"Taglines" are the slogans that copywriters and marketers devise to make a brand more memorable. New contributor Sarah Williams, founder of the copywriting company Wordsmith, sheds some light on what makes a winning tagline.

Here's the latest case study of real-life copywriting in action graciously sent to us by Sarah Williams, the head of Wordsmith in England. Thanks, Sarah! (Check out our interview with her here.)

The project:
Bizlinx International, a business networking organization (though, for reasons that you'll learn below, business networking is really not the term I should use here) was looking to re-brand and re-position itself after four or five years of successful trading in Australia and New Zealand. (They also have a small presence in the UK.) Wordsmith was appointed to write all the new material for web and print, as well as re-write and re-brand all the existing material. We were also tasked to project manage the whole undertaking, liaising with branding specialists, designers and web developers to deliver a finished product to the client.

Here's the latest case study of real-life copywriting in action graciously sent to us by Sarah Williams, the head of Wordsmith in England. Thanks, Sarah! (Check out our interview with her here.)

The project:
Oxford University is renowned throughout the world for the quality of its education and the beauty of its buildings. Less well known, however, is that each of the colleges of the university is its own independent organization, with an obligation, where possible, to raise revenue for the college. This is often done by hiring out the college facilities for conferences, seminars and other functions when the students don't need them -- evenings, vacations, weekends.