Background

AwardSpring provides hundreds of colleges, universities and foundations with affordable, user-centric and fully hosted scholarship management software.

Challenge

Strengthen AwardSpring’s sales cycle by strengthening AwardSpring’s positioning and key messaging.

Solution

Through research, I learned that scholarship management software purchasers are often drawn to expensive, feature-rich solutions – yet it is often the case that they are paying more than they need to for features that they are never going to actually use. By contrast, AwardSpring’s solution focuses on the features customers actually need and use and is available at a more accessible price. 

• I recommended that the client position its “everything-you-need, nothing-you-don’t technology approach” as the reason to buy, focusing on lower cost, quicker/easier implementation, and no wasted time training users on superfluous/showy features. 

• I distilled the value proposition down to a tag line – “Less administration. More awarding.” 

Key Deliverables

• Positioning statement,

• Key selling messages,

• Reasons to believe,

• Tag line

Outcome

Several years later, the positioning and messaging I developed are still in use.

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