10 Campaign-Launching Taglines.

Good taglines don’t tag. They lead. They’re the engines of brand stories, not the cabooses. Here are 10 recent company taglines written by me, and brought to life by some great agencies and designers. Cool campaigns ensued.

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"Take the Parkside Path." That’s the tagline I wrote for Parkside Financial Bank and Trust of Clayton, Missouri. Agency: Studio X.

"Have a Grain Day." That’s the tagline I wrote for Hodgson Mill, makers of whole grain pastas and cereals, in grocery stores nationally.

"Care. Right. Now." That’s the tagline I wrote for Nurse Response, the 24/7 health hotline service, a division of Centene Corporation.

"Not a Bank. Better." That’s the tagline I wrote for CEFCU Credit Union in Peoria, Illinois. Agency: Maring Weissman

"Closer to Your Heart." That’s the tagline I wrote for SSM Heart Institute of St. Louis, Missouri. Agency: Maring Weissman 

"Worry Less." That’s the tagline I wrote for St. Andrew’s Resources for Seniors, University City, Missouri. Agency: Chuck Hart Design.

"The Omni Difference." That’s the tagline I wrote for Omni Health Clubs in Georgia. Agency: Spoke Marketing.

"This is Care." That’s the tagline I wrote for Central Baptist Hospital of Lexington, Kentucky. See the integrated marketing campaign to which this tagline gave theme and alignment. Agency: Maring Weissman.

"Lift Your Spirit." That’s the tagline I wrote for the Villa Theresa senior living community in O’Fallon, Missouri. Agency: Chuck Hart Design.

"Savings. Solved." That’s the tagline I wrote for St. Louis Energy Solutions. Agency: EyesOnLIne Marketing.

"Smart Move." That’s the tagline I wrote for Cynthia Behr Real Estate Services. Designer: Chuck Hart Design.

Are you ready for a new tagline that really summarizes your brand story? Call me. I’ll walk you and your team through a fun but deliberate process that will get you to a killer tagline. And the untold riches it will bring. (What now? Walt Now. Call Walt Jaschek at 314-479-1966 or email walt@waltnow.com.)

taglines campaigns ideation

I’m social…
…IRL, first of all. I mean, here I am hanging with the Easter Bunny and drinking Kaldi’s at Schnucks. But you can also connect with me on:
LinkedIn, where I’m writing and publishing new posts with increased frequency.  (Are we linked? Let’s do it.)
YouTube, with a channel for radio and TV spots I’ve written. Some pundits say YouTube is the most social site of all. Oh, pundits!
Twitter. My tweets @WaltNow are mostly about branding, marketing and copywriting, but I’m not above a random snark.
Facebook caveat: I post infrequently, and when I do, it’s usually pictures of sunsets. Yeah, I’m that guy.  (But for brands, I write entire Facebook fan sites, high-CTR Facebook ads, Facebook boosted posts, etc.)
Google Plus, because we have to be, but I haven’t quite cracked the nut for my personal brand. For other, real “brand brands,” you bet.
Instagram. Mostly nature shots captured with iPhone. When you write all day, it’s good to switch it up.
About.me page. Almost forgot it was there.
For clients and agencies, I create and maintain entire social media campaigns in the brand “voice.” I keep up with the eco-system, as much as any sentient being can.
Call me at 314-479-1966, or send an email to walt@waltnow.com.

I’m social…

…IRL, first of all. I mean, here I am hanging with the Easter Bunny and drinking Kaldi’s at Schnucks. But you can also connect with me on:

LinkedIn, where I’m writing and publishing new posts with increased frequency.  (Are we linked? Let’s do it.)

YouTube, with a channel for radio and TV spots I’ve written. Some pundits say YouTube is the most social site of all. Oh, pundits!

Twitter. My tweets @WaltNow are mostly about branding, marketing and copywriting, but I’m not above a random snark.

Facebook caveat: I post infrequently, and when I do, it’s usually pictures of sunsets. Yeah, I’m that guy.  (But for brands, I write entire Facebook fan sites, high-CTR Facebook ads, Facebook boosted posts, etc.)

Google Plus, because we have to be, but I haven’t quite cracked the nut for my personal brand. For other, real “brand brands,” you bet.

Instagram. Mostly nature shots captured with iPhone. When you write all day, it’s good to switch it up.

About.me page. Almost forgot it was there.

