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New tagline selected

9/24/2002
September 24, 2002

J. C. Penney says, “It's all inside.” Sears asks “Where else?” and Kodak urges us to “Share the moment. Share life.”

They're all examples of what marketing professionals call taglines, and Austin Peay State University recently announced a tagline of its own.

After numerous creative brainstorming sessions and a thorough review of input from groups across campus, Austin Peay's Office of Public Relations and Marketing chose “Way to go” as the University's new tagline (also called a slogan).

“We chose this phrase because it's versatile, and it has energy,” said Debbie Denton, marketing manager.

“A lot of college slogans are just so heavy,” she said. “They're weighed down with words like tradition, excellence, quality. And while the school may have those attributes—that's certainly true of Austin Peay—in a tagline the words just lie there. They've got no get-up-and-zing!”

Members of the creative team also liked the tagline's double meaning. “It has more than one interpretation,” said Dennie Burke, executive director of public relations and marketing. “Taken literally, it can mean ‘You're headed in the right direction,' or it can be a high-five—‘Way to go!'

Denton said Austin Peay's prospective students, which range from high schoolers to adults, were a major consideration. “We wanted something that was cool enough teens could relate to it, but not so edgy it put adults off. ‘Way to go' fits that description.”

APSU also needed something that would work in marketing efforts for the main campus as well as the Fort Campbell campus. “You can see why it took us months to come up with a tagline,” Denton said. “We had a lot of factors to consider!”

On Friday, Sept. 20, APSU faculty and staff received a card announcing the tagline. Enclosed in the card was a balloon bearing the University logo and the newly chosen phrase.

The card, which explained the rationale behind the choice, also said, “Like this balloon, Austin Peay—with your help—is ready to fly high, to reach even greater heights. For your hard work on behalf of APSU and our students, thank you—and Way to go!”