1. Student Marketing Brand Working Group Strapline Development

2. Student Marketing Brand Working 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!

3. Student Marketing Brand Working 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.

4. 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 straplines Where the command reveals the business category. HSBC: The world’s best bank Olay: Love the skin you’re in Student Marketing Brand Working Group Strapline Segmentation

5. Student Marketing Brand Working Group Strapline Segmentation Imperative straplines Where the command is based on action. Nike: Just do it Toshiba: Don’t copy. Lead Descriptive straplines Where the command describes the service, product, or brand promise. Philips: Sense and sensibility Target: Expect more. Pay less

6. Student Marketing Brand Working Group Strapline Segmentation Superlative straplines Where the command positions the company as best in class. DeBeers: A diamond is forever BMW: The ultimate driving machine Provocative straplines Where the command is thought provoking and frequently a question. Microsoft: Where are you going today? Sears: Where else?

7. Student Marketing Brand Working 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.

8. Student Marketing Brand Working Group What Our Students Say

9. Student Marketing Brand Working Group What Our Students Say Facilities Staff and StudentsUni Experience Work Ethic NegativesThe University

10. Student Marketing Brand Working 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.

11. Student Marketing Brand Working Group What Do Our Staff Say?