Abc's to Organizational Positioning

AssistanceNationalCenterforTraining,Support,andTechnicalAssistance
ABC’s to
Organizational Positioning
National Center for Training, Support
and Technical Assistance

Welcome

Introductions
1. Your name
2. Your agency
3. Your title
4. Last book or
movie

4
1. Session overview
2. Introductions
3. HIV/AIDS changing landscape
4. Exploring organizational positioning
5. Four key differentiators in a competitive
landscape
6. Branding and modeling excellence in
program execution and delivery
7. Key takeaways
8. Adjournment
Workshop Agenda

Training Objectives
By the end of this workshop session,
participants will be able to:
1. Define the term “organizational positioning”
2. Discuss the role and importance of
organizational positioning
3. Understand the connection between
organizational positioning and sustainability
4. List and describe the five D’s for effective
positioning
5. Draft an outline of an organizational positioning
plan

National
HIV/AIDS
Strategy
High-
Impact
Prevention
Affordable Care
Act and health
reform
Changing
landscape
Objective1- HIV Prevention
Landscape
New
administration
and congress

Healthcare Ecosystem
Integration of HIV into routine medical care

HIV Prevention Ecosystem
Federally-Qualified Health Centers
Community Health Centers
Health Homes
Community-based 340-B Pharmacies
One-Stop Shop mergers & acquisitions
Emerging Roles:

HIV Prevention Ecosystem
Community-based Organizations (CBOs)
AIDS Service Organizations (ASOs)
Changing Roles:

Changing Patterns in HIV
Prevention Funding

Competition
Results of the New Landscape
Maguire A. Illustrating equality vs equity. [online]. 2015. [cited 2017 Feb 17] Available from URL:
http://interactioninstitute.org/illustrating-equality-vs-equity/

Questions to Consider
1. Who are the HIV stakeholders in your region?
2. What do you do better than your competitors in
this ecosystem?
3. Do you know what they do better than you?

Understanding Your
Core Drivers
The organization’s
fundamental reason
for being and
motivation for
change
How you conduct
your business.
Diversity and
inclusion
Service excellence
Political climate
Changing
demographics
Changing
technologies
Competition
Mission
+
Vision
Values Environment
Others?

Understanding Your
Core Drivers
Mission and vision define the framework
and direction of the organization and
establishes the foundation from which all
decisions should be made.
Mission & Vision

Understanding Your
Core Drivers
Values determine “how” the organization
pursues its mission and vision. Values
are like guiding principles and reflect
what is important when making
organizational decisions or developing
strategy.
Examples: Confidentiality, diversity and
inclusion
Organizational Values

Understanding Your
Core Drivers
The external environment consists of
many forces that influence organizational
action including: political, economic,
legal, social and technological factors.
Organizations respond to these factors
through developing and implementing
strategies that help it survive and thrive.
External Environment

Core Drivers
Leading to
Organizational
Strategy

Organizational Strategies
Example Strategies
 Technological upgrades
 Subject matter experts/staffing
 Strategic partnerships
 Organizational positioning

Setting Your Agency Apart
• Identifying your strengths
• Defining your competitive advantage
• Mastering execution and delivery

GROUP EXERCISE:
The Starbucks Example

Objective 2 – Understanding

Definition
Is the positioning of an organization in the future,
while taking into account the changing
environment, plus the systematic realization of that
position on the basis of present and foreseeable
developments.
Admira Training and Consultancy. Strategic positioning and strategic management. [online].1994. [cited Feb 17,
2017] Available from URL: www.zenska-mreza.hr/priruncnik/en/en_read-change-4.htm
Strategic (Organizational) Positioning:

How to Determine a
Strategic Position
Olsen E. On strategy: overview of the strategic planning process. [online].2014. [cited 2017 Feb 17]. Available from
URL: : https://onstrategyhq.com/resources/evaluate-strategy-position

Organizational
Positioning Tools
 Competitive Analysis
- list similar organizations by group
- list competitive advantages of identified group
- assess new, emerging organizations
- compare and contrast offerings

Organizational
Positioning Tools
 Position Mapping
The positioning map is created by drawing a
vertical axis and a horizontal axis and plotting
the identified expert services in the market.
(Source: What is a Positioning Map in Marketing)
Adapted from: Foundation Degree Southwest. Brand positioning. [online]. ND. [cited 2017 Feb 14].
Available from URL: https://media3.bournemouth.ac.uk/marketing/10branding/05position.html
University Hospital
1st Avenue FQHC
ABC Housing Program
North City
South City
Recovery Center
Excellence Community Organization
East CityWest City

Definition
Is derived from an organization’s strengths
and differentiates it from the competition.
It is what allows you to achieve your
mission.
West M, Posner A. Defining your competitive advantage [online]. 2013. [cited 2017 Feb 17] Available from URL:
https://ssir.org/articles/entry/defining_your_competitive_advantage
Competitive Advantage

 Who are the 3-5 most similar organizations to ours
in the market?
 Are their programs growing and/or changing in
ways that move them closer to or further from our
approach and constituency?
 Have they developed programming that is superior
in impact to ours?
 Are we a sought-out partner by others in our
community or field?

