This is a continuation from the previous article where I described how we developed a new tag line for Family, Career and Community Leaders of America (FCCLA). It was formerly Future Homemakers of America and over 60 years they evolved to include boys as well as girls, and these students were involved in a wide range of community activities. Now they needed a tag line to explain exactly how FCCLA was different from other youth organizations.

The previous article described the process of counting points, and we included both teachers/advisers and students in the process. Since it is a student-driven organization, the teachers/advisers felt that students should take the lead. For example, teachers and advisers liked the term “future leaders” but students did not like it because they felt they are leaders now. Consider some of the most popular words and how they scored.

The Word        Teachers/Advisers       Students

Potential          320 points                     65 points

Leadership      130 points                   105 points

Build                 30 points                     75 points

Because the word “leadership” tested well in both groups, its inclusion in the final tag line is no surprise. The clear tag line winner was “The Ultimate Leadership Experience” for students, teachers, and advisers, and the FCCLA Board of Directors approved it very quickly. This tag line sets FCCLA apart from other youth organizations, conveys boldness, and enhances the organization’s efforts to create a new future. For more info see www.AllegianceResearch.com or e-mail AllegianceResearch@gmail.com