Common use of Positioning Statement Clause in Contracts

Positioning Statement. The positioning statement you developed earlier goes here. Key Benefit: Describe the main benefits – from the audience’s perspective - that the target audience will receive from adopting this new behavior. Support Statements: Describe the reasons why the benefits outweigh the costs. Style and Tone: Describe the feeling that this communication should have. Authoritative, light, emotional, etc. Note any existing graphic standards that need to be considered. Media: List what communication channels that should be addressed. For example, posters, factsheets, television commercials, radio spots, etc. Creative considerations: Write anything else the creative team should know, such as what languages should be used, what images you would like depicted, different nationalities that should be represented, etc. An example creative brief for the Armenia campaign is below. Creative Brief Background: Increase the amount of fortified products purchased to improve nutrition in Armenia. Target Audiences: Mothers (women age 25+), as they are most likely to purchase flour and handle the family’s healthcare needs, low and middle-income Target Behaviors: To purchase and consume fortified flour and by-products Positioning Statement: For Armenian mothers, buying fortified products is an investment in the health of their family, a way to ensure the best health for their family, and more important and beneficial than buying cheaper, unfortified products. Key Benefit: A healthier, more productive family. Support Statements: • Health problems from vitamin and mineral deficiencies, such as iron-deficiency anemia (XXX) and neural tube defects (NTDs), are widespread in Armenia and can be easily prevented with fortified flour. • Fortified flour is essentially the same as unfortified flour except that it has added vitamins and minerals for better health. • Buy and consume fortified flour to prevent iron and folic acid deficiencies. Style and Tone: Tone should be authoritative, but light. Not very serious. Must include logo. Media: Television news stations should be a primary target because 39% of Armenians say they watch news more than any other content. The three TV channels that should be used in this campaign are Shant TV, H1, and Armenia TV. News shows on these channels should be targeted to carry news stories of the campaign. Also, commercials should be played most during the most popular soap operas on these channels. This will help focus the campaign on two viewing consumer audiences and split costs most effectively. Creative considerations: Commercial should be in Armenian. Perhaps depict a mother with whom the target audience can relate. Create your own creative briefs using the template below for each target audience and communicational channel you would like to use. Creative Brief Background: Target Audiences: Target Behaviors: Positioning Statement: Key Benefit: Support Statements: Style and Tone: Media: Creative considerations: Pros & Cons of Differ Communications Method ent Communications Channels and Activities Pros Cons Factsheet • Easily shares scientific or in-depth information (good for policy makers and health providers) • Good to answer frequently asked questions or provide how-to information • Inexpensive • Can be difficult to reach large groups • Audience must have interest and desire to read it • Difficult for less literate audiences Poster/Billboard • If placed well, can reach lots of people • Can reach larger than intended audience • Can be placed where fortified products are sold • Inexpensive • Only provides a small amount of information • Might be difficult to get businesses to hang posters • Audience usually must be literate Television commercial • Can reach many people • Can reach beyond immediate target audience • Repetition of messages • Can show visuals and model behaviors visually • Expensive • Message can be obscured by commercial messages • Audience may skip over commercials Radio commercial or spot • Inexpensive • Has a large reach • Opportunity for audience involvement if they call in • Hard to communicate the logo part of the brand due to lack of visuals • Often reaches smaller group of consumers than television Study tour • Shows how effective and simple fortification can be • Can act as a final push for policy makers to pass the law • Expensive • Takes a lot of time to plan the schedule, and you are dependent on others for the schedule Events (town hall meetings, parties, etc.) • Can be inexpensive • Can reach beyond immediate target audience • Can be an opportunity to share the experience of those with micronutrient deficiencies • Can be expensive • Harder to provide tailored messages Newspapers, television news, or other news media • Coverage can be free • Has a large reach • Can reach larger than intended audience • Can provide detailed information • Often little control over the content of the story shared • Print media not good for less literate audiences Testing Logos, Messages, or Activities It is easy to think that after all of your research, you can easily create effective communication materials. However, it is the target audience who will make this campaign successful or unsuccessful, so gaining their insight again is very valuable. Audiences often will not react to communication activities and materials the way creators expected. Testing materials will help determine the most effective concepts, logos, and other communication materials. Testing allows people from your target audience to offer feedback on what aspects of the concept or communication material they like and what they do not like. After showing several concepts or material drafts to your target audiences, refine your work based on their feedback. There are two types of testing: concept testing and pre-testing. Concept testing can help you assess the target audiences’ reaction to the campaign concepts or ideas. It can help identify problems with messages so you can improve them and also give you new ideas. Pre-testing allows you to test communication material drafts before releasing them to your target audience and general population. It will help you avoid expenses, ineffective materials, and public embarrassment if something is inadvertently offensive. There are six steps in the testing process:

