newark museum

Less is More Again -- Newark Museum Tagline Success in Just 4 Words 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!

Nancy Schwartz in Awards, Branding and Messages, Case Studies, Nonprofit Communications, Taglines | 0 comments
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