Today, Scott and I met with our client and Drew to complete the Value Mapping Workshop that we learned in class. Thankfully, it went very well and both the client and the group learned some valuable insights. Our motive behind wanting to complete this with Drew was to re-affirm that we were on the right track with our research and to possibly uncover any additional ideas in the form of communication and messaging with the patients. This exercise proved to be extremely beneficial to our project and we finally have a solid direction to focus on in terms of marketing communications going forward. It also helped our clients to be able to recognize the assets that they have within their company and how they could be used as a powerful marketing tool at a low cost. As a non-profit, funds are tight, but I think Scott and I will be able to deliver our goal with relatively little cost to the organization. Most importantly, I believe the CEO was impressed at how valuable their marketing department will be going forward and what it can do to help the organization achieve it's goals, whether it's focused on donors or patients.
For me, this was a very eye-opening experience because it again proved how important "below-the-line" inputs can be. Scott and I will now be able to help tell a story by using the very people that help make the organization so great, their staff! It will take some time to be able to meet the staff members and hear their stories, but it will ultimately contribute to the trust value that their patients connect with.
The Value Mapping Workshop has proven to be a very valuable tool in the marketing capstone course that I believe I will be able to use at almost every organization I work with, including my current employer.
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