This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, outlines the BCVP Template, a structured approach used to articulate the Behavior Change Value Proposition (BCVP). It is divided into 2 main sections: the components of the template and the overarching goals of a behavior change campaign.
The BCVP Template consists of 6 key components. The first component, "For," identifies the target segment, ensuring that the campaign is tailored to the specific audience. Next, "Doing Behavior" defines the desired behavior that the campaign aims to promote. The third component, "Instead of Behavior," highlights the existing or common behaviors that the target audience currently exhibits, providing a baseline for comparison. The fourth component, "Will Produce Value for Customers By," articulates the benefits that customers will gain from adopting the new behavior.
The right side of the slide emphasizes the strategic focus of the behavior change campaign. It aims to enhance the perceived value of the desired behavior and increase the likelihood that customers will adopt it. This is achieved through 2 main strategies: "Tapping Key Points of Leverage By," which outlines mechanisms for activating the desired behaviors, and "Eliminating Points of Leakage By," which identifies strategies for overcoming barriers to change.
The slide concludes with a critical reminder that the BCVP must contain a compelling statement on how the targeted behavior change will be realized. This ensures clarity and direction for the campaign, ultimately guiding the execution of the strategy. Understanding these components is vital for any organization looking to effectively influence customer behavior.
This slide is part of the Organic Growth Framework (OGF) PowerPoint presentation.
This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It is an emerging Growth Strategy framework that focuses on changing customer behaviors, instead of product differentiation.
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