worth living, one in which compassion is central to one’s actions and goals.

Bay Path College Provost Dr. Melissa Morriss-Olson and Dr. Kathy Wiezbicki-Stevens, Chair of the Psychol-ogy Division, invite you to join them for a discussion of Stacey Edgar’s book, Global Girlfriends: How One Mom Made It Her Business To Help Women In Poverty Worldwide. The book details one woman’s efforts to empower women through business and create compassionate but effective partnerships to help women around the world lead better lives.

Discovering Justice is a nationally acclaimed educa-tional program that prepares young people to value the justice system, realize the power of their own voices, use their voices on behalf of others, and embrace civic responsibility by connecting classrooms to courtrooms.

Join the Bay Path community as we give thanks for the joys and blessings of the season. Winterfest is an annual tradition celebrating the themes of light, hope, goodwill, peace and compassion for all people. Featuring music, song, dance and inspirational messages from leaders in the community, Winterfest celebrates this special time of year.

THE NEW AMERICAN WOMEN’S COLLEGE

School of Adult andProfessional StudiesCOMMUNITY PARTNER FAIRSaturday, January 5 / 12 noon – 1:15Fireplace Lounge, Blake Student Commons

Representatives from a variety of community organizations will set up in Blake Student Commons to provide information about community service opportunities.

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SPRING 2012

paul peghercreative director for communicationsdenison university

NOt To Tagline

DENISONU N I V E R S I T Y

2001 Strategic Plan(More of the same, only better)

FacultyStudentsRetentionDiversity

Campus CultureFacilities

Financial Resources

2009 Self-Study for Reaccreditation

Key Challenge:Definining and articulating a clear institutional identity.Is a Denison education unique or even distinctive, either in the Midwest or across the country?

What kind of institution does Denison is striving to become, and how will we know when we get there?

President’s Response: May be more than one answer depending on who is asking—students, alumni, or faculty.

The nature of the liberal arts curriculum and residential co-curriculum, at least at Denison, is not to specialize in one or a few things, but to do many things well.

Caution against being distinctive for risk of becoming odd.

“Highly selective, national, residential, undegratuduate liberal arts college” serves well but doesn’t require a special initiative

2009 Self-Study for Reaccreditation

Every generation of Denisonians has benefitted from the generations that have come before them—

from the traditions they created, from their contributions to the intellectual community, from their

generous donations to Denison. The gifts of Denisonians past are part of a legacy of giving that

continues to make transformative learning experiences possible for Denison students.

Become part of that legacy. Give to Denison today.

Denison’s LEGACY of giving

Office of the Annual Fund P.O. Box 716 Granville, Ohio 43023 (877) 336-8648 ext.2

DENISONU N I V E R S I T Y

DENISONU N I V E R S I T Y

DENISONU N I V E R S I T Y

DENISONU N I V E R S I T Y

ways to GIVE CREDIT CARD

Denison accepts Visa, MasterCard,

and American Express. You may

use our secure server to make a gift

online (www.denison.edu/support),

or call us at (877) 336-8648, ext. 2.

Please do not transmit credit card

data via email.

CHECK

Checks may be made payable to

the Denison Annual Fund and

returned to the college using the

enclosed envelope.

SECURITIES

Shares of appreciated stock, mutual

funds, bonds, and other securities

are valued gifts to the college, and

often carry significant tax benefits

to the donor. Prior to making gifts

of securities, please contact our

development staff at (877) 336-8648,

to ensure that the transaction is

handled to your satisfaction.

MADEPOSSIBLE BY

The Denison experience was

investments from donors like you.

MADEPOSSIBLE BY

SO WHAT?INTRODUCING...

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