We want our highly educated target market/audience to grasp, in a glimpse – our dependability, value, intelligence, professionalism and technical know-how. We want them to get a message that strikes a balance between our creative, dynamic and innovative approach and the respect we have for the serious work (whether scientific, social or artistic) and ROI expectations of our clientele.
Because we are educators, we know the value of humor in education, but we must first convince the Deans, Provosts and VPs who at the top of our market's food chain that we have the attitudes and experience to guide their assistant profs and program officers to greater success.
They will already likely be aware of the (tiny) science joke in our name.
For additional understanding of our pedagogic approach, See this page from the Harvard Business School on Appreciative Inquiry @ http://hbswk.hbs.edu/archive/3684.html.