Developing Slogans for Marketing of Higher Education

When a new institutional slogan is developed it should be guided by a creative process. This process should involve multiple levels of participants, appropriate screening criteria, and a solid understanding of an institution's strengths and publics. This paper describes the steps involved in creating slogans that work. After outlining the process involved, the experience of one institution is explored. Each step in the process is examined and outcomes assessed. This experience demonstrates the usefulness of applying a set of guidelines to slogan creation.