An organization's position must clearly express its intent, institutional values, aspirations and unique attributes to all audiences. Tunheim Partners helps bring an organization's mission to market by providing executive positioning, strategic counsel and organizational audits and assessments. While organizations that are undergoing significant change are especially in need of a positioning exercise, strategic review of any organization's position helps ensure that positioning statements are credible, cohesive and well-orchestrated, reaching all audiences important to the organization. We probe and test an organization's positioning to ensure that it resonates with the market, giving the organization the agility it needs to adapt to new challenges and opportunities.

POSITIONING PROCESS

The intent of a positioning exercise is to:

• Identify the unique characteristics and attributes of an organization
• Determine the strengths and weaknesses of the organization as recognized by key audiences
• Establish how the organization needs to be perceived to be successful
• Develop a foundation for key messages to be used consistently throughout a broader communications effort

Our approach to building a positioning includes:

Research - The positioning process begins with self-examination, so we review existing research as well as any strategic plans, to the extent that they are available and complete, and conduct an audit to assess the knowledge and opinions held by key stakeholders.

Positioning statement - Drawing on the information gathered, we identify areas of consensus and opportunity, determine conflicts and close gaps. We then develop a concise positioning statement - a short narrative that credibly captures the direction and personality of the organization.

Key messages - Once the positioning statement is finalized, we develop a set of key messages that become the thematic foundation for all communications efforts. These messages provide the basis for achieving coherent, unified, long-term communications objectives.

Communications plan - Building on the positioning and key messages, we develop and execute a comprehensive and measurable marketing communications and public relations plan, or modify an existing plan based on priority markets and short- and long-term business goals.