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STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
uncoveringyour uniquevalueproposition
Goals & ValuesStrategic PlanningCustomer Experience
MessagingMediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CLIENT EXPERIENCE
MESSAGING
THE FIRST ORDER OF BUSINESS
WHY ARE VALUES SO IMPORTANT?
VALUES DETERMINE THE VALUE OF A BRAND
WHOAREYOU?
WHOAREYOU?
Values that are deeply entrenched in your character Habits from when you were a kid Understand/Deconstruct Market yourself to people who have an intuitive connection to you.
WHOAREYOU?
You have these tools built in you ...
… and you have since you were born.
We buy what we buy because our choices remind us - and tell the world around us - who we are.
WHOAREYOU?
We’re talking about who you are to your customers.
WHOAREYOU?
We’re talking about Brand Essence.
WHOAREYOU?
This brand essence is then transmitted through every contact (touch) point with the customer: i.e. advertising, merchandising, décor, staffing and policies.
WHOAREYOU?
Strong brands purposefully choose them to align directly with their core values.
Touch Points:
WARM-UP EXERCISE TOUCHPOINTS
LIST EVERY TOUCH POINT IN YOUR CUSTOMER
EXPERIENCE
Are you willing to repel three prospects to gain one for life?
WHOAREYOU?
THE PRICE:
WHOAREYOU?
WHOAREYOU?
WHOAREYOU?
WHOAREYOU?
Truett Cathy
“To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with
Chick-fil-A.
“Nearly every moment of every day we have the opportunity to give something to someone else – our time, our love, our resources. I have always found more joy in giving when I did not expect
anything in return.”
CHICK-FIL-A CORPORATE PURPOSE:
CHICK-FIL-A CORPORATE PURPOSE
CHICK-FIL-A STATEMENT OF VALUES
CHICK-FIL-A CREDO
CHICK-FIL-A UNIQUE SELLING PROPOSITION
CHICK-FIL-A UNIQUE VALUE PROPOSITION
CHICK-FIL-A MISSION STATEMENT
WHAT
HOW
WHY
CREATING YOUR U.V.P.
UNIQUE
VALUE
PROPOSITION
WHO WHAT HOW
WHO WHO HOW WHY WHY
WHO we are WHO we serve HOW we serve WHY we serve
WHY you should care
7 EXERCISES TO DEVELOP YOUR
UNIQUE VALUE PROPOSITION
& BRAND DIAMOND
SEVEN FOR YOUR TEAM
EXERCISE #1 THREE WORDS
WHAT THREE WORDS BEST DESCRIBE OUR COMPANY/PRACTICE
EXERCISE #2 FOURTH WORD
THE FOURTH WORD CHALLENGE
EXERCISE #3 FAVORITE CUSTOMER
Who’s your favorite customer or patient? Why? What is it about her or him?
EXERCISE #4 FAVE EMPLOYEE
Go around the table. Tell the rest of your group what it is about your favorite team
member you admire.
Write those values down.
EXERCISE #5 PARTIES / PROJECTS
What are the last three things you celebrated as a team? To what causes do you give, and
how do you give to them? With your time, talent, and/or treasure?
EXERCISE #6 DRIVE-YOU-CRAZIES
NEVER-EVERS List out all the stuff people in education do
that you’d NEVER do… that drives you crazy… that hurts the credibility of the
perception of your profession. Then list what you do differently.
EXERCISE #7 SIMILARS
What companies outside our industry, famous or otherwise, are we like? Why?
ONE FOR YOU
WRITE A LETTER
Write a letter to your favorite teacher. Tell em about what you do, how you help
teachers, and tell ‘em why you get out of bed each morning to go do what you do.
CREATING YOUR U.V.P.
UNIQUE
VALUE
PROPOSITION
WHO WHAT HOW
WHO WHO HOW WHY WHY
WHO we are WHO we serve HOW we serve WHY we serve
WHY you should care
timmilesco.com/tfobesity2
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STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
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