Positioning Statement. The positioning statement you developed earlier goes here. Key Benefit: Describe the main benefits – from the audience’s perspective - that the target audience will receive from adopting this new behavior. Support Statements: Describe the reasons why the benefits outweigh the costs. Style and Tone: Describe the feeling that this communication should have. Authoritative, light, emotional, etc. Note any existing graphic standards that need to be considered. Media: List what communication channels that should be addressed. For example, posters, factsheets, television commercials, radio spots, etc. Creative considerations: Write anything else the creative team should know, such as what languages should be used, what images you would like depicted, different nationalities that should be represented, etc. An example creative brief for the Armenia campaign is below. Creative Brief Background: Increase the amount of fortified products purchased to improve nutrition in Armenia. Target Audiences: Mothers (women age 25+), as they are most likely to purchase flour and handle the family’s healthcare needs, low and middle-income Target Behaviors: To purchase and consume fortified flour and by-products Positioning Statement: For Armenian mothers, buying fortified products is an investment in the health of their family, a way to ensure the best health for their family, and more important and beneficial than buying cheaper, unfortified products. Key Benefit: A healthier, more productive family. Support Statements: •  Health problems from vitamin and mineral deficiencies, such as iron-deficiency anemia (XXX) and neural tube defects (NTDs), are widespread in Armenia and can be easily prevented with fortified flour. •  Fortified flour is essentially the same as unfortified flour except that it has added vitamins and minerals for better health. •  Buy and consume fortified flour to prevent iron and folic acid deficiencies. Style and Tone: Tone should be authoritative, but light. Not very serious. Must include logo. Media: Television news stations should be a primary target because 39% of Armenians say they watch news more than any other content. The three TV channels that should be used in this campaign are Shant TV, H1, and Armenia TV. News shows on these channels should be targeted to carry news stories of the campaign. Also, commercials should be played most during the most popular soap operas on these channels. This will help focus the campaign on two viewing consumer audiences and split costs most effectively. Creative considerations: Commercial should be in Armenian. Perhaps depict a mother with whom the target audience can relate. Create your own creative briefs using the template below for each target audience and communicational channel you would like to use. Creative Brief Background: Target Audiences: Target Behaviors: Positioning Statement: Key Benefit: Support Statements: Style and Tone: Media: Creative considerations: Pros & Cons of Differ Communications Method ent Communications Channels and Activities Pros Cons Factsheet •  Easily shares scientific or in-depth information (good for policy makers and health providers) •  Good to answer frequently asked questions or provide how-to information •  Inexpensive •  Can be difficult to reach large groups •  Audience must have interest and desire to read it •  Difficult for less literate audiences Poster/Billboard •  If placed well, can reach lots of people •  Can reach larger than intended audience •  Can be placed where fortified products are sold •  Inexpensive •  Only provides a small amount of information •  Might be difficult to get businesses to hang posters •  Audience usually must be literate Television commercial •  Can reach many people •  Can reach beyond immediate target audience •  Repetition of messages •  Can show visuals and model behaviors visually •  Expensive •  Message can be obscured by commercial messages •  Audience may skip over commercials Radio commercial or spot •  Inexpensive •  Has a large reach •  Opportunity for audience involvement if they call in •  Hard to communicate the logo part of the brand due to lack of visuals •  Often reaches smaller group of consumers than television Study tour •  Shows how effective and simple fortification can be •  Can act as a final push for policy makers to pass the law •  Expensive •  Takes a lot of time to plan the schedule, and you are dependent on others for the schedule Events (town hall meetings, parties, etc.) •  Can be inexpensive •  Can reach beyond immediate target audience •  Can be an opportunity to share the experience of those with micronutrient deficiencies •  Can be expensive •  Harder to provide tailored messages Newspapers, television news, or other news media •  Coverage can be free •  Has a large reach •  Can reach larger than intended audience •  Can provide detailed information •  Often little control over the content of the story shared •  Print media not good for less literate audiences Testing Logos, Messages, or Activities It is easy to think that after all of your research, you can easily create effective communication materials. However, it is the target audience who will make this campaign successful or unsuccessful, so gaining their insight again is very valuable. Audiences often will not react to communication activities and materials the way creators expected. Testing materials will help determine the most effective concepts, logos, and other communication materials. Testing allows people from your target audience to offer feedback on what aspects of the concept or communication material they like and what they do not like. After showing several concepts or material drafts to your target audiences, refine your work based on their feedback. There are two types of testing: concept testing and pre-testing. Concept testing can help you assess the target audiences’ reaction to the campaign concepts or ideas. It can help identify problems with messages so you can improve them and also give you new ideas. Pre-testing allows you to test communication material drafts before releasing them to your target audience and general population. It will help you avoid expenses, ineffective materials, and public embarrassment if something is inadvertently offensive. There are six steps in the testing process:

