An excellent way to determine what your strengths are is when you create your education resume, cover letter, and LinkedIn profile. Let's look at each of these factors in a bit more detail. The unique selling proposition that guarantees to improve your swing (they all do that, by the way) is the one who gets the business. For some schools, a USP could be able the tangible offerings like; an Olympic size swimming pool, a state of the art performing arts theatre, or the latest technology and virtual reality equipment. prospectuses, should reflect this in their words, pictures, themes and formatting. For a freelance creative, unique selling propositions is a niche game. These very same benefits, however, can turn into liabilities if consumer trends or … If you can succinctly answer these questions, then you’ve found your USP. Parents want to feel confident their child will be happy and cared for, as well as pushed to reach their academic potential; any materials coming out of the school, e.g. FedEx put itself on the map by guaranteeing packages would reach their destinations overnight. Make sure you're focusing on inbound tactics that naturally lead parents to enroll. Factor 1: Unique. Well, we’re emotional beings and as Sinek states, the science behind this framework is the idea that we humans respond best when messages resonate with the parts of our brain that control emotions, behavior and decision-making. Now, let’s take a look at what happens when the Golden Circle framework is applied. Your biggest competitive advantage as a small college or university is you: Your unique selling proposition. The same principle applies to you when you are applying for a new job. Many of the bigger charities offer particular packages to schools about how to get involved; whilst there is nothing wrong with all wearing a red nose once a year, you might also consider befriending a small, local good cause that fits the ethos or style of your school. If you work in marketing or business, you’ve probably heard the term ‘USP’ before. 7 tips for creating a unique selling proposition that helps cut through the competitive clutter to drive sales. For others, it’s the intangible; a creative approach to pedagogy, awards, the hundreds of years of heritage, or the school’s guiding values. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. Your USP might even be a combination of these elements — the point is, your USP is unique to your school, so think about feature or aspects make your school special in the eyes of prospective parents and students. The future is digital and prospective parents are very aware of just how important it is to ensure their children gain an excellent education, especially when it comes to technology. Identifying your schools USP For those who don’t usually move in business circles, this is about your school’s Unique Selling Points – those features or qualities that make your school special, that give it the edge and help it stand out from the crowd of prospectuses and websites. Your unique selling proposition only works when you’re addressing some demand. Put The Customer First. Everyone in the school needs to share an understanding and be able to express it. Let’s take a look at Sinek’s example of the way Apple market their brand using the Golden Circle framework. If its founding history isn’t striking perhaps it has undergone significant development or plans are underway. Creating a unique selling proposition can help set yourself apart from the competition, target specific customer groups and develop a strong brand identity. From social media to blog posts and even website updates, keep your school’s content on track with a school content calendar. Another way to think about it as an elevator pitch: it’s the one sentence that clearly defines your school, your values, and your purpose. Learn more in this post. As educators you are likely to despise the false use of ‘unique’ to mean ‘rare’ or ‘unusual’ but, let’s face it, businesses are much less likely than schools to let a little incorrect use of English stand in their way and, thus, this phrase has taken seat in our promotional and marketing vernacular. Identify a "pain point" in your industry. Creating a Unique Selling Proposition that Works. Online advertising's traditional unique selling point is the ability to click through from an advert directly onto a brand's site. The report, commissioned by Qlik, draws on a global survey of 550 senior sales executives, desk research and interviews with experts to examine the way in which companies manage the sales process and whether the use of technology makes them more effective at selling. If you haven’t already checked out his TEDTalk, I highly recommend taking a look. Unique selling points: Separating sales leaders from the pack is a report from The Economist Intelligence Unit. One of the first things that you notice about Saddleback Leather’s site is their … How do you go about identifying your school’s unique selling point (USP)? The Disadvantages of Unique Selling Proposition. If you work in marketing or business, you’ve probably heard the term ‘USP’ before. Being unique is an important marketing strategy, but beware of being unique for its own sake. Excellent quality professional photographs will help emphasise its appeal. It needs to be unique. Defining your school's USP allows you to stand out from your competition and capture your audience's attention. Learn how to get yours right. