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Creating aPositioning StatementNICOLE COLOVOS, vice president for strategic development

MARK PEDERSEN, account manager

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• Provide the framework for developing positioning

statements to promote your Institutional

Repositories to your various audiences.

Marketing Practicum



• What is a Positioning Statement?

• Why is it important?

• How do I develop one?

Marketing Practicum

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A short statement that:

• Demonstrates the value of what you offer; howit is different and how it has a meaningful

impact on your audience

What is a PositioningStatement?

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You must recognize that you have a wide variety

of audiences, with different:

• Needs - how they can benefit from your offering

• Behaviors - how they work, or how they make

decisions

• Characteristics - personality traits

Developing aPositioning Statement

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Career Advancement:o Publish

o Recognition

o Funding

o Tenure

Motivations



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Needs, Behaviors,Characteristics

What Faculty Want:

• Keep track of different versions of the same document

• Work from different computers and locations, both Mac

and PC

• Make their own work available to others• Have easy access to other people's work

Foster, Nancy Fried and Susan Gibbons (2005), Understanding Faculty to Improve Content Recruitmentfor Institutional Repositories D-Lib Magazine, January 2005, 12 pages.

http://dlib.org/dlib/january05/foster/01foster.html



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• Keep up in their fields

• Organize their materials according to their own scheme

• Control ownership, security, and access

• Ensure that documents are persistently viewable or

usable





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• 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





They may be segmented by:

• Discipline

• Job function

• Level of influence• Technology use preferences

• Existing vs. new contributors

Potential Audience Groups

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For each of the Audience Segments, we have

provided some of their:

• Characteristics

•

Needs• Behaviors

Audience Profiles

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Based on these profiles, and any additional insights

you have regarding the motivations or characteristics

of this audience, answer the following questions to

create your Positioning Statement:

Create a TargetedPositioning Statement

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• How will your IR help them achieve their goals

• What tools or services could the IR offer to meettheir needs

• What concerns would they have contributing?• How could your IR overcome those concerns?

Questions

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• Based on your answers, you will be able to

complete your positioning statement

Positioning Statement

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For [ name of profile ],

Who want/need [ specific goals ],

Our IR provides [ benefits and services ].

Unlike other resources for managing, distributing or

preserving your work,

Our IR provides [ key differentiator ].

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Positioning Statement

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