You've probably seen a lot of end-product creative solutions. But how often do you get an inside look at the deeper thinking that brings those ideas to life? This case study walks through the multi-step process of developing a dynamic employment brand value proposition that is Ownable, Differentiating, and Actionable.
Structure
Start with the raw materials; the facts, figures, insights and truths about an organization that tell its unique story. Once you know how to mine, organize and understand those, you're empowered to develop ideas that differentiate, and emotionally connect with your audience.
Proposed EVP
This is the mold; specific, focused buckets into which those raw materials get poured, and must fit genuinely if they are to ring true. The Rallying Cry is a guiding principle supported by co-equal, co-dependent pillars of messaging truth.
Sample Pillar Writeup
This isn't where the thinking stops, but it IS where the writing begins. Now that we know our paths of truth, the challenge becomes articulating it in ways that begin to build a narrative. Here, color-coding helps draw a map between a company's internal Values (left) and how you express them in external-facing stories that resonate with your audience (right).
Creative Articulation
This is what comes off the other end of the assembly line; fully-fleshed out creative, forged from pure raw materials and crafted to deliver real impact and results. Research and insight give way to copy and design, each honoring and reflecting the truth at the heart of the brand.
Trade Ad
Integrated Campaign
Sample Copy:
"Can-do" people can do amazing things.
Imagine working where your talent has the potential to help people overcome their greatest challenges and also build their dreams. That's real impact. This is your opportunity. Build what matters.