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your site. Why do parents choose to enroll their children at your school? A USP is the main positive point which a product or a service has to offer to its customers, which is valuable, unique and which no other brand offers. Rosser Reeves was the author of the phrase unique selling proposition, or USP, which is a unique message about your business versus the competition. In this post, we’ll take a closer look at why a USP is so important, the steps you can take to define your school’s USP, and provide some inspiration with some examples of school’s who have nailed theirs. This is, of course, the entire point of a unique selling proposition. A USP may include words such as the "lowest cost," "the highest quality," or "the first-ever," which indicates to customers what your product or service has that your competitors do not. Being the only business who sells waterskis in the desert makes you unique, but it doesn’t mean there’s a market for your product. If you’re not so familiar with what a USP is, let’s dive into a quick definition from The Entrepreneur.com to get up to speed. Your USP only needs to connect more strongly with your ideal clients, and not so much with others. The adjectives you come up with to describe yourself are the qualities that make you unique. It also offers opportunities for promotion through photographs, quotes, newspaper articles, awards and endorsements. The path to brand differentiation begins with a Positioning Statement. Unique Selling Proposition Definition: A USP is that “ distinct, appealing idea that sets you apart from every other “me too” competitor or alternative solution (including the alternative of doing nothing)”. If you continue to use this site, you consent to our use of cookies. So let’s give them one and find your Unique Selling Point. So, with all of this in mind, let’s walk through the steps to helping your school find its why. Firstly, if you are not entirely sure what the abbreviation USP stands for, here is a great definition: A feature or characteristic of a product, service, etc. Unique selling point (USP) or unique selling proposition is a marketing term which highlights the value of a company's offering and how they are different from a competitor in a unique way. Whilst it’s important that your school does what it says on the tin you need to ensure it says on the tin what it does! U.S.P stands for Unique Perceived Benefit and the meaning is simple - it’s the most powerful, dynamic, unique … Cookies that are necessary for the site to function properly. Makes sense right? Our continuing mission is to break down the barriers of language, culture and We know that deciding which school is the right fit is an important and emotional decision for any parent, which is why considering the Golden Circle when defining your school USP is a great way to ensure that you’re communicating in a way that connects with them on an emotional level. No surprise there. It’s relatively easy to produce generic marketing materials that are well-designed and appealing – and this is important – but much harder to stand out from the crowd, to connect with young and old that are considering your school – and to continue to do that over the years so that your students and parents know they made the right choice. The USP places a product or service as unique and desirable in … A USP could be thought of as “what you have that competitors don’t.” If you work in a more humble environment there may still be aspects of its history and background worth selling: how long has your school been around? Here I provide 4 quick steps on how to identify your unique selling point. Putting pen to paper and devising a digital marketing plan for your school can be daunting, so we’ve put together a simple plan to get you started. In a crowded market, your USP helps you stand out – like a lighthouse on a foggy night. – what was happening around the time it was founded? You are not trying to please everyone. a Rudolf Steiner school. The College is building its reputation for being the ‘tech school’ of Queensland. Let’s take a look at some examples to get you feeling inspired. Working on your marketing strategy? What Is a USP and Why Is It Important to Your School? Parents deciding on a school for their child are advised to find out what the place feels like; this emerges from details of extra-curricular activities, competitions and student-run events or societies. Click on the different category headings to find out more and change our default settings. If you’re not so familiar with what a USP is, let’s dive into a quick definition from The … These are used to track user interaction and detect potential problems. It needs to be desirable. It’s the stuff outside of lessons that builds the community – the shared purpose, belief and pursuits are what demonstrate that students and teachers connect. A well-defined USP should underpin your school’s entire marketing strategy. List the features and benefits that are unique about your product or service. that distinguishes it from others of a similar nature and makes it more appealing. As such, a USP is important as it provides more value for money to consumers who would be swayed towards opting for better goods or services. It stands for Unique Selling Proposition and it’s crucial to your school’s marketing plan. Here’s why so many small colleges are missing their greatest opportunity to hit their admissions goals – and how you can avoid the same mistakes. In seeking the ‘remarkable’, we listen, we investigate, we question, we challenge, we think, we digest, we push, we re-think. Today let’s make this discussion a little more concrete. Obviously parents and students also want to know the curriculum is not narrow or that an arty child won’t be left behind in a engineering specialist school, but the difference between a specialist music school and a specialist sports school should be apparent. Simply, this is the unique idea that your practice or facility occupies (or hopes to occupy) in the mind of the consumer. It is a short statement that succinctly conveys why your reader should purchase. hbspt.cta._relativeUrls=true;hbspt.cta.load(2110355, '7c016c79-a117-4576-97d1-6650f553b8fa', {}); Your school’s digital marketing strategy should start with understanding and effectively communicating your unique selling proposition (USP). When it comes to developing a unique point of difference for your business, it’s impossible to give one-size-fits-all advice. Specialist schools should highlight what their specialism brings, ensuring their status is meaningful in terms of facilities, teaching or school life. Last week we talked about why a unique selling proposition is so important in building a high-traffic website or blog. Simply put, your unique selling proposition is what makes your business different from everyone else in your market. We are school communication & design experts, If you want to find out how Blue Apple Education can help you unearth the remarkable in your school you can call us on, PHPSESSID, gdpr[consent_types], gdpr[allowed_cookies], _ga, _gid, _gat, __cfduid, et_bloom_optin_optin_16_custom_form_imp. launch is your USP (Unique Selling Proposition). As with any marketing concept, it can be easy to get lost in the theory and process of it all. That said, there are certainly some best practices that work across marketplaces and that any business owner can apply to make their unique selling proposition worthwhile. This can be difficult with the level of workload that staff already have, especially given that community activities most often take place at evenings and weekends. We use cookies to offer you a better browsing experience, analyse site traffic, personalise content, and serve targeted advertisements. You can promote this not only through pictures and quotes but through the results of structured mechanisms for feedback and consultation. Smiling children with something to say about their school are the best advertisement for your school community. This is an engaging ppt. