Building a brand happens when your story is heard by many people told in a similar fashion. In order to cultivate relationships to attract the resources you need, you need to grow a following of ambassadors that are compelled relate your story to others. In order to do that you must first be able to tell your own story. What you need is a professional case statement for your school or organization.
Your professional case statement is essentially the gathering place for your official story. This is a document that should be put in the hands of as many people as possible. It contains all of the vital information that a prospective supporter would want to know in order to decide whether they wanted to learn more.
Over the next few blog posts I am going to demonstrate for you how to build a professional case statement that is:
- Compelling: Your story should resonate with people who are not familiar with your organization
- Concise: The themes should be limited and not repeated throughout the 2 page document that is no greater than 1 sheet of paper with lots of white space. The goal should be to say a lot with as few words as possible. The font size should be no smaller than 11 point.
- Consistently told by your ambassadors, board members, staff people, families, volunteers, etc.
Now that you know what a case statement is and why every organization needs to have one, I am going to start out showing you how to grab your reader’s attention right from the start, simply by asking a question.
Section #1 – “Did You Know . . .”
Your professional case statement should begin by getting people’s attention with some very compelling questions that pique people’s interest. This way, they want to continue reading. Here are some examples from our clients’ case statements.
Example – Wauwatosa School of the Trades
Did you know . . .
97% of college graduates will make less than people who work in the trades?
The average apprentice will earn $250,000 in wages and benefits during the 4-5 year apprenticeship program?
Apprentice trained trades professionals have a greater income potential than 96% of four-year college graduates?
Example – Red Cedar Environmental Institute
Did you know...
Increased demand for green products and clean energy means the need for more environmentally- based businesses leading to economic growth and employment opportunities?
The Chetek-Weyerhaeuser School District contains six school forests totaling 380 acres filled with lakes, rivers, wetlands and environmental areas?
The Red Cedar Environmental Institute will act as an important stepping stone to careers in sustainability?
Did you know . . .
All learners benefit by personalized education plans and by being in groups with students of different ages and abilities.
Special-needs, at-risk, average, and gifted students who have personalized education plans are more engaged, motivated and build self-respect and confidence. They are challenged to achieve their potential without traditional limitations.
How did you feel after reading each of these intro’s? By starting out with a “Did you know?” section, you not only are attracting the attention of the reader but also reinforcing why your organization is needed. Think about your service and your readers. Post your intro below or send me an email and I will be happy to discuss.
Next week I will continue this series with how to include your Mission and Vision in your professional case statement.
