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This was not a live client, but just a case study. The strategy was rated highest in the class and was suggested by Wendy Cochrane (Red&Yellow part time tutor) to be presented to the NSRI in Cape Town,
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A short historyThe challengeCurrent positioningCompetitive reviewInsightsTarget marketNew positioning
A short history…
The challenge
Volunteers
Core Benefit
Funding
COMMUNICATION
Tone
Heavy
Light
Awareness
Low High
Ocean Community
Target market
VolunteersDonors
adventure guardian
adventurecommitted
community challenging
heroicgood will
responsibility
respect
pride
supportfulfilling
bravery
belonging
passionate
adventure
escape
appreciation
freedom
community
bravery
happinessexcitingcalm
family
livelihood
peacerisky
safety
relaxingrespect
challenging
fulfillingbelonging
adventure
community
fulfilling
respect
belonging
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.
Just you, the ocean…
…and usJust you, the ocean…and us.
Go for it…
…we’re always on board.
Supporting your livelihood.
We get it.
In our element.
Go get ‘em.
Thank You
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