For clients and agencies, I create and maintain entire social media campaigns in the brand “voice.” I keep up with the eco-system, as much as any sentient being can.

Call me at 314-479-1966, or send an email to walt@waltnow.com.

contact walt jaschek social media

Brainstorm with Walt to the Bank.
Before you make that zillion dollars, you need the Large Idea. Hand the whiteboard markers over to Walt Jaschek, and he will use his “Prospect-Based Messaging" techniques guide you and your team through a brainstorm or message session to get you to a brand name, a a brand story, a core brand message, a tagline, a unifying campaign concept, a fantastic series of headlines, funny scripts, in short, a “way in” to that zillion dollars.
Recently Walt has led in-depth ideation sessions for Centene Corporation, Nurse Response, World Wide Wadio, Dovetail, 2e Creative, Spoke Marketing, MGM Management Group, Parkside Financial Bank and Trust, the Gateway Interactive Marketing Association, RBO Print Logistix, and for students at Webster University’s George Herbert Walker School of Business. He has participated in them for CBS-TV, 20th Century Fox, Grey Goose Vodka, Dewar’s Scotch, SSM Health Care, Hodgson Mill and many, many world-class brands.
He’s ready at the whiteboard to map out a creative solution to your marketing and branding challenges.
Oh, sure, he might sniff the markers a little.
But that’s part of the fun.
Call Walt at 314-479-1966 or email walt@waltnow.com.

Brainstorm with Walt to the Bank.

Before you make that zillion dollars, you need the Large Idea. Hand the whiteboard markers over to Walt Jaschek, and he will use his “Prospect-Based Messaging" techniques guide you and your team through a brainstorm or message session to get you to a brand name, a a brand story, a core brand message, a tagline, a unifying campaign concept, a fantastic series of headlines, funny scripts, in short, a “way in” to that zillion dollars.

Recently Walt has led in-depth ideation sessions for Centene Corporation, Nurse Response, World Wide Wadio, Dovetail, 2e Creative, Spoke Marketing, MGM Management Group, Parkside Financial Bank and Trust, the Gateway Interactive Marketing Association, RBO Print Logistix, and for students at Webster University’s George Herbert Walker School of Business. He has participated in them for CBS-TV, 20th Century Fox, Grey Goose Vodka, Dewar’s Scotch, SSM Health Care, Hodgson Mill and many, many world-class brands.

He’s ready at the whiteboard to map out a creative solution to your marketing and branding challenges.

Oh, sure, he might sniff the markers a little.

But that’s part of the fun.

Call Walt at 314-479-1966 or email walt@waltnow.com.

ideation

Laclede Gas Radio Spot

Laclede Gas DollarHelp Radio Campaign
Title: ­­­­­­­“BACK TO LIFE”
Writer/Producer: Walt Jaschek
Producer for Laclede Group: Christine Johnson
Audio Production: Mike Radentz, Antidote

I was honored to have been asked to write and produce the 2014 radio campaign for the commendable DollarHelp program of Laclede Gas. This spot, filled with evocative sound fx, tells the story of a house coming back to life again — and with it, the family it holds.

Script

ANNOUNCER: Listen to a cold house.

SFX: A quiet interior. A ticking clock; the wind from outside.

ANNOUNCER: Now listen to the furnace fire up again.

SFX: The“whoosh” of a furnace starting

ANNOUNCER: Hot water heat again.

SFX: Water blasting from a shower

ANNOUNCER: Oven burners cook again.

SFX: The click of stove knobs and the mini-whoosh of gas burners

ANNOUNCER: In other words… a family’s life back again.

MOM (Yells): Kids, wash up for dinner!

SFX: Many little hands under a bathroom faucet; kids laughing

ANNOUNCER: You made it possible. By checking the red DollarHelp box on your Laclede Gas bill. Or at DollarHelp.org. Your extra dollar helps St. Louis neighbors in need keep the heat on this Winter. Every dollar helps… something like this again.

MOM (tenderly, to child): Honey, you can take your coat off now.

SFX: Coat unzipping as…

TENDER MUSIC RISES UP AND UNDER

ANNOUNCER: Share the warmth. Check the red box. Together we can make a difference. Laclede Gas. The United Way. And you.

MUSIC FINISH AND OUT

© 2014 WaltNow

radio psa heartwarming

"Savings. Solved."

