10.23.2019 Boston University Wheelock College of Education & Human Development Faculty Positioning Overview
POSITIONING WORK WITH BU: Boston University School of Medicine School of Theology School of Social Work School of Hospitality Administration Department of Economics School of Law Office of Sustainability 2
WHAT, EXACTLY, IS A POSITIONING?
POSITIONING: DEFINED Idea, belief, or statement that is meaningful to your audiences and identifies in clear and compelling terms where you stand in the market. 5
Same destinations, same kinds of planes, but vastly different experiences because they are all positioned very differently. 6
Derived Positioning: Derived Positioning: Flying for all. The standard bearer. Derived Positioning: Modern, discerning, accessible travel. 7
It doesn’t really matter what you call it, so long as you have one. 8
WEBSITE PRESENTATIONS MESSAGE 1 POSITIONING MESSAGE 2 MESSAGE 4 COLLATERAL PR MESSAGE 3 SOCIAL CONTENT 9
You have to find the right positioning. Strong positionings are built upon evidence-based strengths across an institution. While aspirations can and do factor in, positionings must be believable in the eyes of your audiences. 10
As we explore the strengths and assets of an organization we are always looking for meaningful points of differentiation that can be leveraged. 11
HOW IS A POSITIONING DIFFERENT THAN A VISION OR MISSION STATEMENT?
Positioning supports vision and mission. Key Questions: How do we want to impact the world? VISION What we are all united in doing to make progress MISSION/PURPOSE towards achieving the vision? What can we uniquely bring to the market to POSITIONING compete and achieve success? 13
WHY DO WE NEED ONE? CURRENT COMPETITIVE CONTEXT
POSITIONING HELPS YOU AVOID SOUNDING JUST LIKE EVERYONE ELSE “To enhance the human condition, expand the human imagination, and make the world more just—that’s the mission driving the work of our faculty and students.” “Teachers College was founded on the proposition that education alone can’t correct our society’s inequalities — that to maximize the life chances of all people, we must support poorer communities’ physical and nutritional health and psychological wellbeing.” “To understand and improve human learning and development throughout the life span and in multiple contexts — in classrooms and schools as well as within families, in communities, in the workplace and in elective learning environments.” 15
POSITIONING HELPS YOU CUT THROUGH THE NOISE If you want to compete, you need to be heard. To be heard, you need to be singing the same song. Different people have different notes to sing at different times, but they all add something vital to the same song. 16
POSITIONING HELPS NAVIGATE MARKETING COMPLEXITY 17 Gartner – Digital Marketing Transit Map
BU POSITIONING EXAMPLES
Challenge: The BU School of Medicine is a complex organization that was struggling to clearly tell its story to multiple audiences. The institution was torn between two critical missions – training the next generation of doctors who can work with complex and under-served populations while at the same time appealing for NIH funding for their Stage IV NEIDL facility.
Frontline Medicine:
Challenge: BU is not the same school it was ten years ago and as a brand it had not benefited from a positioning that reflected the current state of its prowess nor its future potential. Working with the Board of Trustee Marketing Committee a range of interviews were done and competitive work was conducted that identified a place that BU could use to begin telling the world what to expect of it.
BOSTON UNIVERSITY BRAND BU 2017 Annual Report BU 2018 Annual Report 24
THIS POSITIONING PROCESS IS INFORMED BY SEVERAL INPUTS
PROCESS INPUTS 18-22 1:1/email Panel interviews with stakeholders – to Discussions understand a range of (Ongoing) perspectives on strengths, opportunities, concerns 26
QUESTIONS? COMMENTS? CONCERNS?
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