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The Assignment: Usually the basis for a successful theme name and positioning statement, is the product or program itself. This product, a training video with the ability to enhance the cashier's performance and station profitability, gave us plenty of ideas. "Give Your Station The Winning Edge" was chosen over our second choice of..."Turn Your Cashiers Into Star Performers". Actually we included this second statement in the mailers body copy. As shown above we created the insert that accompanied a video cassette presentation which was sent to all of Chevron's station owners. |