Proposition Development for Public Services

Project description

We were delighted when Vertex asked us to help them to turn some of their key public services into clear and value-driven market propositions. As a global outsourcing company, Vertex provides many services in the UK across Health, Transport, Justice, Immigration, Defence and Citizens Services.

Our challenge was to help them to define the core competitive value of selected public services, across multiple customer roles. The propositions were to become powerful sales tools and so we had to make sure their value was clear and compelling for customers to buy.

What we did

We undertook detailed market and competitor research and a series of interviews with key staff, to uncover the essence of the propositions’ competitive value. We unpicked service details and that of similar market offerings, to define tangible value across the customer range; from initial sales and procurement to the end customer, and everything between.

To create exceptional digital and printed documents we worked seamlessly with Vertex’s corporate identity and wrote clear and persuasive copy in the corporate tone of voice.

Outcome

The end result was a portfolio of exceptional sales documents. Our targeted messages and visuals were well-researched and on-brand with the company’s strict brand guidelines. They were turned around swiftly and our client loved them. The success of the propositions led to more work with Vertex, and its acquirer, Serco, on a larger scale.