At the risk of oversimplifying, American has a great tagline — Media That Matters — and a group of passionate people who believe the mantra and communicate it consistently.
From the academic counselor to the professors to whom he spoke to the School of Communication’s materials, the message is consistent and to the point. Had I had my work hat on, I’ll bet I could have stopped anyone involved in the Film and Media Arts department and heard the theme (or a tight variation on it).
Tyler wears his heart on his sleeve…and his eyes don’t lie, and both his mother and I knew the moment he made his decision. It was when he heard “Media That Matters.” He wants to make a difference. He wants to make documentaries and touch people’s lives. His path could change over the next four years, but I kinda doubt it. The medium could change — film, Internet, or something else — but the direction and passion won’t.
As good as the tagline is, American backs it up with strong supporting messages…a great story, if you will. Where better than Washington if you want to get involved in effecting change? If you’re interested in documentaries and environmental film, we have Centers devoted to those disciplines and we work closely with National Geographic, Discovery, the Smithsonian, and so on. We have professors who work in the business and are looking for passionate students looking for experience. You get the idea.
Media That Matters. Three words that resonate with a kid like Tyler. Three words that tell a story. That ignite passion. That change lives.
What’s the tagline for your business or your job search? Is it simple enough? Does it tell your target audience who you are and what you do? Do you support it with all your other marketing materials, from your resume or company fact sheet and collateral to your LinkedIn profile? And perhaps most important, does your tagline tell the person who’s reading it how you’re going to “scratch their itch” (i.e., solve their problem or address their needs)?
If it doesn’t, it won’t matter how terrific you actually are. You just may finish second to someone who gets it right.