Positioning Statement. The A positioning statement outlines how the desired behavior is perceived by the target audience when compared to other similar products. While it is not the final message for your audiences, the positioning statement will help you developed earlier goes heredevelop messages that emphasize a key selling point that differentiates your product from the competition. Key BenefitIt can highlight specific behaviors, showcase benefits, overcome barriers, and overshadow the competition. Again, this is for internal use only and is not to be shared with your audiences. A positioning statement has four components: Describe target audience, targeted behavior, competition and point of differentiation. You identified the main benefits – from first three in previous chapters. The point of differentiation addresses the audience’s perspective - that perception of what they will gain by adopting the desired behavior. It reflects what they truly desire, such as the pride in being a good parent and doing everything possible to ensure their children stay healthy. The point of differentiation is rarely the actual scientific benefit. Many health communication messages do not lead to behavior change because they seek to teach the medical truth rather than to address the audience’s ideas and perceptions. To find the target audience will receive from adopting audience’s benefit, you must go beyond the obvious to identify what they truly desire. To help develop a positioning statement, fill in the blanks in this new behaviorsentence with your specific information: For [TARGET AUDIENCE], [TARGETED BEHAVIOR] is the [POINT OF DIFFERENTIATION] and is more important and beneficial than [COMPETITION]. Support Statements: Describe the reasons why the benefits outweigh the costs. Style and Tone: Describe the feeling that this communication should have. Authoritative, light, emotional, etc. Note any existing graphic standards that The template does not need to be consideredfollowed exactly, but each of the four components (target audience, targeted behavior, point of differentiation, and competition) must be there. MediaHere are some examples: List what communication channels that should be addressed. For example, posters, factsheets, television commercials, radio spots, etc. Creative considerations: Write anything else the creative team should know, such as what languages should be used, what images you would like depicted, different nationalities that should be represented, etc. An example creative brief for the Armenia campaign is below. Creative Brief Background: Increase the amount of fortified products purchased to improve nutrition in Armenia. Target Audiences: Mothers (women age 25+), as they are most likely to purchase flour and handle the family’s healthcare needs, low and middle-income Target Behaviors: To purchase and consume fortified flour and by-products Positioning Statement: • For Armenian mothers, buying fortified products is an investment in the health of their family, a way to ensure the best health for their family, and more important and beneficial than buying cheaper, unfortified products. Key Benefit: A healthier• For Armenian millers, more productive familythe process of fortifying flour is three easy steps (getting equipment, procuring premix, and mixing premix into the flour) that would improve the health of Armenians. Support Statements: It is so simple that it makes no sense not to put vitamins and minerals in flour. • Health problems from vitamin For Armenian policy makers, creating mandatory fortification legislation is a way to save the government money and mineral deficienciesincrease productivity, such as iron-deficiency anemia (XXX) and neural tube defects (NTDs)it outweighs the benefits of not creating a law. Use your previous research to help create positioning statements for each target audience. Also look at the list of statements below for ideas that support the motivational key benefit messaging. Iron and folic acid are the two most common fortificants added to wheat flour, are widespread in Armenia thus nutrition information regarding these fortificants is included. The support statements have been divided by topic and can be easily prevented used with fortified floura variety of audiences according to their barriers and benefits. • Fortified flour is essentially the same as unfortified flour except Please note that it has added vitamins these are ideas only and minerals for better health. • Buy and consume fortified flour are not intended to prevent iron and folic acid deficiencies. Style and Tone: Tone should be authoritative, but light. Not very serious. Must include logo. Media: Television news stations should be a primary target because 39% of Armenians say they watch news more than any other content. The three TV channels that should be used in this campaign are Shant TV, H1, and Armenia TVdirectly with your target audience. News shows on these channels should be targeted If you want to carry news stories of the campaign. Also, commercials should be played most during the most popular soap operas on these channels. This will help focus the campaign on two viewing consumer audiences and split costs most effectively. Creative considerations: Commercial should be in Armenian. Perhaps depict a mother with whom the target audience can relate. Create your own creative briefs using the template below for each target audience and communicational channel you would like to use. Creative Brief Background: Target Audiences: Target Behaviors: Positioning Statement: Key Benefit: Support Statements: Style and Tone: Media: Creative considerations: Pros & Cons of Differ Communications Method ent Communications Channels and Activities Pros Cons Factsheet • Easily shares scientific or in-depth information (good for