Positioning is the act of defining the organizations actual and perceived offerings in a way that resonates with the target audience.
According to Lee and Kotler, one way to craft a positing statement (for internal use) is to fill in this phrase:
We want (TARGET AUDIENCE) to see (DESIRED BEHAVIOR) as (ADJECTIVES, DESCRIPIVE PHRASES, SET OF BENEFITS, OR WHY THE DESIRED BEHAVIOR IS BETTER THAN THE COMPETING BEHAVIORS)
For example, “we want pregnant women to see breastfeeding exclusively for the first six months as a way to bond with their child and contribute to their health and as more important than concerns about nursing in public.”
When considering your positioning statements, they can be
- Behavior-focused
- Barrier-focused
- Benefits-focused
- Competition-focused
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
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