STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING

uncoveringyour uniquevalueproposition

MEDIA

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

MESSAGING

VETTING MEDIA COMPANIES

1) Ask for references of similar size organizations if not similar business category.

2) What’s their churn? How long do they have/keep clients? What’s their average length? Median length?

3) Ask for case studies of problems they've solved using different media channels

4) Observe how they market themselves.

Do they walk their own talk?

5) Do you like them? Do they share your values?

THANK YOU TO OUR SPONSOR

OH, THOSE MILLENNIALS…

EACH TIME THEY COME INTO CONTACT WITH THE REAL, THEY ARE BRUISED AND WOUNDED. IT LOOKS AS IF THEY WERE VICTIMS OF A CONSPIRACY… EACH DISCOVERY IS ANOTHER NAIL DRIVEN INTO THE BODY ON THE CROSS OF LIFE.

W. Somerset Maugham1915

OH, THOSE MILLENNIALS!

OH, THOSE GEN X’ERS!

OH, THOSE BABY BOOMERS!

OH, THAT GREATEST GENERATION…

YES! AT ONE TIME, EVEN THE GREATEST GENERATION WAS ANNOYING AF!!

IT IS NATURE’S CURSE FOR YOUNG PEOPLE TO EXASPERATE THEIR ELDERS.

IT IS ALSO BEAUTIFUL.

IT IS ALSO INEVITABLE.

The Tim Miles Super Successful Surefire Six Sarcastic Steps (S6) To Resisting Change:

1.Stay scared. Call it "street smart."

2.Cultivate cynicism. Call it "straight talk."

3.Praise pessimism. Call it a "reality check."

4.Believe you are wiser than everyone else.

5.Feel secretly superior.

6.Take ABSOLUTELY NO ACTION WHATSOEVER that might improve your condition.

IT LOOKS AS IF THEY WERE VICTIMS OF A CONSPIRACY…

W. Somerset Maugham

THE CIVIC’S LESSONS

IT LOOKS AS IF THEY WERE VICTIMS OF A CONSPIRACY… [FOR] THE CONVERSATION OF THEIR ELDERS, WHO LOOK BACK UPON THE PAST THROUGH A ROSY HAZE OF FORGETFULNESS [AND] PREPARE THEM FOR AN UNREAL LIFE.

W. Somerset Maugham

THE CIVIC’S LESSONS

WE CAN LOOK TO THE PAST, BUT WE CANNOT LIVE THERE

WE CAN LOOK TO THE PAST, BUT WE CANNOT LIVE THERE

THE ONLY PATH IS FORWARD

WE CAN LOOK TO THE PAST, BUT WE CANNOT LIVE THERE

THE ONLY PATH IS FORWARD

TOGETHER!

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?

WHOAREYOU?

We’re talking about who you are to your customers.

WHOAREYOU?

We’re talking about Brand Essence.

WHOAREYOU?

WHOAREYOU?

WHOAREYOU?

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

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

10 EXERCISES TO DEVELOP YOUR

UNIQUE VALUE PROPOSITION

& BRAND DIAMOND

NINE 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 SIMILARS

What companies outside our industry, famous or otherwise, are we like? Why?

EXERCISE #7 HEROES

Who are your heroes? Why? With which four people—living or dead—would you like to sit

down to dinner? Why?

EXERCISE #8 VILLAINS

Who disgusts you? Why? Who would make you quit rather than serving them? Who

DON’T we want as customers?

EXERCISE #9 DRIVE-YOU-CRAZIES

NEVER-EVERS List out all the stuff people in meticulosity 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.

ONE FOR YOU

WRITE A LETTER

Write a letter to your favorite mentor - maybe it’s your dad or your mom or grandma or a

pastor or that guy from the arcade when you were 7.

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

Miles & Company’s a family business that helps other family businesses and community organizations communicate more powerfully by being true to and proud of who they are and how they serve.

With so much information—and misinformation—out there about marketing and management consulting, we want our clients to tell others we’re the least full of crap people they’ve ever heard on the subjects by being clear, generous, and well-researched. We’ll help them using our First Order of Business Methodology.

We believe family businesses and community organizations are—and will continue to be —the foundation of this country, and they deserve the best information they can find on marketing, management, and motivation in this age of rapid distraction.

GetTims.Email

3-5x/week Saturday

Digest

timmilesco.com/minnyuvp