1. “Better marketing starts with............ a promise” 2 nd July 2012 1

2. The two BIG questions when marketing in a competitive environment: I.What do we stand for? II. Why should I buy you? 2

3. (Brand) promise 3

4. We are (i.e. our customer proposition): The champions of affordable quality education 4

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8. We must: Own the space.... 8

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16. SUMMARY BETTER MARKETING = AGREE A COMPELLING BRAND PROMISE/ CUSTOMER PROPOSITION INTERNAL MESSAGING = EXTERNAL MESSAGING CONSISTENT DELIVERY INTERNAL BUY-IN = EXTERNAL RECRUITMENT 16