This session introduces a strategic framework for crafting compelling and compliant win themes that resonate with evaluators and clearly communicate value in federal proposals. Using a “WIN Theme Formula,” attendees will learn how to identify customer hot buttons, align discriminators to evaluation criteria, and weave win themes consistently throughout proposal sections. Designed for proposal professionals at all experience levels, this session breaks down the process into a repeatable, easy-to-apply method that improves clarity, compliance, and competitiveness. Participants will leave with actionable techniques to elevate the persuasive power of their proposals.
Learning Objectives:
1. Define What Makes a WIN Theme Effective: Learn the characteristics of a strong win theme and how they differ from simple benefit statements.
2. Apply the WIN Theme Formula: Understand how to use a repeatable formula to connect features, benefits, and customer-focused outcomes to evaluation factors.
3. Craft WIN Themes Collaboratively: Explore techniques to extract discriminators and win themes from SMEs and capture teams.
4. Integrate WIN Themes Across the Proposal: Learn how to ensure win themes are consistently reflected in executive summaries, introductions, and throughout technical and management volumes.
5. Evaluate and Strengthen WIN Themes: Gain tools to assess the strength of a win theme and revise it for clarity, compliance, and impact.
Target Audience:
This session is designed for proposal managers, writers, capture professionals, and solution architects involved in federal proposal development. Whether you’re new to win themes or looking to refine your process, this session offers practical strategies to sharpen your competitive edge.
Adelicia Phillips is a seasoned proposal manager and business development professional with nearly 15 years of experience in compliance program development, business development, process improvement, and strategic proposal development. She currently resides in Fairhope, Alabama with her husband, daughter, and two dogs named Dolly and Jasper. Adelicia holds a Master of Public Administration (MPA) and is highly proficient in proposal best practices, including Shipley. Her leadership and expertise continue to drive the chapter's success and growth.