Positioning and Messaging

Challenge

This training and educator provider was introducing a new service and wanted to:

✔ Appropriately position it with their target audience
✔ Develop compelling messaging to drive uptake

Methodology

CMS conducted attribute research within the target customer segment to:

✔ Identify market challenges, needs and expectations.
✔ Identified key attributes and customer willingness to pay for each specific attribute
✔ Developed, tested and ranked alternative marketing positions.
✔ Tested and recommended messages

Solution Summary

Client adopted recommended positioning and messaging and is currently building awareness and market traction.