Positioning Elements

The following positioning elements are designed to set Lewis & Clark apart from similarly situated institutions of higher education and lay the foundation for all communication strategies and messaging:

• Academic leader
• In and of Portland: a shared progressive/innovative ethos with the Portland community
• Engaged globally and locally

These elements do not represent the exact words that must be used, but rather convey the essential ideas. These ideas can be communicated through storytelling that may incorporate compelling statistics, imagery, and design.

You can find fully developed examples of how the message platform and positioning elements are put into practice in a recent brochure (pdf) produced for distribution to public influencers and prospective donors or in any issue of the Chronicle.