policy makers and health providers) • Good to answer frequently asked questions or provide how-to information • Inexpensive • Can be difficult to reach large groups • Audience must have interest and desire to read it • Difficult for less literate audiences Poster/Billboard • If placed well, can reach lots of people • Can reach larger than intended audience • Can be placed where fortified products are sold • Inexpensive • Only provides a small amount of information • Might be difficult to get businesses to hang posters • Audience usually must be literate Television commercial • Can reach many people • Can reach beyond immediate target audience • Repetition of messages • Can show visuals and model behaviors visually • Expensive • Message can be obscured by commercial messages • Audience may skip over commercials Radio commercial or spot • Inexpensive • Has a large reach • Opportunity for audience involvement if they call in • Hard to communicate the logo part of the brand due to lack of visuals • Often reaches smaller group of consumers than television Study tour • Shows how effective and simple fortification can be • Can act as a final push for policy makers to pass the law • Expensive • Takes a lot of time to plan the schedule, and you are dependent on others for the schedule Events (town hall meetings, parties, etc.) • Can be inexpensive • Can reach beyond immediate target audience • Can be an opportunity to share the experience of those with micronutrient deficiencies • Can be expensive • Harder to provide tailored messages Newspapers, television news, or other news media • Coverage can be free • Has a large reach • Can reach larger than intended audience • Can provide detailed information • Often little control over the content of the story shared • Print media not good for less literate audiences Testing Logos, Messages, or Activities It is easy to think that after all of your researchuse them, you can easily create effective communication materials. However, it is will need to ensure that they are in line with the target audience who will make this campaign successful or unsuccessful, so gaining their insight again is very valuable. Audiences often will not react to communication activities barrier and materials the way creators expected. Testing materials will help determine the most effective concepts, logos, benefit research you did earlier and other communication materials. Testing allows people from your target audience to offer feedback on what aspects of the concept or communication material they like and what they do not like. After showing several concepts or material drafts to your target audiences, refine your work based on their feedback. There are two types of testing: concept testing and pre-testing. Concept testing can help you assess the target audiences’ reaction to the campaign concepts or ideas. It can help identify problems with messages so you can improve them and also give you new ideas. Pre-testing allows you to test communication material drafts before releasing adapt them to your target audience and general population. It will help you avoid expenses, ineffective materials, and public embarrassment if something is inadvertently offensive. There are six steps in the testing process:audience.

Positioning Statement. The A positioning statement outlines how the desired behavior is perceived by the target audience when compared to other similar products. While it is not the final message for your audiences, the positioning statement will help you developed earlier goes heredevelop messages that emphasize a key selling point that differentiates your product from the competition. Key BenefitIt can highlight specific behaviors, showcase benefits, overcome barriers, and overshadow the competition. Again, this is for internal use only and is not to be shared with your audiences. A positioning statement has four components: Describe target audience, targeted behavior, competition and point of differentiation. You identified the main benefits – from first three in previous chapters. The point of differentiation addresses the audience’s perspective - that perception of what they will gain by adopting the desired behavior. It reflects what they truly desire, such as the pride in being a good parent and doing everything possible to ensure their children stay healthy. The point of differentiation is rarely the actual scientific benefit. Many health communication messages do not lead to behavior change because they seek to teach the medical truth rather than to address the audience’s ideas and perceptions. To find the target audience will receive from adopting audience’s benefit, you must go beyond the obvious to identify what they truly desire. To help develop a positioning statement, fill in the blanks in this new behaviorsentence with your specific information: For [TARGET AUDIENCE], [TARGETED BEHAVIOR] is the [POINT OF DIFFERENTIATION] and is more important and beneficial than [COMPETITION]. Support Statements: Describe the reasons why the benefits outweigh the costs. Style and Tone: Describe the feeling that this communication should have. Authoritative, light, emotional, etc. Note any existing graphic standards that The template does not need to be consideredfollowed exactly, but each of the four components (target audience, targeted behavior, point of differentiation, and competition) must be there. MediaHere are some examples: List what communication channels that should be addressed. For example, posters, factsheets, television commercials, radio spots, etc. Creative considerations: Write anything else the creative team should know, such as what languages should be used, what images you would like depicted, different nationalities that should be represented, etc. An example creative brief for the Armenia campaign is below. Creative Brief Background: Increase the amount of fortified products purchased to improve nutrition in Armenia. Target Audiences: Mothers (women age 25+), as they are most likely to purchase flour and handle the family’s healthcare needs, low and middle-income Target Behaviors: To purchase and consume fortified flour and by-products Positioning Statement:  For Armenian mothers, buying fortified products is an investment in the health of their family, a way to ensure the best health for their family, and more important and beneficial than buying cheaper, unfortified products. Key Benefit: A healthier For Armenian millers, more productive familythe process of fortifying flour is three easy steps (getting equipment, procuring premix, and mixing premix into the flour) that would improve the health of Armenians. Support Statements: • Health problems from vitamin It is so simple that it makes no sense not to put vitamins and mineral deficienciesminerals in flour.  