East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University
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Positioning Strategy<br />
There are a number of potential positioning strategies. The two which make <strong>the</strong> most sense <strong>for</strong> <strong>the</strong> EBCH are to<br />
“position <strong>the</strong> EBCH away from o<strong>the</strong>rs in <strong>the</strong> category” and to “position <strong>the</strong> EBCH as unique.” These strategies have<br />
<strong>the</strong> advantage of setting <strong>the</strong> EBCH apart from <strong>the</strong> o<strong>the</strong>r organizations that address homelessness. Occupying its own<br />
“position” in <strong>the</strong> minds of potential and current donors is not only an effective communications/marketing strategy<br />
but also a less costly one because it avoids head-to-head competition and comparisons.<br />
Position <strong>the</strong> EBCH as a unique organization that<br />
• offers families that are currently homeless a plat<strong>for</strong>m <strong>for</strong> long-term success<br />
• provides services different from those offered by o<strong>the</strong>r organizations<br />
• has an important impact on <strong>the</strong> homeless situation in <strong>the</strong> communities it serves that cannot be achieved in<br />
o<strong>the</strong>r ways.<br />
EBCH’s New Positioning<br />
The perceptual map below shows <strong>the</strong> desired position <strong>for</strong> <strong>the</strong> EBCH in <strong>the</strong> minds of current and potential donors<br />
once <strong>the</strong> marketing strategy has been implemented.<br />
More Well Known <br />
Crossroads RI <br />
Amos House <br />
EBCH <br />
Shorter-‐term <br />
Assistance <br />
WARM Shelter <br />
Longer-‐term <br />
Assistance <br />
Providence Center <br />
Less Well Known <br />
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