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Articulating the Unique Selling Proposition
You wouldn't be in business unless you were providing value. Providing value and telling people what you do isn't always the same thing.
Your value is not what you do to help people. It's how people are helped by what you do.
Not an easy thing to communicate, and an issue faced often by Merrill Anderson Co. - bringing the niche understanding of trust services to fit within the larger brand architecture of the bank.
Enter: Community Trust
Community Trust and Investment Company had tremendous growth based on a process based investment philosophy and a team that created relationships which made their clients feel like family.
Community Trust wanted a polished capabilities piece that would clearly demonstrate their approach to services, a basic overview of the services themselves, and the unique selling proposition that entices people to utilize their services.
Enter: Merrill Anderson Co.
During our Assess and Address phase with their marketing coordinator, we discovered that they have two separate business units within the company. They felt that their 'Wealth and Trust Management' unit was not clearly defined as much as was needed. Their largest obstacle was that the language they were using in current marketing materials was too technical for its purpose. We gained a clear understanding of their goal and asked for all the materials they created so far. We also asked for their brand guidelines to lower the duplication of work.
We continued to provide an outline of the content that would achieve the simplification of their unique selling proposition, but knew that some of the content we would want to include hadn't been created yet, so we also scheduled interview calls with two of their top business development officers (take out names) to tease out the benefit statements, priorities of presentation, top target demographic, and some tagline. The work was approved and we proceeded to create the content, checking in with them along the way with proofs and making sure it was exactly what they were hoping for.
Once completed, they wanted to integrate the piece into their regular printing of products. To make sure it would be easy for them integrate, we worked directly with their print vendor when preparing and handing off the files. When we checked in later on to see how the folders had been received and working out, we asked if we could share their story - here's the response we received:
Merrill Anderson did a great job putting together our capabilities piece. The piece is vibrant, informative, and conveys the exact message we were looking for our prospective clients. It has helped our officers explain our services more clearly and provides important information about our company.
Working with Merrill Anderson was a seamless process. They were very professional and listened to our needs and wants for the piece, while providing valuable direction. We would be glad to recommend them to anyone who is looking for similar services. Many have commented on the likes of our new piece and we are very happy with the finished product!
Marketing and Advertising Coordinator
Community Trust Wealth & Trust Management
We continue to provide Community Trust with marketing support via a reoccurring client/prospect newsletter and are proud to have them as a client!