(continued..)
• Do we actively contribute to network(s) critical to
our intended impact?
• Do we have staff and board members viewed as
thought leaders in our community or field?
• Do we have strategic relationships in the
government and business sectors?

• Create organizational positioning
messages
• Highlight organization's niche
• Strategically “place” organization in
larger market
• Expand outreach to new and existing
customers and constituents.
Competitive Advantage
Use your competitive advantage to:

Objective 3 – Linking your
vision to positioning

Vision Statements
A one-sentence statement describing the clear
and inspirational long-term desired change
resulting from an organization or program’s work.

The Five D’s of
• Documenting
• Deciding
• Differentiating
• Designing
• Delivering
Delmar Learning. Strategies, positioning and marketing objectives. [online].2001. [cited 2017 Feb 17] Available
from URL: www.delmarlearning.com/companions/context/0766816052/htmch08thirded.ppt

The 5 D’s of Positioning
 What benefits are the most important to
your current and potential customers?
 What does your audience think about your
organization, its work and/or the issues you
work on?
D1. Documenting

What image do you want your current and
potential customers to have of your
organization?
D2. Deciding
Delmar Learning. Strategies, positioning and marketing objectives. [online]. 2001. [cited 2017 Feb 17] Available

• Which competitors do you want to appear
different from, and what are the factors that
you will use to make your organization
different from them?
• What are other organizations providing in
terms of content, programs and resources?
 How successful are they?
D3. Differentiating

How will you develop
and communicate
these differences?
D4. Designing

How will you make good on what you’ve
promised, and how do you make sure that
you have “delivered?”
D5. Delivering

Branding Your Competitive
Advantage

Why Brand?
• Your brand is what donors and supporters
remember.
• Your brand enables donors, volunteers,
sponsors and the community to immediately
recognize, value and trust your organization.
• Your brand distinguishes you from the
competition.
• Your brand gets you heard.

Branding Your Non-Profit
The impression your organization makes, the
experience people have with you is expressed by
everything that represents you:
• The look and content of print and electronic
communications
• Your events
• The treatment they receive from volunteers and
staff
• The type of board members who represent you
• The alliances you form
• Your office

Key Branding Benefits
• Your brand is what donors and supporters
remember
• Your brand enables donors, volunteers,
sponsors and the community to immediately
recognize, value and trust your organization
• Your brand distinguishes you from the
competition
• Your brand gets you heard

Corporate Brand Examples
• Geico: “15 minutes or less can save you
15% or more on car insurance.”
• BMW: “The ultimate driving machine”
• Apple: “Think different.”
• Walmart: “Save money. Live better.”
• Nike: “Just do it.”

15 Minutes Could Save You 15 Percent
Or More on Car Insurance

Best Practices
We will discuss tactics you can utilize to
market more effectively:
 Website
 E-mail
 Strategic alliances
 Events – cinco de Mayo; HIV awareness days
 Print materials
 Public relations
 Networking

Web Site Platform
The web helps you cast a wider net by:
 Attracting new donors
 Sharing your mission and build awareness
 Using images to tell your story
 Acting as your ambassador to the community
 Enabling you to educate the public
 Establishing your credibility

E-Mail Campaigns
Relationships are built on communications
and e-mail is an important communication
tool.
Did you know:
 Frequency matters – weekly is optimal
 Relevant content matters
 Personalization matters

Strategic Alliances
• Align with other nonprofit and for profit
organizations for greater critical mass
• Nurture relationships and know the
influencers in your community
• Build your brand through contact with
others who are well known

Events
Fundraising events enable you to build
awareness and raise revenue while
having fun:
Examples:
 Galas
 Golf
 Awards programs
 HIV awareness days
 Health fairs
 Open house

Public Relations and
Media Efforts
Pitch a story to your local press
 Make it newsworthy
 Demonstrate your solution to the issue
 Make the first sentence powerful
 Share statistics
 Provide pictures
 Make it local – give it a human interest angle

Networking
Word of mouth networking is perfect
marketing for nonprofits!
• People trust others’ opinions of your
organization
• People pass along positive comments about
the organization

Take Advantage of
Your Position!
• Nonprofit organizations are in a “feel
good” industry
• Nonprofits can build friendships that
last a lifetime and beyond
• Nonprofits affect the wallets, minds and
hearts of the community

Objective 4 –
Putting it all together

Effective Market Positioning
Strategy Summary
1. Draft a positioning statement — There are four
simple questions that will yield a set of basic facts
about the identity you have determined for your
company (see below). The positioning statement is
the result of plugging those facts into a basic,
formulaic sentence structure.
Smartling. Market positioning strategy guide. [online]. 2010. [cited 2017 Feb 17] Available from URL:
https://www.smartling.com/market-positioning-strategy/

Strategy Summary
2. Compare and contrast to identify your own
uniqueness — Differences between your own
messaging strategy and communication
channels, and those of your competitors reveal
openings in the market that your positioning
message should address.