For Armenian policy makers, such as iron-deficiency anemia (XXX) creating mandatory fortification legislation is a way to save the government money and neural tube defects (NTDs)increase productivity, and it outweighs the benefits of not creating a law. Use your previous research to help create positioning statements for each target audience. Also look at the list of statements below for ideas that support the motivational key benefit messaging. Iron and folic acid are widespread in Armenia the two most common fortificants added to wheat flour, thus nutrition information regarding these fortificants is included. The support statements have been divided by topic and can be easily prevented used with fortified floura variety of audiences according to their barriers and benefits. • Fortified flour is essentially the same as unfortified flour except Please note that it has added vitamins these are ideas only and minerals for better health. • Buy and consume fortified flour are not intended to prevent iron and folic acid deficiencies. Style and Tone: Tone should be authoritative, but light. Not very serious. Must include logo. Media: Television news stations should be a primary target because 39% of Armenians say they watch news more than any other content. The three TV channels that should be used in this campaign are Shant TV, H1, and Armenia TVdirectly with your target audience. News shows on these channels should be targeted If you want to carry news stories of the campaign. Also, commercials should be played most during the most popular soap operas on these channels. This will help focus the campaign on two viewing consumer audiences and split costs most effectively. Creative considerations: Commercial should be in Armenian. Perhaps depict a mother with whom the target audience can relate. Create your own creative briefs using the template below for each target audience and communicational channel you would like to use. Creative Brief Background: Target Audiences: Target Behaviors: Positioning Statement: Key Benefit: Support Statements: Style and Tone: Media: Creative considerations: Pros & Cons of Differ Communications Method ent Communications Channels and Activities Pros Cons Factsheet • Easily shares scientific or in-depth information (good for policy makers and health providers) • Good to answer frequently asked questions or provide how-to information • Inexpensive • Can be difficult to reach large groups • Audience must have interest and desire to read it • Difficult for less literate audiences Poster/Billboard • If placed well, can reach lots of people • Can reach larger than intended audience • Can be placed where fortified products are sold • Inexpensive • Only provides a small amount of information • Might be difficult to get businesses to hang posters • Audience usually must be literate Television commercial • Can reach many people • Can reach beyond immediate target audience • Repetition of messages • Can show visuals and model behaviors visually • Expensive • Message can be obscured by commercial messages • Audience may skip over commercials Radio commercial or spot • Inexpensive • Has a large reach • Opportunity for audience involvement if they call in • Hard to communicate the logo part of the brand due to lack of visuals • Often reaches smaller group of consumers than television Study tour • Shows how effective and simple fortification can be • Can act as a final push for policy makers to pass the law • Expensive • Takes a lot of time to plan the schedule, and you are dependent on others for the schedule Events (town hall meetings, parties, etc.) • Can be inexpensive • Can reach beyond immediate target audience • Can be an opportunity to share the experience of those with micronutrient deficiencies • Can be expensive • Harder to provide tailored messages Newspapers, television news, or other news media • Coverage can be free • Has a large reach • Can reach larger than intended audience • Can provide detailed information • Often little control over the content of the story shared • Print media not good for less literate audiences Testing Logos, Messages, or Activities It is easy to think that after all of your researchuse them, you can easily create effective communication materials. However, it is will need to ensure that they are in line with the target audience who will make this campaign successful or unsuccessful, so gaining their insight again is very valuable. Audiences often will not react to communication activities barrier and materials the way creators expected. Testing materials will help determine the most effective concepts, logos, benefit research you did earlier and other communication materials. Testing allows people from your target audience to offer feedback on what aspects of the concept or communication material they like and what they do not like. After showing several concepts or material drafts to your target audiences, refine your work based on their feedback. There are two types of testing: concept testing and pre-testing. Concept testing can help you assess the target audiences’ reaction to the campaign concepts or ideas. It can help identify problems with messages so you can improve them and also give you new ideas. Pre-testing allows you to test communication material drafts before releasing adapt them to your target audience and general population. It will help you avoid expenses, ineffective materials, and public embarrassment if something is inadvertently offensive. There are six steps in the testing process:audience.