A Target Value Proposition (TVP for short) is like a mini EVP or University Brand Proposition. Like an EVP or University Brand Proposition, it has a proposition, pillars, a messaging framework and a visual identity. It’s not as big as your core value proposition, but it’s more focused and every bit as powerful. 

While your EVP or University Brand Proposition is great for communicating the core themes of your culture and your employer or institutions offer, sometimes you have to get a bit more targeted. A TVP is for when you have distinct and different things to say to a distinct and different audience. This could be: 

• a specific team, business area or academic department / faculty – digital or Computer Sciences for example 

• a specific group of people – early careers candidates, or University students for example 

• a specific geographic region. 

A TVP gives you an opportunity to cut through the noise – presenting your story, proposition and personality in a way that’s heard by the target audience you want to reach.   

An authentic, credible, consistent and compelling TVP will help you show your specific audiences what makes you distinct from your competitors.   

When people understand what you stand for, your purpose and your values, not just what you do, it builds emotional connections that stand the test of time. 

Choosing a University or Employer is a huge step. Grounded in research, your TVP will make a persuasive and reassuring case for choosing you through showing what your organisation or institution really feels like.