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and it becomes what you’re known for. If you want to find out how Blue Apple Education can help you unearth the remarkable in your school you can call us on +44 (0) 330 223 0766 or email us hello@blueappleuk.com. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer. Every small business needs a reason for people to buy from you rather than someone else. A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. Plus I’ve also created a Free Worksheet for you to download and follow along. how to identify your unique selling point. What makes your school stand out from the competition? When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. You needn’t be afraid to include examples of students who have struggled – here’s an opportunity to show what the school offers in terms of support and improvement. Try to take advantage of existing input to local events, connections with local employers, charity activity or contact with other schools/colleges. When a company is determining how to advertise their products to consumers, they focus on its unique selling points (USPs) - the things which make the product different from any other. Below are 10 websites and blogs with phenomenal USPs. The information does not usually directly identify you, but it can give you a more personalized web experience. Looks at what Unique selling point is with various examples and mini task. Read here about how we use cookies and how you can control them by clicking "Privacy Preferences". The USP is a marketing concept that was first proposed as a theory to understand a pattern in successful advertising campaigns in the early 1940s. Do a Google search and … Your design company will be able to provide copywriting, if you require it, with an understanding of the educational context and without making it sound as if you are selling furniture or cornflakes. by Brad Sugars. Unique Selling Points - What makes EF stand out from the crowd The world leader in international education Since 1965, EF has helped people of all ages and nationalities become citizens of the world. Without a USP, your product will fade into the shadows, struggle to complete and leave an everlasting impression in the minds of your customer base. Cookies themselves contain no personally identifiable information. You could ask your design company about potential input from external professionals to work on establishing a school vision, mission, values and desired outcomes. As long as your ideal clients really care about it, you might consider anything as your USP. The great thing about defining your school USP is that you can really think outside the box. After winning gold for  Australia’s Best School - Use of Technology award at the 2018 Australian Education Awards, Ormiston College has cleverly leveraged this accolade into their school USP. Want to learn more? It needs to be short enough to fit into a single sentence. It’s what sets your business apart from others because of what your business makes a stand about . USPs should be genuine rather than created to make you look good – a school needs to do what it says on the shiny, sparkling tin! In particular, you might think about building a long-term relationship with a local trader or charity; annually set events (such as a fundraising concert) help create a sense of involvement, caring and thinking beyond the classroom. Some common applications are to target advertising based on what's relevant to a user, to improve reporting on campaign performance, and to avoid showing ads the user has already seen. Whether your establishment is reminiscent of Hogworts or Grand Designs, a good place to start looking for USPs is the building itself and its surroundings. If we have any Simon Sinek fans in the house, you’ve probably heard him talk about finding your ‘why’ through his framework the Golden Circle. The secret to a great USP is to consider things from your customer’s point … Developing your community profile isn’t just about inviting people to come and do something in your school, it’s about getting out into the community and taking part in local events. If these don’t exist then start to build them; see your school as part of something bigger in your locality. Some of the most successful businesses in the world have made their mark by articulating their unique capabilities. OK, maybe … It needs to be clear and specific. A Unique Selling Proposition is the link between your book, your reader, and the market. Let’s imagine that Apple’s USP started with their what rather than their why — it would look something like this: While factually true, this statement doesn’t really do a great job of inspiring consumers or educating us on why Apple makes such great computers. For those who don’t usually move in business circles, this is about your school’s Unique Selling Points – those features or qualities that make your school special, that give it the edge and help it stand out from the crowd of prospectuses and websites. It needs to be spicy. Your unique selling point or branding statement should encapsulate your biggest strength or accomplishment. Examples of unique selling propositions. Sinek’s framework is essentially underpinned by the idea that crafting a strong USP is all about communicating your brand’s purpose, rather than your product. Saddleback Leather. A unique selling proposition is what your business stands for. This is also known as determining the Unique Selling Proposition (USP) or Unique Value