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National Sea Rescue Institute

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This was not a live client, but just a case study. The strategy was rated highest in the class and was suggested by Wendy Cochrane (Red&Yellow part time tutor) to be presented to the NSRI in Cape …

This was not a live client, but just a case study. The strategy was rated highest in the class and was suggested by Wendy Cochrane (Red&Yellow part time tutor) to be presented to the NSRI in Cape Town,

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Transcript

  • 1. Outline A short history The challenge Current positioning Competitive review Insights Target market New positioning
  • 2. A short history…
  • 3. The challenge Volunteers Core Benefit Funding COMMUNICATION
  • 4. Tone Heavy Light Awareness Low High
  • 5. Ocean Community
  • 6. Target market Volunteers Donors
  • 7. adventure guardian adventure committed community challenging heroic good will responsibility respect pride support fulfilling bravery belonging passionate
  • 8. adventure escape appreciation freedom community bravery happiness exciting calm family livelihood peace risky safety relaxingrespect challenging fulfilling belonging
  • 9. adventure community fulfilling respect belonging
  • 10. NSRI must position itself as an integral part of the ocean community. How it communicates should reflect the personality of its target market, which is positive and supportive.
  • 11. Just you, the ocean… …and usJust you, the ocean…and us.
  • 12. Go for it… …we’re always on board.
  • 13. Supporting your livelihood.
  • 14. We get it.
  • 15. In our element.
  • 16. Go get ‘em.
  • 17. Thank You