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10/27/2010

Tag! We're It! A Tagline Embodies Tangible Benefits.

Tag you're it 

Quick, name the seven companies or products that go with the taglines below:

  • “Just Do It.”
  • “What happens here, stays here.”
  • “I’m loving it.”
  • “The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine”
  • “The happiest place on earth”
  • “Can you hear me now?”
  • “Eat fresh.”

I’d be willing to bet you immediately came up with six or seven (Nike, Las Vegas, McDonald’s, NyQuil, Disneyland/Walt Disney World, Verizon, Subway). That’s the power of a tagline. A great one serves as a hook, reminding you not only of the product but also what that product will deliver.

In a blog a few weeks ago, we explained the evolution of our brand name and our desire to reinforce what our brand—University of the Sciences—truly represents. As we continued to refine our branding, we wanted to create a tagline that would resonate with students, parents, alumni and guidance counselors, alumni, etc., communicating what USciences is all about and what they could expect from us.

 A great tagline encapsulates our “value proposition,” the benefits that a university, company or product provides to its students or customers, what it promises to deliver, and what makes it the better choice for the consumer. It answers the following questions that a potential customer might ask:

  • Who are you?
  • What are you about?
  • What can you promise me?

 In the case of USciences, our value proposition should give students a solid reason to believe that, when they come to USciences, we are assuring them of a certain type and standard of higher education. What is that education? What do we uniquely have to offer?

 “The culture of a university and its value set are the keys that drive it,” says USciences President Dr. Philip P. Gerbino. “For this institution it’s science and it’s healthcare, and those two values will never change.”

USciences logo 

“Where science and healthcare converge”—USciences newly unveiled tagline—defines both what we are and what we are not. We are not a liberal arts school. We are a school focused on those values Dr. Gerbino identifies: healthcare and science. “We’ve taken the principles of science and health professions,” says Dr. Gerbino, “bonded those together, and [we] make sure they are integrated into all our programs.”

We have a long history of teaching science as it relates to the health professions, and we have no plans to abandon that proposition. Students who come to USciences will be immersed in scientific discovery, training to be leaders in healthcare fields that are expanding every day. That’s a promise.

It’s a promise that is represented in our students’ career paths:

  • Payscale.com has ranked USciences graduates salary potential as 7th in the Northeast and 11th in the nation.
  • U.S. News & World Report ranked us 2nd in the nation in student loan repayment rate, an indication of our graduates’ high earnings.
  • Our acceptance rate into medical school historically has been nearly twice the national average.
  • Historically, within three months of graduation, 90% of our students are employed or have been accepted into graduate school.

“Science is the basis for all the health professions,” says Dr. Gerbino. Nowhere is that better understood—and taught—than at University of the Sciences, where healthcare and science converge.

Hear more of what our president and provost have to say about our new name, logo, and tagline by watching this video.

 

 

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