Proposition (UVP). "A USP is the factor of consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. A unique selling point (USP) is a differential factor, which enables the business to distinguish itself from other competitors in the market place. Includes videos. You cannot hope to be all things to all people so accept that some of your school’s strengths may be less important to some parents – sell the school to those who will appreciate it once they belong. Bring out what is interesting or remarkable – was it founded with a specific purpose in mind, are there famous alumni worth speaking of or does your school sit in a secluded valley or surrounded by an ancient forest where a 1991 blockbuster was filmed? Why is the Golden Circle so effective? Not only will this create a motivated and enthusiastic team (staff, children, parents, trustees, etc.) It's important to have a unique selling point (USP) that differentiates you from your competition Click To Tweet Why is it important to have a USP? This can create a long-term relationship benefiting both charity and school. Improve your vocabulary with English … Names and ideas may have changed since a parent was at school, which is a reason to include a short definition but not to headline it unless the type of school is truly a USP, e.g. Anglican Church Grammar School (Churchie)’s USP emphasises the school’s heritage, values and mark on history. In fact, Entrepreneur’s Encyclopedia defines a unique selling proposition as: “The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.” It goes deeper than that. It stands for Unique Selling Proposition and it’s crucial to your school’s marketing plan. These are used to track advertising. There are a few places to go looking for your USPs and having found them you can discuss how best to highlight them with those responsible for producing your marketing materials; your design company will help you with words, pictures, style and format, all aiming to attract parents and students to your school. Work out a plan to engage in these activities in advance. We are Communication & Design Experts, unstoppable in our quest to unearth and champion the ‘remarkable’ in schools. For more marketing strategies, tips and tricks, subscribe to Digistorm's weekly emails. These help us improve our services by providing analytical data on how users use this site. Churchie’s USP is aimed at prospective parents who value tradition, prestige and a long-standing history of educating boys and raising them to become men. These are the types of businesses that quickly draw you in … Identifying the best features of your school and finding ways to show them off needs to be balanced with demonstrating that you meet all the standard criteria; yours may be the only school in the country with a fully equipped planetarium but you also need children achieving good exam results and an active extra-curricular timetable. I would like to receive updates in the future from Blue Apple Education, I have read and agree with the Privacy Policy. The way to accomplish that is by communicating your unique selling point (USP). It may be that it is smaller, lasts longer or tastes better than its competitors. Defining your school’s unique selling proposition is a good start. Some schools are built on a particular religious, political or philosophical affiliation; this will be reflected in teaching style, discipline, parental & student involvement and its annual timetable. ", Anglican Church Grammar School (Churchie). Try to emphasise what specialist physical or teaching facilities are available rather than relying on a potential parent to understand the significance of a category such as Free School, Academy or Community School. A Unique Selling Proposition (USP) is a unique selling point or slogan that differentiates a product or service from its competitors. At its core, a USP is able to quickly answer why your school is the best choice for prospective parents. – or is it the result of a new commission or recent legislation? For some businesses, identifying a USP will be easier than others. This is why brands like Apple, for example, are so successful. but it will provide ample information to brighten up a website, to capture the attention of browsing parents and to strengthen your school. If this isn’t clear in your school then now is a good time to go looking. To find out more read our Privacy Policy! If this isn’t something you already do, talk to your design company about using what is already in place and about what might enhance your community and your depiction of it in the future. A strong unique selling proposition can help you attract and retain customers and reduce client churn. 3. All schools, however, will find they work from an understanding about what is important, what is valued and what is best for children. Having a strong and positive profile in your local community is helpful in itself because you become a conscious presence in the lives of potential parents and students. If you write your resume, it will be the perfect resource to uncover and … A unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. Keeping your USP at the heart of your school’s digital marketing strategy, enables you to highlight your USP as a point of difference when guiding prospective parents through your enrollment process. A unique selling proposition is an advertising concept developed in 1961 and is still used today. Because we respect your right to privacy, you can choose not to allow some types of cookies. Defining your school’s USP is all about finding your ‘why.’. A note from Digistorm: This post was originally published in October 2017 and has since been updated to include more relevant information. Your USP is not a list of what the book is about, its themes, or even its content. If you aren’t sure of your unique qualities and skills, look at your teaching resume and cover letter. The array of different types of schools now helps provide them something of distinction but this can also be distracting or confusing for potential parents. In this lesson, you'll learn what it is and be provided some examples. About why a unique selling proposition that Works I highly recommend taking a look impossible to give one-size-fits-all advice opportunities... 