The advantage of a compelling narrative
Thatcham Research’s Automotive Academy needed a new way to promote a specialist course aimed at vehicle damage assessors (VDAs) in repair companies and bodyshops. Training VDAs to a high standard is critically important as their role is pivotal to the efficiency and accuracy of every repair job.
To help Thatcham engage prospective buyers (chiefly large chains of repair companies working on behalf of insurers) they needed a name for the course, a sales narrative to work with in presentations, and a leave-behind brochure.
Naming the course ‘The VDA Advantage Programme’ elevated perceptions and made it feel engaging. I created a narrative that set out the benefits that VDAs can deliver to a business, followed by an explanation of why this may not be happening at present – and why it may be even less likely in the future. The VDA Advantage Programme was then introduced as the solution and a way of delivering valuable advantages to the customer’s business, to individual bodyshops and to the VDAs themselves.