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P.2.1 Positioning Statement


Develop or improve a positioning statement for your district.


A positioning statement is a concise and compelling description that captures the vibe of your district and gives a person why they should live, work, and/or play in your district. A positioning statement is the foundation of your brand identity and should guide all of your strategic initiatives, programs, events, outreach, marketing – everything you do.


To develop a positioning statement for your downtown district you first take stock of your district’s strengths, assets, attractions, history, events, values, etc. Next identify the target audience that aligns the most with what your district already has to offer. You may have a primary and secondary target audience. For example, families, young professionals, active outdoors people, retired professionals who love art, etc. From there, create a statement that captures what makes your downtown so special for your target audience.

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