There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.
Abramowitz, Michele; Barwise, Leah; Berardi, Marissa; Brangi, Alyssa; Breault, Megan; Connolly, Matthew; Czasonis, Daniel; Dranoff, Lauren; Dutton, Hillary; Fernandez, Victoria; Fitzgerald, Ross; Grossbard, Matthew; Hancock, Holly; Johansen, Anker; Kiskinis, Karlene; Landry, Erynne; Lingg, Amanda; O'Keefe, Christopher; Parcel, Shane; Reddy, Lisa; Silva, Matthew; Summa, Anthony; Micken, Kathleen; Alexander, Kelsey; Barresse, Morgan; Bole, Jacqueline; Brenner, Cindy; Ha Bui, Phuong; Cloutier, Samantha; Couto, Christine; Lauer, Kaitlyn; Micela, Christina; Milano, David; Palmer, Kyle; Quigley, Rebecca; Roberto, Alexa; Sanchez-Vega, Gabriela; Sullivan, Margaret; Walter, Laura; Way, Courtney; Williams, Alan; Young, Cody; Cutting, Alan; and Robinson, Arnold, "East Bay Coalition for the Homeless: Branding Study and Marketing Strategy" (2013). Business. 5.