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Defining a proposition for Source in Surrey
Source in Surrey secured funding to help larger organisations buy locally and enable SMEs to win contracts. While the project had clear objectives and milestones, it lacked a customer-focused proposition, leading Sun Brand to mentor the team to develop its positioning and marketing approach.
Results achieved
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Clear project structure and prioritisation.
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Stronger and more customer-focused messaging.
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Well-defined audience segments and value propositions.
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Improved confidence and capability within the project team.
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Successful launch foundations, with buyers and suppliers actively engaging in events and learning opportunities.
Charlotte Webb, Project director Surrey Chambers Project team with Charlotte Cox of Sun Brand
What challenges were you experiencing before working together?
Before working with Charlotte, the team had little experience in marketing a brand-new project and had only a vague understanding of how to communicate each strand of the project to the customer. In addition, the team were struggling to decide how to structure the project and understand who the target audience should be based on the brief given.
Describe your understanding of brand positioning before the first session?
Knowledge of brand positioning was weak and had become muddled by outdated training and advice given by non-marketeers.
What session was the most valuable to you?
The first session was critical in helping the team establish who the target audience was and what their needs would be by segment. Without this session, team members were working towards goals that would not have executed events that were relevant to the audience.
What impact has this work had on your business?
Our work with Charlotte has provided structure and focus from which we have been able to make good progress. In hindsight, we should have booked time with Charlotte from the very outset to ensure our marketing plan was on track to achieve the project goals.
What’s it like working with Charlotte?
Charlotte is warm and friendly and makes you feel at ease with asking any question – ‘No question is a stupid question.’ However, Charlotte makes you think. You work hard and think deeply in her sessions, but that is how you understand your goals and what the customer needs to understand your project/product/service etc.
Reflecting on the work achieved, what have you got out it?
I have gained a clear understanding of the value of identifying the needs and wants of the customer and the importance of language choices when writing copy for social media. It’s all too easy to use ‘buzz’ words without actually communicating the value proposition.
What impact has the project made?
The project now flows; we have clearly identified initiatives outlined with clear aims and objectives and they all feed into the over-arching initiative.
It’s great to see the activities come to life, for our suppliers and buyers to be enjoying the events and interacting and learning in the way we had hoped.