That’s the tagline I wrote for St. Louis Energy Solutions, a line that also served as the unifying theme for the new website, which I also wrote. Creative direction and site design by the amazing Ramona Kristman of eyezOnline Marketing.

St. Louis Energy Solutions, run by Candy and Tim Branham, is an outstanding resource for customized solutions in photovoltaic solar, energy-efficient lighting, and on-demand controls for business — and the savings that result from all.

Here’s the value prop I wrote for the home page:

Based in Saint Louis. Based in solutions. Saint Louis Energy Solutions is an energy efficiency consultancy helping companies save money and the environment. We assess your needs. Identify incentives. Estimate ROI. Serve as a reliable resource for equipment and installation. And navigate you through the entire process. It starts with a small amount of your energy: Request your free energy savings assessment.

(Always a call to action!)

Which reminds me:

Need a website created from concept through completion? Contact Walt Now! 314-479-1966. walt@waltnow.com

:-)

taglines web

COMEDY CLUB: Laugh Catalog

"George Schlatters Comedy Club," a TV show featuring stand-up comedy, was about to go into national syndication. Paul and I created this commercial promoting the sure-thing benefit: laughing out loud. This was a Clio Award winner for "Best Use of Sound."

Radio Commercial Script: “Laugh Catalog” for George Schlatter’s Comedy Club

MUSIC: Dignified piano, under

PROFESSOR: Number Seventeen. The Chuckle.

SFX: A MAN CHUCKLING PROFESSOR: Number Twenty-Two. The Giggle.

SFX: A WOMAN GIGGLING PROFESSOR: Number Forty-Nine. The Chortle.

SFX: A WOMAN CHORTLING

PROFESSOR. Number Fifty-Six. The Snort.

SFX: A WOMAN SNORTING

PROFESSOR: Number Sixty-One. The Nasal Burst.

SFX: A MAN NASAL BURSTING PROFESSOR: Number Sixty-Two. The Sputtering Burst.

SFX: A MAN SPUTTERING THEN NASAL BURSTING PROFESSOR: Number Seventy-Four. The Cackle.

SFX: A WOMAN CACKLING ANNOUNCER: The proceeding laughter was brought to you by George Schlatter’s Comedy Club, the new TV show featuring the freshest faces in stand-up comedy.

PROFESSOR: Number One Hundred and Seventeen. The Guffaw.

SFX: A MAN GUFFAWING PROFESSOR: Number One Hundred and Seventeen “A.” The Guffaw with Wheeze.

SFX: A MAN GUFFAWING, THEN WHEEZING, UNDER

ANNOUNCER: George Schlatter’s Comedy Club. From the creator of Laugh-In.

SFX: GUFFAWING CONTINUES AND FADES OUT WITH MUSIC

Writer: Walt Jaschek | Producer: Paul Fey | Engineer: Bill Schulenburg | © Paul & Walt Worldwide

radio funny entertainment

"Have a Grain Day!" That’s the new tagline I wrote for Hodgson Mill, makers of delicious, whole grain cereals, baking mixes and pastas, available in grocery stores everywhere.

The line serves as the theme of the new Hodgson Mill website — I wrote all 45+ pages of it — and as the tone-setting idea for an integrated brand story expressed from package to shelf to trade show to banner ads to Facebook posts to recipe blog to… you get it.

Kudos to Creative Director Perry Probst, Sales and Marketing VP Ray Martin and owner/visionary Bob Goldstein at Hodgson Mill; PR specialist Julie Gustafson; media pro Judith Kaplan; and ace marketing consulting Tom Tipton, who brought us — and the campaign — together.

Now get out there and get some great-tasting, energy-boosting Hodgson Mill whole grain products

Hodgson Mill says, “Have a grain day!” And so do I.

taglines campaigns web food

STAR TREK: “I’m Shaving My Head” TV Commercial

Funny TV commercial for “Star Trek: the Next Generation,” featuring Patrick Stewart as Jean-Luc Picard, the bald, bold head of the starship Enterprise. Client: WCIX-TV, Miami, which also produced. Agency producer: Paul Fey, Paul & Walt Worldwide.

See funny comments about this spot on You Tube.

tv funny entertainment

SSM HEALTH CARE: “See the Future” TV Commercial

"Best TV Campaign" in the 2011 Missouri Association for Healthcare Marketing went to Dovetail’s series for SSM. I wrote two of the three spots in the campaign, including this one, “See the Future,” about advancements in breast cancer detection. 

