or Tag-Line Development
"The Ultimate Leadership
Tag lines or themes are powerful for their ability to
establish a memorable image and streamline an organization's
mission statement or a candidate's message. They offer a
tremendous opportunity. ARG is often called upon to find a
new, updated, and fresh identify for clients through the use
of research and the following story explains a big success.
Parts of this story were also published in an article by Dr.
Dale Paulson in "Association Management Magazine."
Future Homemakers of America (FHA)
This was a national organization founded in the
1940's with student members and teacher/adviser
members and was very popular in many parts of the
country. Over time the organization changed to mirror
the changes in society and in the 1990's it had many
young men as well as young women members, and it
evolved to offer a variety of programs from child
development to community youth violence prevention.
These changes resulted in FHA changing its name to
Family, Career and Community Leaders of America or
Family, Career and Community Leaders of America
FCCLA executives and the board liked the new name
but felt it still did not convey to students the
excitement of an updated, modern image. They decided
that development of a new tag line should be a key
part of creating its new image and called ARG, which
had done many surveys for the organization, to help. ARG understood that since this is a student-run
organization with over 200,000 members, it was
important to reach out and get their opinions and
It should be noted that FCCLA's Board of Directors
had tried for several months to select a tag line, but
the votes usually split about 50-50 for each of two
choices, and they were hopelessly deadlocked. ARG had a better
How Did we Develop the New Tag Line?
To find the best tag line we quantified the
process and counted points.
In focus groups we gave various members 100 points and
asked them to spend points on possible tag lines or
words they found most appealing. The top picks were
then tested again with another 100 points. And so on.
This methodology is a fixed-sum preference scale and
it allows quantification of the entire process
to produce a clear winner. This is easier for
respondents and more fun than ranking long lists, and
it is more effective because it reveals both
preference and intensity.
Words had to test well with both students and
teachers and here are some results."
Because the word "leadership" tested well
with both groups, its inclusion in the final tag line
is no surprise. "The Ultimate Leadership
Experience" became the clear tag line winner
and the board approved it in 15 minutes.
To emphasize again how important it is to quantify
this process, consider another tag line that was
considered. "Release Your Potential"
received 215 points from teachers but only 70 points
from students. This shows that teachers felt three
times more strongly about this tag line than did
students. Students didn't like the word
"potential" because they believed they were
"The Board of Directors tried for
several months to select a tag line, but the votes
usually split about 50-50 for each of two choices. By
hiring a consultant who used the fixed-sum preference
scale for words and ultimately a tag line, we were
able to develop a tag line that was clearly the
favorite of the entire group."
Executive Director, Alan Raines, FCCLA
Dale Paulson, Ph.D.
Allegiance Research Group
3213 Duke Street, #803
Alexandria, VA 22314
Web site www.AllegianceResearch.com
Web site www.YTheyJoin.com
Web site www.WorkplaceAttitudes.com
Blog site http://apps.ytheyjoin.com/blog