The positioning statement is thus a strategic document intended to communicate the key focus of our advertising and other consumer and trade materials.
-The Big Picture
Five Box Positioning Statement: (Stated in the first person of the consumer)
Current Do: When I think I need help, I occasionally look for mental health information online.
Current Belief: I am not sure what resources I need, if any and I prefer to seek mental health information online.
Consumer Proposition: MiTalk.org is a reputable and accessible mental health resources online from the University of Michigan.
Desired Belief: When I think I need help, I prefer to seek mental health information online from MiTalk.org.
Desired Do: I use MiTalk.org to figure out what, if any, mental health resources I need.
Posts
I think your positioning should also include trust because trust would be my first reason to avoid getting online counseling, since anything online stays forever and can be used against you since it's in writing.
ReplyDeleteI think your 5 box is great!
ReplyDeleteI think the trust would go into a different 5-box. You'd have to make two, right, because you'd be changing attitude (trust) and behavior (site visitation).
ReplyDeleteGreat 5-box! I don't even think you need to add trust, because I think that would make the positioning statement cover too much information. Right now it succinctly conveys the goal of your campaign, I like it.
ReplyDelete