I also wrote another spot in the award-winning campaign, "Nine New Knees."  This one has some of the most adorable 87-year-olds you’ve seen in a regional healthcare spot in weeks.

Links to both take you to the SSM website; glad they’re proud to keep the spots online. Feel free to come back after you’ve watched.

Creative Director: Paul Maring. Producer: Tom Barry, SSM. Director: Mike Sneeden. Production: Arbor Group.

tv healthcare technology web video

CEFCU CREDIT UNION: “Wedding Vows” TV Commercial

I wrote “Wedding Vows” for agency Maring Weissman and its client, CEFCU Credit Union. In it, a young couple get absurdly emotional about car loans, while an incredulous uncle can’t quite believe what he’s hearing. Creative Director: Paul Maring Production: Arbor Group. Director: Mike Sneeden.

TV Script: CEFCU “Wedding Vows”




A 20something bride and groom at altar exchanging vows in front of a crowd of guests.



BRIDE (so sincerely): Brad, I knew you were the guy for me when you said we should get our car loan from CEFCU.

In the pews, a funny uncle furrows his brow in confusion: did the bride really say that? Yes, she did, and she continues.



BRIDE: You said CEFCU had the best deals, the best rates, and you were right. You said we could trust CEFCU the most, and you were right. I said, “this is the guy for me,” and I was right!



The bride and groom share a look of pure love. A bridesmaid chokes up with emotion. But in the pews, the funny uncle, unmoved, leans over to his wife.



FUNNY UNCLE (a little too loudly): They should never let them write their own vows.



WIFE: Shhhh!



The funny uncle, reprimanded, slinks in the pew sheepishly.

Cut to: CEFCU logo and tagline. “Not a Bank. Better.”

P.S. I also wrote that tagline.

tv funny finance

SSM MEDICAL GROUP: motion graphic TV commercials

It’s a challenge writing 15-second TV spots, in this case for agency Dovetail and its client, the SSM Medical Group. Our new three-spot campaign of :15s is currently running on St. Louis TV. Mission: introduce a new medical group, its benefits, and its URL. That’s simple enough. Did we do it? You can see all three spots on the SSM Medical Group page.

Creative director: Paul Maring, Dovetail. Executive producer: Tom Barry, SSM. Original music: Sandy Smith, Smith Lee. (We asked Sandy for music warm and human, since there are no people featured in the spots. We specifically asked for hand-clapping, whistling. She delivered, big time! Watch and whistle…)

tv healthcare online video

"What Would Winona Want?" Here’s the guest post I wrote earlier this year for the American Marketing Association on the importance of “bringing the prospect into the room” in our ideation sessions. 
Pssst! Someone is missing from our marketing meetings. 
Not Marissa. She’s really busy this week; start without her.

Not Mike. He’s under his headphones; let him be.

The missing person is our prospect.

Prospect, singular, not prospects, plural, or (ugh) target audience. F. Scott Fitzgerald said, “Begin with an individual and you find that you have created a type; begin with a type and you find that you have created - nothing.”

So! An individual! A person, with pain, aspirations, suspicions and hope, someone who could be any age, race or gender, but let’s call “her” “Winona,” because using a real name begins a real conversation, and that name invokes Winona Ryder, who, let’s face it, still has it. 

While we’re at it, let’s punch the pretense out of “ideation sessions” and call them “brainstorms.”

Winona should attend these brainstorms - not physically, fun as that would be - but virtually. One proven tool is research, quantitative and qualitative. (A creative guy who loves research? Call Ripley!) If there’s no time or budget - too often the case - then Winona’s voice can be represented via a scientific innovation I call “best guess.”

For example:

• When leading brainstorms, I push a process that allows the group to “channel” Winona, to “hear” what she has to say before and afterbeing exposed to proposed messaging. It’s like a conference-room-sized Ouija board, and, weirdly, it works. 

• When participating in brainstorms, I turn over hard copies of creative briefs (old joke: they’re neither), sketch a cartoon face, and ask, “What would she say?” I’m thinking Winona. But it could be Woodrow. Or Wanda. Or Wang.

By running our ideas by them, even hypothetically, we make our messages more relevent, more authentic, and, praise Odin, less complex.

