Building a Tagline for Your Social Enterprise



by Ann Abbott


In last week's "Spanish & Entrepreneurship" class, we began to talk about branding.  After looking at the website for Homeboys Industries, we talked about the use of logos, taglines, colors and fonts.  This week we'll continue talking about branding, specifically about clients' experience around your brand. (The book I use for the course, Enterprising Nonprofits, talks about branding on pages 239-244)

Students had to create a tagline for the organization where they do their community service learning.  The first versions were somewhat generic. The tagline for an after-school program for high-risk students, many of whom are Spanish-speakers who recently immigrated to the United States should not be a tag-line about education in general. That tagline could work for any school or any after-school program.  Build your tagline around what is unique about your organization, I told students.  There were some real gems among their second versions.


BOOKER T. WASHINGTON:
Educándolos en su idioma para un futuro brillante.

SOAR:
S.O.A.R. hacia tus sueños.
Empieza tu futuro con la tarea. (SOAR)
Después de la escuela, siempre estamos aprendiendo.
Desarrollando conocimientos a través de amistad.

NUESTRA VOZ:
Mejorando la red de comunicación.

ECIRMAC:
Tu portal a los Estados Unidos.
Somos tu segunda familia.

CENTRAL HIGH SCHOOL:
Entender a otros es Central para el éxito.
La buena actitud hace la diferencia.

LEAL:
Donde los niños de la comunidad se juntan y aprenden.

Comments

Post a Comment

Popular posts from this blog

Vocabulary for Parent-Teacher Conferences

Image
I'm very happy that so many students responded to our community partner's need for help. Our students' language skills will help Central High School's Latino parents better communicate with the teachers during the parent-teacher conferences next week. Central's secretary will contact the students directly to schedule times with them. Here is some vocabulary help for students. Materias. School subjects are "materias" NOT "sujetos." You should remember subjects from your intro Spanish courses, but here are some reminders: historia, matemáticas, inglés, física, química, biología, educación física, etc. General vocabulary. Notas = grades; aprobar = to pass; suspender = to fail; conducta, comportamiento = behavior. Topics. Ms. Citraro offers the following advice: "The topics and vocabulary that would come up are about the subjects at school. For example: no ha entregado las tareas tiene que tomar el examen otra vez habla mucho en clase falta muc...
Read more

How to Correctly File Hispanic Names

Image
I know that community-based learning students don't like it when they are asked to file during their time in the community. However, their learning goals are to improve their Spanish and knowledge of Latino cultures. Filing information on clients with Hispanic names helps them with both. And imagine the impact of mis-filing for the organizations where our students work and and their clients. That's why I was unhappy to learn that many SPAN 232 students did not do well on their exam section asking them to put some Hispanic names in alphabetical order. I can imagine that some students feel that putting names into alphabetical order isn't important. It is! It is especially important in the organizations where they work because they are dealing with clients who may not have "accommodated" to the American system of using only one last name. And it is especially important for clients whose papers are so important for their legal status, medical information and oth...
Read more

Interview with Jessica Horn of ACCIÓN Chicago

Image
By Carolyn Kloecker , Span 232 student This past week I completed an assignment for my Business Communications class (SPCM 211) which was to interview someone in a field that I am interested in working for in the future. I asked her many questions about the organization, and lots of information can be found on their website www.accionchicago.org . This organization is a Community Partner with Spanish & Illinois, and has an extensive connection with the Spanish-speaking community in the Chicagoland area. Here are a few of the questions and answers from Jessica: Is ACCIÓN a fairly new organization? How did it begin? ACCIÓN Chicago started in 1994, but the parent organization, ACCIÓN was started in 1961. It is the largest micro-lending organization, and it began in Venezuela, and took root in the U.S. in 1991. How do loan officers communicate with clients? Mostly by phone, as people call in to the office to get a loan for their small business. The website is also a main form o...
Read more