The Newark Museum is a marketing star, and I'm continually impressed with its creativity in engaging its diverse base. 2009 is the Museum's centennial and its marketing team has done a stellar job in making the most of that with special programming and a new tagline – 100 years. always new.
This tagline is a star, in just 4 words. Here's how the tagline meets (or beats) the "tagline musts" outlined in the Getting Attention Nonprofit Tagline Report (subscribe to the Getting Attention e-update here to get the 2009 report update when published this winter):
- Conveys value (always new — always the opportunity to learn something new, be surprised).
- Broadly and easily accessible and memorable.
- Makes an emotional connection. We all respect age and tradition (think grandmother) and adore what's new. The Museum promises the best of both worlds.
- 8 words or less! — Less is more in taglines and most marketing copywriting. That's really all your base can remember, recognize and repeat. Make it easy for them.
- Highly visible and integrated into all communications. Check mark — it's everywhere Newark Museum is.
- Captures the spirit and promise of the Museum. Embracing its history and tradition while pushing forward to explore new worlds.
Newark Museum staff members, I hope you're reading and will enter your tagline in the 2009 Nonprofit Tagline Award program.
You too, readers! Deadline is looming (July 31st) so enter today, please!
