{"id":4919,"date":"2011-12-09T17:46:00","date_gmt":"2011-12-09T17:46:00","guid":{"rendered":"http:\/\/tellyourstoryinc.com\/wpdev\/?p=49"},"modified":"2016-07-22T15:23:36","modified_gmt":"2016-07-22T15:23:36","slug":"purpose","status":"publish","type":"post","link":"https:\/\/pairdesignchicago.com\/tellyourstory\/purpose\/","title":{"rendered":"Purpose"},"content":{"rendered":"

\"OnrampA quick thought on purpose during the holidays.As we celebrate the holiday season,we often reflect back on the year and develop plans for the future. We think about what we have accomplished with our lives both from a personal and professional perspective. Often we think of our own purpose in life and how we may be able to find true meaning for what we do every day. This holiday season, we hope you take time to reflect upon your purpose and if what you are doing both professionally and personally is helping you achieve your goals.<\/p>\n

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Now back to marketing.<\/p>\n

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Thinking about purpose for ourselves and our clients has been something\u00a0Tell Your Story has\u00a0been doing every day this year, and are looking to expand that even more in 2012. Getting to an organization’s core purpose makes marketing communications more compelling to our target audiences. Our purpose, if articulated correctly, can make a connection with our audience that is powerful, compelling and successful.<\/p>\n

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In\u00a0June we had the privilege of attending the Business Marketing Association<\/a>\u2019s annual conference where Roy Spence, best-selling author of \u201cIt\u2019s Not What You Sell, It\u2019s What You Stand For\u201d<\/a> and co-founder & chairman of ad agency GSD&M spoke about purpose-based marketing, a philosophy we embrace here at Tell Your Story.<\/p>\n

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Today, there\u2019s a 5th \u201cP\u201d in marketing aside from product, price, placement and promotion \u2013 purpose. This is more than just your mission statement, which is how you\u2019ll actually fulfill your purpose. Roy defined the 5th \u201cP\u201d by saying it\u2019s a, \u201cDefinitive statement about the difference you want to make in the world.\u201d<\/p>\n

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As we develop stories for our clients, we have applied Roy\u2019s philosophy to our client work. As an example, when we were approached by OnRamp Transportation Services<\/a>, a full-service transportation resource that offers both equipment and business services to independent truckers and transportation carriers, we discovered that their customers wanted to be independent, but did not want to go into the world of independent trucking alone. By identifying the problem facing potential users of OnRamp\u2019s services, we were able to develop a clear and concise purpose to guide their communications strategy.<\/p>\n

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Purpose: Everything OnRamp does is to help you be more independent, successful and fulfilled within the transportation industry.\u00a0<\/i><\/p>\n

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So how are we working to achieve OnRamp’s purpose? In order to launch the company into the marketplace, we created brand awareness and worked to increase leads among independent truckers and small to mid-size carriers through the use of a full integrated campaign with a huge dose of Social PR. Our priorities were to introduce OnRamp to influential trucking and transportation media, develop long-term relationships with key media members and increase general awareness using social media. Results:<\/p>\n

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