launch is your USP (Unique Selling Proposition). The Disadvantages of Unique Selling Proposition. Learn more in this post. Without a USP, your product will fade into the shadows, struggle to complete and leave an everlasting impression in the minds of your customer base. What Is a USP and Why Is It Important to Your School? A note from Digistorm: This post was originally published in October 2017 and has since been updated to include more relevant information. Identifying the best features of your school and finding ways to show them off needs to be balanced with demonstrating that you meet all the standard criteria; yours may be the only school in the country with a fully equipped planetarium but you also need children achieving good exam results and an active extra-curricular timetable. Identify a "pain point" in your industry. If you haven’t already checked out his TEDTalk, I highly recommend taking a look. It also offers opportunities for promotion through photographs, quotes, newspaper articles, awards and endorsements. These are used to track user interaction and detect potential problems. A unique selling point (USP) is a differential factor, which enables the business to distinguish itself from other competitors in the market place. 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.” 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. The great thing about defining your school USP is that you can really think outside the box. Many of the bigger charities offer particular packages to schools about how to get involved; whilst there is nothing wrong with all wearing a red nose once a year, you might also consider befriending a small, local good cause that fits the ethos or style of your school. It’s relatively easy to produce generic marketing materials that are well-designed and appealing – and this is important – but much harder to stand out from the crowd, to connect with young and old that are considering your school – and to continue to do that over the years so that your students and parents know they made the right choice. 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. 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. The information does not usually directly identify you, but it can give you a more personalized web experience. At its core, a USP is able to quickly answer why your school is the best choice for prospective parents. If this isn’t clear in your school then now is a good time to go looking. Obviously parents and students also want to know the curriculum is not narrow or that an arty child won’t be left behind in a engineering specialist school, but the difference between a specialist music school and a specialist sports school should be apparent. Why do parents choose to enroll their children at your school? Being unique is an important marketing strategy, but beware of being unique for its own sake. 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. A Unique Selling Proposition is the link between your book, your reader, and the market. Below are 10 websites and blogs with phenomenal USPs. That said, there are certainly some best practices that work across marketplaces and that any business owner can apply to make their unique selling proposition worthwhile. A Unique Selling Proposition (USP) is a unique selling point or slogan that differentiates a product or service from its competitors. that distinguishes it from others of a similar nature and makes it more appealing. Examples of unique selling propositions. As long as your ideal clients really care about it, you might consider anything as your USP. Saddleback Leather. You can promote this not only through pictures and quotes but through the results of structured mechanisms for feedback and consultation. The College is building its reputation for being the ‘tech school’ of Queensland. The secret to a great USP is to consider things from your customer’s point … Last week we talked about why a unique selling proposition is so important in building a high-traffic website or blog. Simply, this is the unique idea that your practice or facility occupies (or hopes to occupy) in the mind of the consumer. Unique selling points: Separating sales leaders from the pack is a report from The Economist Intelligence Unit. 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? Factor 1: Unique. 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! Our continuing mission is to break down the barriers of language, culture and Your unique selling point or branding statement should encapsulate your biggest strength or accomplishment. In this lesson, you'll learn what it is and be provided some examples. Make sure you're focusing on inbound tactics that naturally lead parents to enroll. 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. 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. 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. Because we respect your right to privacy, you can choose not to allow some types of cookies. "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 USP is a marketing concept that was first proposed as a theory to understand a pattern in successful advertising campaigns in the early 1940s. 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. Putting pen to paper and devising a digital marketing plan for your school can be daunting, so we’ve put together a simple plan to get you started. Improve your vocabulary with English … Let’s take a look at Sinek’s example of the way Apple market their brand using the Golden Circle framework. Creating a Unique Selling Proposition that Works. Defining your school’s unique selling proposition is a good start. Your unique selling proposition only works when you’re addressing some demand. A unique selling proposition is an advertising concept developed in 1961 and is still used today. If you work in marketing or business, you’ve probably heard the term ‘USP’ before. For others, it’s the intangible; a creative approach to pedagogy, awards, the hundreds of years of heritage, or the school’s guiding values. Whether your establishment is reminiscent of Hogworts or Grand Designs, a good place to start looking for USPs is the building itself and its surroundings. For more marketing strategies, tips and tricks, subscribe to Digistorm's weekly emails. So, with all of this in mind, let’s walk through the steps to helping your school find its why. how to identify your unique selling point. 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. 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. 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. If you’re not so familiar with what a USP is, let’s dive into a quick definition from The Entrepreneur.com to get up to speed. 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. 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. As educators you are likely to despise the false use of ‘unique’ to mean ‘rare’ or ‘unusual’ but, let’s face it, businesses are much less likely than schools to let a little incorrect use of English stand in their way and, thus, this phrase has taken seat in our promotional and marketing vernacular. 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). 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. 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)”. If you work in marketing or business, you’ve probably heard the term ‘USP’ before. ", Anglican Church Grammar School (Churchie). If its founding history isn’t striking perhaps it has undergone significant development or plans are underway. 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 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. It needs to be short enough to fit into a single sentence. It goes deeper than that. 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! Online advertising's traditional unique selling point is the ability to click through from an advert directly onto a brand's site. These help us improve our services by providing analytical data on how users use this site. 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. It may be that it is smaller, lasts longer or tastes better than its competitors. The USP places a product or service as unique and desirable in … Defining your school’s USP is all about finding your ‘why.’. 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. FedEx put itself on the map by guaranteeing packages would reach their destinations overnight. Cookies themselves contain no personally identifiable information. Work out a plan to engage in these activities in advance. A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. 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. You could ask your design company about potential input from external professionals to work on establishing a school vision, mission, values and desired outcomes. 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. Working on your marketing strategy? It’s the stuff outside of lessons that builds the community – the shared purpose, belief and pursuits are what demonstrate that students and teachers connect. It needs to be unique. Your biggest competitive advantage as a small college or university is you: Your unique selling proposition. Let’s take a look at some examples to get you feeling inspired. U.S.P stands for Unique Perceived Benefit and the meaning is simple - it’s the most powerful, dynamic, unique … For a freelance creative, unique selling propositions is a niche game. Makes sense right? All schools, however, will find they work from an understanding about what is important, what is valued and what is best for children. Here I provide 4 quick steps on how to identify your unique selling point. 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? As with any marketing concept, it can be easy to get lost in the theory and process of it all. a Rudolf Steiner school. The same principle applies to you when you are applying for a new job. Try to take advantage of existing input to local events, connections with local employers, charity activity or contact with other schools/colleges. These are used to track advertising. This can create a long-term relationship benefiting both charity and school. One of the first things that you notice about Saddleback Leather’s site is their … 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. This is, of course, the entire point of a unique selling proposition. but it will provide ample information to brighten up a website, to capture the attention of browsing parents and to strengthen your school. A unique selling proposition is what your business stands for. Now, let’s take a look at what happens when the Golden Circle framework is applied. – what was happening around the time it was founded? 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