Outline
A short history
The challenge
Current positioning
Competitive review
Insights
Target market
New positioning
A short history…
The challenge
Volunteers
Core Benefit
Funding
COMMUNICATION
Tone
Heavy
Light
Awareness
Low High
Ocean Community
Target market
Volunteers
Donors
adventure guardian
adventure
committed
community
challenging
heroic
good will
responsibility
respect
pride
support
fulfill...
adventure
escape
appreciation
freedom
community
bravery
happiness
exciting
calm
family
livelihood
peace
risky
safety
relax...
adventure
community
fulfilling
respect
belonging
NSRI must position itself as an
integral part of the ocean
community.
How it communicates should
reflect the personality o...
Just you, the ocean…
…and usJust you, the ocean…and us.
Go for it…
…we’re always on board.
Supporting your livelihood.
We get it.
In our element.
Go get ‘em.
Thank You
National Sea Rescue Institute
National Sea Rescue Institute
National Sea Rescue Institute
National Sea Rescue Institute
National Sea Rescue Institute
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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 Town,

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National Sea Rescue Institute

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

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