uncovering your unique value proposition - obesity treatment conference

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

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