Strategy Summary
3. Competitor analysis — Investigating
and analyzing the competition helps to
determine the strengths and weaknesses of
your own business measured against the
competition. Understanding the differences
between a business and its competitors is
central to finding gaps in the market that can
be filled.

Strategy Summary
4. Determine current position — Determining
your existing market position is every bit as vital
as any competitor analysis. That’s because you
have to understand your own market position to
be able to properly compete for your share.

Strategy Summary
5. Competitor positioning analysis — An
accessory to the competitor analysis,
competitor positioning analysis identifies the
conditions of the market that influence how
much power competitors are able to exercise.

Strategy Summary
6. Develop a unique positioning idea — With
all the analytical data in hand, you should have a
better idea of who you are, who you are not, and
who your best audience is. It’s time to make a
statement about those facts.

Strategy Summary
7. Test the effectiveness of your brand
positioning — Testing methodology
will consist of qualitative and quantitative data
gathering, mainly determined by the steps
prior to this, but may also include focus
groups, surveys, in-depth interviews,
ethnography, polls, etc. The results of the
testing should then be rated against a set of
criteria listed below.

Three Easy Steps to Write a
Brand Positioning Statement
1. Who is your target market?
2. What unique value do you provide them?
3. Why should they believe you?
Examples:
a. We eliminate overhead by selling online.
b. We form partnerships with major brands to
sell their overstock content.
c. We can match any other price you find
online.

Craft Your Own
Positioning Statement
[Brand Name] provides ___(1)___ with
___(2)___ than any other [your industry]. We do
this by ___(3a)___, ___(3b)___, and ___(3c)___.

Proofreading Questions
• Does it paint a clear picture differentiating your
brand from the competitors?
• Does it match what surveys reveal to be
accurate customer perceptions of your brand?
• Does it leave room for future growth?
• Does it identify the unique value your brand
provides?

• Does it focus on your core customers?
• Is it memorable and motivating?
• Does it remain consistent across all areas of
your business?
• Is it easy to understand?

• Can it be easily mimicked?
• Will it become dated over time?
• Does the statement promise something that is
both believable and credible?
• Can your brand take full ownership of it?

DIY Brand Audit Activity
-Positioning
-Agency values
-Promise to
constituents
-Messaging
-Culture
-Programs/service
positioning
-Agency identity
-Website
-Social media
-Sponsorships
-Governance
-News/PR
-Content marketing
-Testimonials
-Mission & Vision
-HR policies
-Onboarding
process
-process
-Client touch points
-Internal systems
-Client service
systems

Positioning Starter Kit
Exercise
Who are
you?
What is your market?
What is your product or service?
What are your brand values?
Instructions: Write a short paragraph for each level of
branding/positioning.

Positioning
Starter Kit Exercise
• What is your unique value proposition (UVP)?
• Describe your organizational culture?
• Does it fit your brand?
• What is your elevator speech?
• Mission & Vision
• Are important decision-makers aware of your
branding and marketing initiatives?

Key Takeaway Points

References
1. Maguire A. Illustrating equality vs equity. [online]. 2015. [cited 2017 Feb 17] Available from URL:
http://interactioninstitute.org/illustrating-equality-vs-equity/
2. Admira Training and Consultancy. Strategic positioning and strategic management. [online].1994. [cited
Feb 17, 2017] Available from URL: www.zenska-mreza.hr/priruncnik/en/en_read-change-4.htm
3. Olsen E. On strategy: overview of the strategic planning process. [online].2014. [cited 2017 Feb 17].
Available from URL: : https://onstrategyhq.com/resources/evaluate-strategy-position
4. Foundation Degree Southwest. Brand positioning. [online]. ND. [cited 2017 Feb 14]. Available from URL:
https://media3.bournemouth.ac.uk/marketing/10branding/05position.html
5. West M, Posner A. Defining your competitive advantage [online]. 2013. [cited 2017 Feb 17] Available from
URL: https://ssir.org/articles/entry/defining_your_competitive_advantage
6. Delmar Learning. Strategies, positioning and marketing objectives. [online].2001.[cited 2017 Feb 17]
Available from URL: www.delmarlearning.com/companions/context/0766816052/htmch08thirded.ppt
7. Smartling. Market positioning strategy guide. [online]. 2010. [cited 2017 Feb 17] Available from URL:

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