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. 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.” Your biggest competitive advantage as a small college or university is you: Your unique selling proposition. A unique selling point (USP) is a differential factor, which enables the business to distinguish itself from other competitors in the market place. 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. So, with all of this in mind, let’s walk through the steps to helping your school find its why. It goes deeper than that. by Brad Sugars. 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. Want to learn more? 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. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your site. 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. When it comes to developing a unique point of difference for your business, it’s impossible to give one-size-fits-all advice. 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? The great thing about defining your school USP is that you can really think outside the box. 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. 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. 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. For more marketing strategies, tips and tricks, subscribe to Digistorm's weekly emails. How do you go about identifying your school’s unique selling point (USP)? It stands for Unique Selling Proposition and it’s crucial to your school’s marketing plan. 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. 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. 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. If you’re not so familiar with what a USP is, let’s dive into a quick definition from The … 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. Do a Google search and … that distinguishes it from others of a similar nature and makes it more appealing. It needs to be desirable. Your USP only needs to connect more strongly with your ideal clients, and not so much with others. 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. Learn more in this post. The adjectives you come up with to describe yourself are the qualities that make you unique. Cookies that are necessary for the site to function properly. 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. Defining your school’s unique selling proposition is a good start. It needs to be spicy. Unique selling points: Separating sales leaders from the pack is a report from The Economist Intelligence Unit. 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)”. 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? Let’s take a look at Sinek’s example of the way Apple market their brand using the Golden Circle framework. 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. – or is it the result of a new commission or recent legislation? In seeking the ‘remarkable’, we listen, we investigate, we question, we challenge, we think, we digest, we push, we re-think. 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. Every small business needs a reason for people to buy from you rather than someone else. The College is building its reputation for being the ‘tech school’ of Queensland. U.S.P stands for Unique Perceived Benefit and the meaning is simple - it’s the most powerful, dynamic, unique … No surprise there. Your unique selling point or branding statement should encapsulate your biggest strength or accomplishment. 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. 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. This is, of course, the entire point of a unique selling proposition. "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. The information does not usually directly identify you, but it can give you a more personalized web experience. 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. 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. launch is your USP (Unique Selling Proposition). 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. At its core, a USP is able to quickly answer why your school is the best choice for prospective parents. Working on your marketing strategy? If you haven’t already checked out his TEDTalk, I highly recommend taking a look. 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! 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. 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? Makes sense right? 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. but it will provide ample information to brighten up a website, to capture the attention of browsing parents and to strengthen your school. If its founding history isn’t striking perhaps it has undergone significant development or plans are underway. Your unique selling proposition only works when you’re addressing some demand. Here I provide 4 quick steps on how to identify your unique selling point. Simply put, your unique selling proposition is what makes your business different from everyone else in your market. 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. 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. 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. The Disadvantages of Unique Selling Proposition. 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 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. It needs to be unique. A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. This is why brands like Apple, for example, are so successful. 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. For some businesses, identifying a USP will be easier than others. Includes videos. A unique selling proposition is an advertising concept developed in 1961 and is still used today. 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. 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. Factor 1: Unique. Everyone in the school needs to share an understanding and be able to express it. Today let’s make this discussion a little more concrete. Some of the most successful businesses in the world have made their mark by articulating their unique capabilities. These very same benefits, however, can turn into liabilities if consumer trends or … In a crowded market, your USP helps you stand out – like a lighthouse on a foggy night. It needs to be clear and specific. Put The Customer First. 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). This is an engaging ppt. 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. 7 tips for creating a unique selling proposition that helps cut through the competitive clutter to drive sales. The path to brand differentiation begins with a Positioning Statement. So let’s give them one and find your Unique Selling Point. For others, it’s the intangible; a creative approach to pedagogy, awards, the hundreds of years of heritage, or the school’s guiding values. Last week we talked about why a unique selling proposition is so important in building a high-traffic website or blog. The unique selling proposition that guarantees to improve your swing (they all do that, by the way) is the one who gets the business. – what was happening around the time it was founded? To find out more read our Privacy Policy! Defining your school's USP allows you to stand out from your competition and capture your audience's attention. Specialist schools should highlight what their specialism brings, ensuring their status is meaningful in terms of facilities, teaching or school life. Not only will this create a motivated and enthusiastic team (staff, children, parents, trustees, etc.) OK, maybe … prospectuses, should reflect this in their words, pictures, themes and formatting. Cookies themselves contain no personally identifiable information. Make sure you're focusing on inbound tactics that naturally lead parents to enroll. Work out a plan to engage in these activities in advance. A Unique Selling Proposition is the link between your book, your reader, and the market. The secret to a great USP is to consider things from your customer’s point … For a freelance creative, unique selling propositions is a niche game. All schools, however, will find they work from an understanding about what is important, what is valued and what is best for children. 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! 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. 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. 3. A well-defined USP should underpin your school’s entire marketing strategy. Examples of unique selling propositions. Being unique is an important marketing strategy, but beware of being unique for its own sake. Learn how to get yours right. 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. Because we respect your right to privacy, you can choose not to allow some types of cookies. This is also known as determining the Unique Selling Proposition (USP) or Unique Value Proposition (UVP). Looks at what Unique selling point is with various examples and mini task. These are the types of businesses that quickly draw you in … Excellent quality professional photographs will help emphasise its appeal. A strong unique selling proposition can help you attract and retain customers and reduce client churn. If you aren’t sure of your unique qualities and skills, look at your teaching resume and cover letter. Your USP is not a list of what the book is about, its themes, or even its content. 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. I have read and agree with the Privacy Policy connections with local employers, charity activity or with! 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