Creating a Positioning Statement

NICOLE COLOVOS, vice president for strategic development MARK PEDERSEN, account manager 2 .Marketing Practicum •  Provide the framework for developing positioning statements to promote your Institutional Repositories to your various audiences. 3 .Marketing Practicum •  What is a Positioning Statement? •  Why is it important? •  How do I develop one? www.

goris. how it is different and how it has a meaningful impact on your audience www.What is a Positioning Statement? A short statement that: •  Demonstrates the value of what you 4 .

how they work.Developing a Positioning Statement You must recognize that you have a wide variety of they can benefit from your offering •  Behaviors . with different: •  Needs .com 5 .goris.personality traits www. or how they make decisions •  Characteristics .

com 6 .Motivations Career Advancement: o Publish o Recognition o Funding o Tenure www.goris.

Needs. Behaviors. Characteristics •  Responsible •  Works well with others •  Receptive to new ideas •  Adaptable •  Motivator •  Consistent •  Spontaneous •  Orderly •  Introvert •  Self-Reliant •  Compassionate •  Competitive •  Patient •  Perfectionist •  Decisive •  Persistent •  Leader •  Follower •  Independent 7 .goris.

both Mac and PC •  Make their own work available to others •  Have easy access to other people's work Foster. http://dlib. 12 pages. Understanding Faculty to Improve Content Recruitment for Institutional Repositories D-Lib Magazine.Needs. Nancy Fried and Susan Gibbons (2005). Behaviors. January 2005.goris.html www. Characteristics What Faculty Want: •  Keep track of different versions of the same document •  Work from different computers and 8 .org/dlib/january05/foster/01foster.

and access Ensure that documents are persistently viewable or usable Foster. Characteristics •  •  •  •  Keep up in their fields Organize their materials according to their own scheme Control ownership. Behaviors.html www.goris. security. January 2005. Understanding Faculty to Improve Content Recruitment for Institutional Repositories D-Lib Magazine. Nancy Fried and Susan Gibbons (2005) 9 . 12 pages.

January 2005. http://dlib. Behaviors. Nancy Fried and Susan Gibbons (2005). 12 pages. Characteristics •  Have someone else take responsibility for servers and digital tools •  Be sure not to violate copyright issues •  Keep everything related to computers easy and flawless •  Reduce chaos or at least not add to it •  Not be any busier 10 . Understanding Faculty to Improve Content Recruitment for Institutional Repositories D-Lib Magazine.

com 11 .goris.Why is a Positioning Statement Important? The Foundation for All Your Communications: •  Clearly and concisely communicate the benefits of your offering to a specific audience segment •  Address what they care about in their language www.

new contributors 12 .Potential Audience Groups They may be segmented by: •  Discipline •  Job function •  Level of influence •  Technology use preferences •  Existing vs.

com 13 .goris.Audience Profiles •  Anthropology/ Archaeology •  Chemistry •  Economics •  Art/Art History •  Comparative Literature •  Biology •  Energy www.

com 14 . we have provided some of their: •  Characteristics •  Needs •  Behaviors www.goris.Audience Profiles For each of the Audience Segments.

and any additional insights you have regarding the motivations or characteristics of this audience.Create a Targeted Positioning Statement Based on these profiles.goris. answer the following questions to create your Positioning Statement: 15 .

com 16 .Questions •  How will your IR help them achieve their goals •  What tools or services could the IR offer to meet their needs •  What concerns would they have contributing? •  How could your IR overcome those concerns? www.goris.

you will be able to complete your positioning statement 17 .Positioning Statement •  Based on your answers.goris.

Unlike other resources for 18 . Who want/need [ specific goals ]. Our IR provides [ key differentiator ].Positioning Statement For [ name of profile ]. www. distributing or preserving your work. Our IR provides [ benefits and services ].