Company Marketing Message Specification

Impact Teachers, www.impactteachers.com, looks for qualified primary and secondary teachers from the UK or from overseas to place in teaching positions in London and the surrounding boroughs. We need our marketing message put into a specification for existing and future marketing campaigns including our website. We are going to move in another direction (from what is currently on our website) based on the information we’ve received from our marketing plan output. We are too education focused and not marketing focused.

Here is the structure for which our marketing message spec needs broken down. I’m putting it in a pyramid format so it’s clear that each item below encompasses and expands on the item above. The bottom of the pyramid are the Problems (the problems teachers face) and Solutions (our unique solution to each of their problems):
1. Company Name (Impact Teachers)
2. Tagline/Slogan
3. Pillars (the tag line broken down into 3 distinct mutually exclusive parts)
4. Bringing it all together (explaining how all of the problems teachers have and our solutions for separated by each pillar)

By way of example:

Impact Teachers
Where Career and Lifestyle Converge
Teach Train Travel
(Imagine 3 columns under each of the pillars with a list of problems teachers face and our unique solutions for each of the pillars.)

Teach - a teacher has reached the ceiling at their current job/they are stuck where they are at. Their current job provides limited career advancements.
o We have experience in providing placements for career advancement.
o (not feeling recognized for the work that they do) our placements provide opportunities for advancements based on the work that they do

Train - teachers wants to do more/wants meaningful employment:
o We provide overseas training to give back

Travel - Concerns surrounding traveling when they have other people to worry about like a spouse or significant other.
o We can provide testimonials on others who have been placed through us that are married/ traveled with someone else. (they explain how easy Impact made it)
o We have experience placing candidates who are not alone and do not just look out for the candidate as an individual.

Based on the above, here is the project requirement:
1. We need a tagline/slogan (no less than 3 to chose from)
2. We need our Pillars defined, i.e. 3 simple words that are attractive and mutually exclusive from one another so we can expand on them in the right places when/as needed. (no less than 3 sets to chose from)
3. Our problems and solutions need written up for marketing purposes. There should be no less than 10 for each pillar (after they are decided upon). These are meant to be simple 1-2-3 sentence(s) for each that can be expanded upon by us when/as needed.

Your job is to turn this into a marketing message spec that we can rely on to keep us in line with our message so we are more consistent in our marketing. The teachers have to see a clear message and believe that we have the answers to their problems. This needs to be simple and clear.

Keep in mind since the taglines and pillars can be very personalized for us it is best to provide no fewer than 3 choices based on your independent findings for us to decide on before moving on to the specific problems/solutions writing for each of the pillars.

Once you are ready to begin I will provide you with the list of our problems/solutions and the keywords from our SEO work. Our website will give you more insight or send me any questions you may have and we can speak by phone as a final step before starting the project.

We look forward to your reply.