student marketing brand working group strapline development
TRANSCRIPT
Student Marketing BrandWorking Group
Strapline Development
Student Marketing BrandWorking Group
Strapline Development
What we want to achieve… To generate a strapline which will complement the University Logo.
To deliver a message which incorporates the ideas and opinions
How we are going to achieve it… Identify the use of the strapline within other organisations.
Review working examples and how they are implemented.
Generate a new message, unique to Ulster!
of our audience, our selves and our employer!
Student Marketing BrandWorking Group
Strapline Motive
A good strap line makes you think, promises something,
provides a guarantee of performance or confirms your identity.
The strap line is a concise statement that reinforces your
position and states a claim for your differentiation.
Five key themes have been identified in the development of a strapline, all of which should be considered when selecting the direction of Ulster’s expression.
Specific straplinesWhere the command reveals the business category.
HSBC: The world’s best bank
Olay: Love the skin you’re in
Student Marketing BrandWorking Group
Strapline Segmentation
Student Marketing BrandWorking Group
Strapline Segmentation
Imperative straplinesWhere the command is based on action. Nike: Just do it
Toshiba: Don’t copy. Lead
Descriptive straplinesWhere the command describes the service, product, or brand promise. Philips: Sense and sensibility
Target: Expect more. Pay less
Student Marketing BrandWorking Group
Strapline Segmentation
Superlative straplinesWhere the command positions the company as best in class.
DeBeers: A diamond is forever
BMW: The ultimate driving machine
Provocative straplinesWhere the command is thought provoking and frequently a question.
Microsoft: Where are you going today?
Sears: Where else?
Student Marketing BrandWorking Group
Strapline Segmentation
After reviewing the selected methods in which our strapline could be developed, we should also consider each option in
relation to the attitudes of our prospective market, our competitors as well as everyone involved in the University.
Student Marketing BrandWorking Group
What Our Students Say
Student Marketing BrandWorking Group
What Our Students Say
Facilities Staff and Students Uni Experience
Work Ethic NegativesThe University
Student Marketing BrandWorking Group
What Our Competitors Say
Queens: We are Exceptional.
Open University: Explore. Try. Study
Belfast MET: Outstanding Learning for successful futures.
University of Liverpool: Investing in Knowledge.
University of Hull: Change the way you think.
Oklahoma City University: Where You're a Name, Not a Number.
Student Marketing BrandWorking Group
What Do Our Staff Say?