Not quite buying that? Then listen to other Real Authors, and something you can buy — a great book, Simple: Conquering the Crisis of Complexity,  by Alan Siegel and Irene Etzkorn. It’s gold throughout, but here’s the money quote:


“Complexity is a coward’s way out. There is nothing simple about simplicity, and achieving it requires empathizing (by perceiving others’ needs and expectations), distilling (by reducing to its essence the substance of one’s offer) and clarifying (by making the offer easier to understand and use).” 


Hmmm. That’s a lot of parentheses for a paragraph about simplicity. But by emphasizing empathy, the authors empower. 

Our job as marketers, I believe, is not to make our product or service understandable. It’s to make our prospect feel understood.

Or, to reduce fractions further, it’s not about what we want to say. It’s about what Winona needs to hear.

I have more to say (irony intended) about this subject, some of which would make me look OH, so insightful, but I sense you might have something better to do right now than spend more time on this page.

So instead:  I’ll shut up.

See? That’s empathy!

 To engage Walt Jaschek for a prospect-focused ideation session (AKA “brainstorm”), call or text 314-479-1966, email walt@waltnow.com, follow @WaltNow, or ask Winona to ask him to call you.

"What Would Winona Want?" Here’s the guest post I wrote earlier this year for the American Marketing Association on the importance of “bringing the prospect into the room” in our ideation sessions. 

Pssst! Someone is missing from our marketing meetings. 

Not Marissa. She’s really busy this week; start without her.

Not Mike. He’s under his headphones; let him be.

The missing person is our prospect.

Prospect, singular, not prospects, plural, or (ugh) target audience. F. Scott Fitzgerald said, “Begin with an individual and you find that you have created a type; begin with a type and you find that you have created - nothing.”

So! An individual! A person, with pain, aspirations, suspicions and hope, someone who could be any age, race or gender, but let’s call “her” “Winona,” because using a real name begins a real conversation, and that name invokes Winona Ryder, who, let’s face it, still has it

While we’re at it, let’s punch the pretense out of “ideation sessions” and call them “brainstorms.”

Winona should attend these brainstorms - not physically, fun as that would be - but virtually. One proven tool is research, quantitative and qualitative. (A creative guy who loves research? Call Ripley!) If there’s no time or budget - too often the case - then Winona’s voice can be represented via a scientific innovation I call “best guess.”

For example:

• When leading brainstorms, I push a process that allows the group to “channel” Winona, to “hear” what she has to say before and afterbeing exposed to proposed messaging. It’s like a conference-room-sized Ouija board, and, weirdly, it works. 

• When participating in brainstorms, I turn over hard copies of creative briefs (old joke: they’re neither), sketch a cartoon face, and ask, “What would she say?” I’m thinking Winona. But it could be Woodrow. Or Wanda. Or Wang.

By running our ideas by them, even hypothetically, we make our messages more relevent, more authentic, and, praise Odin, less complex.

Not quite buying that? Then listen to other Real Authors, and something you can buy — a great book, Simple: Conquering the Crisis of Complexity,  by Alan Siegel and Irene Etzkorn. It’s gold throughout, but here’s the money quote:

“Complexity is a coward’s way out. There is nothing simple about simplicity, and achieving it requires empathizing (by perceiving others’ needs and expectations), distilling (by reducing to its essence the substance of one’s offer) and clarifying (by making the offer easier to understand and use).” 

Hmmm. That’s a lot of parentheses for a paragraph about simplicity. But by emphasizing empathy, the authors empower. 

Our job as marketers, I believe, is not to make our product or service understandable. It’s to make our prospect feel understood.

Or, to reduce fractions further, it’s not about what we want to say. It’s about what Winona needs to hear.

I have more to say (irony intended) about this subject, some of which would make me look OH, so insightful, but I sense you might have something better to do right now than spend more time on this page.

So instead:  I’ll shut up.

See? That’s empathy!

 To engage Walt Jaschek for a prospect-focused ideation session (AKA “brainstorm”), call or text 314-479-1966, email walt@waltnow.com, follow @WaltNow, or ask Winona to ask him to call you.

ideation articles

CENTRAL BAPTIST HOSPITAL: “Heart Walk” TV PSA

Even if you’re tasked with doing a  PSA with no budget, resist the effort to phone it in. There must be something you can do. I’ve always been partial to this little spot, the simple heart graphic animation, and the sound effect I chose (the slide whistle) as it grows. 

Agency: Maring Weissman. Creative Director: Paul Maring. Audio: Mike Radentz

tv healthcare psa