The document outlines a nonprofit organization and discusses its history, challenges, target markets, and proposals for a new positioning and communications strategy. It analyzes the organization's current positioning and competitors. Insights from word association exercises with the target markets are provided to inform a refocused message that positions the organization as an integral part of an ocean community, with communications reflecting the positive and supportive personality of its volunteers and donors.
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National Sea Rescue Institute
2. Outline
A short history
The challenge
Current positioning
Competitive review
Insights
Target market
New positioning
15. NSRI must position itself as an
integral part of the ocean
community.
How it communicates should
reflect the personality of its target
market, which is positive and
supportive.
16. Just you, the ocean
and usJust you, the oceanand us.
