Writing a Compelling Case Study

A case study is an exciting opportunity to reassure your prospective client of your proven skills. It showcases your business’s capabilities in handling projects of similar scope, maintaining excellent client-supplier relations, tackling unforeseen challenges and delivering results within tight deadlines.

In this article, we have put together seven tips that can help you write a more compelling and persuasive case study that will resonate effectively with a bid evaluator.

1.??????Choose the most relevant and compelling project

While it may be obvious, one size does not fit all when choosing a case study for a response. Every prospective project is unique, so you must select the case study that best aligns with the project you are bidding on.

Use this technique if you need help to narrow down the most pertinent projects! Write a one-page summary of all relevant case studies and proceed to highlight all similarities between these and the project’s requirements. Remember to also consider the customer’s ‘hot buttons’, their?needs?and the ‘discriminators’ that set you apart from your competition.?This should leave you with the most relevant and?compelling?case study (or studies) that best promotes your capacity to take on this particular project while setting apart all the relevant information you should incorporate into its condensed version for the response.

2.??????Decide on the purpose of the case study before writing it

The best way to approach a case study is to view it as a persuasive narrative, where the reader (the evaluator) empathises with the individual in distress (your past client) and sees you (your company and your solutions) as the ideal hero. In other words, your objective is to convince your evaluator that you can give them the?best?solution, that you have done this?multiple?times before and that you have achieved?significant?positive results. Then, it would help if you decided what this specific case study adds to this narrative. How does it respond to one or multiple of your customer’s ‘hot buttons’? How will it?reassure?them that you can do the job?

Once established, you can focus on setting it up effectively.?

3.??????Use the STAR method to structure your case study

The case study’s structure goes hand in hand with its readability. Keep in mind that the evaluator is unfamiliar with the project details and is primarily interested in the insights it provides about your company’s capabilities in solving?their issue. To show your awareness of this, you could follow a STAR structure.

Begin with the?Situation?where you establish the case study’s relevance and purpose as you outline its size, scope, and value. Continue with the?Task?where you explain what was required from the contract or framework and highlight key challenges that you faced (pertinent to the prospective client’s fears). Proceed with the?Activity?or how you tackled said challenges and went above and beyond your customer’s requirements. Finalise with the?Results, where you present the conclusion to this project and highlight all positive takeaways with statistics and ‘proof points’ that target your prospective client’s expectations. Although not always feasible, you could include a client testimonial in the?Results, which would enhance your credibility and add an extra layer of authenticity to your case study.

This structure effectively prioritises the case study’s purpose and your evaluator’s concerns by placing them at the forefront and maintaining a clear and reader-friendly format.

4.??????Provide real numbers with your proof points

Let’s delve into practical strategies for formatting the content of your case study.

The easier you make the evaluator’s job, the more compelling and persuasive you will sound. So, avoid making them search for the numbers that support your results and conclusions. Instead, make their job easier by incorporating relevant statistics directly into the text, especially if they trigger any of the customer’s ‘hot buttons’. To illustrate the difference, consider the following examples,?

An excerpt without statistics:?We proposed and executed a comprehensive construction plan involving road rehabilitation and drainage system upgrades, with effective results in Appendix A.?

An excerpt with statistics:?Road rehabilitation proposed and executed in our comprehensive construction plan has decreased average travel time by 30%. Furthermore, the improved water runoff management resulted in a 25% decrease in local waterlogging issues.

The second approach, which offers precise and impactful information, successfully targets the evaluator's concerns and showcases your ability to deliver.

5.??????Make it personal with personnel

Naming the key personnel who have managed and spearheaded the project will exemplify your employees' competence, reliability and consistency. Moreover, you may have previously secured a successful bid with the prospective client, and they are familiar with these names. In that case, this adds a sense of familiarity that can distinguish you from your competitors and nurture trust.

6.??????Pass on fluff, but keep the meat

Keep the case study clear, concise, and readable. Every piece of information should answer the fundamental question ‘So, what?’ to prove its relevance to the evaluator. The case study serves as a means to connect and validate the success of your proposed solutions, particularly those outlined in the tender. Therefore, use the case study’s details sparingly, accentuating any point that aligns closely with the client’s specific needs and removing anything that does not.

7.??????Have the evaluator at the forefront of your response during your final review

While it may sound redundant, it is crucial to bear in mind that the evaluator’s and client’s primary concern lies in determining whether your proposal is the optimal solution to their problems. So, after writing the case study, remember to ask yourself: Has this case study brought forth information that best relates to the client’s needs? Do all the outlined details relate to the customer’s requirements and ‘hot buttons’?

We hope this article helped you rethink how you present your case studies. For more templates, guidance and advice, follow our Linkedin page or get in touch to find out how we can help!

Author - Kamila Garcia Vargas (Bid Consultant at The Win Collective)