Developing a powerful Value Proposition

Orange Squid partnered with Firbank to uncover deep customer insights and craft a value proposition that resonated with its audience.

1. Customer-Centric Research
   • We conducted exploratory research with parents and students to uncover deep emotional, social, and functional drivers of school choice.
   • We mapped the decision-making process, identifying when student voices significantly influence the decision and highlighting the emotional drivers that play the strongest role.
   • We engaged internal stakeholders through interviews to explore Firbank’s capabilities and aspirations.
2. Strategic Alignment
   • We guided the leadership team through a deep dive into the customer insights and facilitated workshops to develop a powerful VP.
   • We facilitated a process to align the leadership team on the optimal intersection of customer needs, organisational strengths, and commercial priorities.
3. Leveraging the VP
   • We integrated the VP into Firbank’s broader strategy, internal communications, and decision-making tools.
   • We developed a framework to showcase the VP in marketing and test ideas through focused experiments.
   • We conducted organisation-wide workshops, ensuring teachers and staff engaged with the insights and owned the VP in ways meaningful to their roles.