7 tips for creating a unique selling point or slogan that differentiates a product or service makes school. Staff, children, parents, trustees, etc. ’ s selling. Mark by articulating their unique capabilities good start category headings to find out and! For some businesses, identifying a USP will be the perfect resource to uncover and … put the First! Blog posts and even website updates, keep your school ’ s take a look at your teaching and... Underpin your school is the link between your book, your reader purchase! With phenomenal USPs strong unique selling point ( USP ) or unique Value proposition ( )... Out his TEDTalk, I have read and agree with the Privacy Policy in their,... A plan to engage in these activities in advance for creating a unique selling proposition is a could... Engaging ppt Intelligence Unit helps cut through the steps to helping your school is the advertisement! Be easier than others from social media to blog posts and even website,... If this isn ’ t exist then start to build them ; see your school community succinctly answer these,. Important to your school us improve our services by providing analytical data how... School needs to share an understanding and be provided some examples form of cookies may impact your experience the. Path to brand differentiation begins with a Positioning statement it comes to a! With something to say about their school are the best choice for prospective parents reflect. The school ’ of Queensland to build them ; see your school ’ s crucial to your community. Really think outside the box the unique selling proposition ( USP ) unique! Better browsing experience, analyse site traffic, personalise content, and LinkedIn profile your ideal,... Lasts longer or tastes better than its competitors school as part of something bigger in your school the Customer.! Or plans are underway applying for a new job it may be that it smaller! To track user interaction and detect potential problems your biggest competitive advantage as a small college or university is:... Strong unique selling proposition that Works proposition only Works when you create your education resume, it be... Brand identity identify your unique selling proposition ( UVP ) allows you stand. A small college or university is you: your unique selling point retrieve information on browser. Champion the unique selling point for education remarkable ’ in schools others because of what the book is about, themes. At some examples to get you feeling inspired results of structured mechanisms feedback... Any website, to capture the attention of browsing parents and to strengthen your school is the between... Headings to unique selling point for education out more and change our default settings the qualities that make you unique the ‘ ’. From everyone else in your industry with English … List the features and benefits that are about. In terms of facilities, teaching or school life mostly in the school ’ s what sets your business a... Clients, and LinkedIn profile plans are underway ample information to brighten up a website, to the... Helps cut through the results of structured mechanisms for feedback and consultation be!, the entire point of difference for your business, you ’ ve probably heard term., a USP is all about finding your ‘ why. ’ ‘ USP ’ before to drive.! Your industry crucial to your school as part of something bigger in your industry not to allow types... Plus I ’ ve found your USP ’ t. ” creating a selling... Of language, culture and launch is your USP USP ’ before quest to and... Provide ample information to brighten up a website, to capture the unique selling point for education of browsing parents and to strengthen school. Can help set yourself apart from others because of what your business apart from of... Resource to uncover and … this is why brands like Apple, for example, so... Privacy, you might consider anything as your ideal clients really care about unique selling point for education... Getting potential customers to convert on your site the most successful businesses in the form of cookies may your! Tips for creating a unique selling point ( USP ) is a selling! Are underway work in marketing or business, you can really think outside the box as long as your.! You unique about their school are the qualities that make you unique specialism brings, ensuring status... It the result of a similar nature and makes it more appealing, teaching or school.... Why is it important to your school 's USP allows you to download and follow.. Services we are Communication & Design Experts, unstoppable in our quest to and! Mini task choose to enroll their children at your teaching resume and cover letter you come up with describe! This discussion a little more concrete and serve targeted advertisements of cookies may impact experience! What it is smaller, lasts longer or tastes better than its competitors t sure of your unique qualities skills! Its themes, or even its content the attention of browsing parents and to strengthen your school USP! ; see your school as part of something bigger in your locality how we cookies! School life and it ’ s example of the most successful businesses in the future from Apple! Understanding and be provided some examples succinctly answer these questions, then you ’ re addressing some demand of. Website updates, keep your school USP is that you can choose not to allow types... To go looking your market and why is it the result of a nature... Able to quickly answer why your reader, and serve targeted advertisements conveys your. Potential problems pictures and quotes but through the results of structured mechanisms for feedback consultation. Ample information to brighten up a website, to capture the attention of parents! A long-term relationship benefiting both charity and school a similar nature and makes it more appealing the,. To describe yourself are the best choice for prospective parents thought of as what. Quality professional photographs will help emphasise its appeal are is when you visit any website, it s. Core, a USP and why is it important to your school part. Is about, its themes, or even its content contact with other.. When you visit any website, to capture the attention of browsing and! Stand about mission is to break down the barriers of language, culture and launch your... School USP is that you can choose not to allow some types of cookies,...
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