Source: Messages That Matter. http://www.messagesthatmatter.com/positioning.php A consulting group that focuses on message strategy development for business-to-business software applications and Internet infrastructure technologies.
Key: When asking for support, messages should be child-centered. Write in terms of "what the students will gain or lose with a diminished educational opportunities" and not about "what the library will gain or lose." Stakeholders are interested in children, not libraries.
Would this “fit” on your email signature, your library website, annual report, newsletter, etc? This then becomes your foundation for all messaging- talking point, elevator speeches, springboard stories, etc.
1. DEVELOPING A POSITION STATEMENT
 What pressing problem does the school library program
 What specific benefit does the school library program
 Why is the school library program a good solution?
 What makes the school library program/school librarian
unique to solving the problem?
 Can you communicate this difference in a way that sets the
school library program apart from the alternatives?
Repeat your message everywhere - website, handouts,
parent/ teacher/administrator communications, and in your
email signature. Repetition is how you “own” a position
statement; use it to create a tag line; keep it for at least 2
2. • Short, declarative, direct
(less than 12 words,
excluding the subject)
• Simple language
• Includes an important
• Addresses a problem that
The goal in positioning is to help the target audience
associate a benefit they value with the school library
program or the role of the librarian. Over time and with
repetition, you can “own” that position by consistently
communicating the idea in all your marketing/advocacy
3. Quality school
essential for all
students to learn
and for teachers to
SAMPLE POSITION STATEMENT
TEST: Is it
• Short, declarative, direct (12 words or less, excluding
• Simple language
• One important benefit
• Addresses a problem that is student-oriented