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Target Value Propositions

Communicate more clearly with your target audiences

What is a Target Value Proposition, and why is it important?

While your brand or EVP tells your overall story, sometimes you need to be more targeted. A Target Value Proposition (TVP) is the perfect way to make sure you deliver consistent and tailored messaging to a specific audience.

Created using the same ingredients as your brand, TVPs are your chosen audience’s ‘version’ of your wider story. And they make a greater impact as a

What is a Target Value Proposition, and why is it important?

While your brand or EVP tells your overall story, sometimes you need to be more targeted. A Target Value Proposition (TVP) is the perfect way to make sure you deliver consistent and tailored messaging to a specific audience.

Created using the same ingredients as your brand, TVPs are your chosen audience’s ‘version’ of your wider story. And they make a greater impact as a

The benefits of Target Value Proposition

  • Cut through the noise - showcase what matters to your different audiences
  • Brand consistency - TVPs allow you to speak differently while maintaining the spirit and essence of your brand
  • Stronger offers - you can create compelling and tailored propositions that tap into what your audience is really looking for

Our approach:

We build TVPs in the same way we build EVPs and brands. Our six-step approach is every bit as rigorous and effective – it just happens at a smaller scale in a more targeted way. 

Explore the steps we take below.

Step one

Talk

We’ll discuss your VP or EVP (if you have one) and your needs for the audience in question. We’ll meet key stakeholders and agree on the right approach, costs and timelines.

 

Step two

Dig

We’ll get a deep understanding of the audience. This could involve anything from focus groups, surveys and workshops to interviews, competitor analysis and market-sector analysis.

 

Step three

Develop

Next, we’ll build the foundations of your TVP – the proposition, supporting attributes and a messaging framework with tailored headlines.

Step four

Express

Here’s where we craft the look and feel of the TVP. This can be a ‘twin’ of your existing brand, or something a bit different with its own playbook and toolkit.

Step five

Share

We’ll then bring the TVP to life all across the journey, with assets for everything from attraction to onboarding and beyond.

Step six

Tune

Once the TVP is live, we’ll measure and optimise its impact – building on what’s working well and taking every opportunity for improvement.

 

Recent Brand Management projects:

TVP's that sparks imaginations for the LEGO Group all around the world

Some parts of the LEGO Group have distinct audiences to speak to and different offers to make. So we’ve developed TVPs for Digital Technology, Customer Service, China, LEGO® Education and LEGO® manufacturing in the Czech Republic.

Each TVP includes:

  • a defined offer for candidates
  • tailored versions of the attributes and proposition
  • unique Just imagine messaging.

We’ve also created a bespoke Saturn’s ring for Digital Technology and Customer Service, and a different but complementary creative look for LEGO® Education.

How we tailored Fidelity International's global employer brand to ensure local relevance

Fidelity had clear aims for their employer brand. With Feel Fidelity, we created a powerful message built on four attributes.

These sum up the four main things that working at Fidelity makes people feel.

  • Curious – free to learn and grow

  • Valued – part of a respectful, inclusive, people-centred culture

  • Proud – of the ethical culture and impact of work

  • Part of the progress – a shared restlessness to innovate and make things better

We explored how they come to life for all kinds of difference audiences at Fidelity nd how they can show life at Fidelity, all around the world.

 

Leading a New Era of luxury travel to attract elite General Managers for IHG Hotels and Resorts

IHG Hotels & Resorts is home to some of the more recognised and prestigious names in global travel. We supported them with hyper-targeted, super-relevant content that grabbed their attention and told a powerfully personal story which

  •  Embodied the luxury. 
  •  Appealed to all the senses. 
  •  Weaved consistency throughout. 
  • Was brave enough to be different.  

The video and supporting campaign captured people’s imaginations immediately.

“Your Brand isn't just a logo - it’s how people experience you every single day. And we give a damn about getting that right.”

 

Meet our Brand Management experts:

Sarah Sturgess

Sarah Sturgess

As our Chair & Managing Director, Sarah has shaped SMRS into the organisation it is today - and has helped employers around the world create better environments for their people. 

Jon Windeatt

Jon Windeatt

As our lead Brand Strategist, Jon brings his creativity and natural story-telling ability to bear when developing employer brands, engaging and persuasive content and communications on behalf of our clients.

Aimee Kleinman

Aimee Kleinman

Aimee has more than 15 years’ marketing, communications and student recruitment experience in higher education, having previously worked for a number of universities, leading the development of UK and international recruitment strategies. As a Lead Marketing Consultant, her areas of expertise are brand positioning and international recruitment strategy.

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