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CONTENT STRATEGY PITCHMorgan Jones, Molly Mattessich, Biljana Milenkovic, Ross Moulton, & Carly Raasch
THE SITUATIONIT’S TIME FOR A WEB MAKEOVER
The Neighborhood Design Center deems itself a “Catalyst for Change.”
THE SITUATIONIT’S TIME FOR A WEB MAKEOVER
But, its website doesn’t invoke the spirit of change.
The Neighborhood Design Center deems itself a “Catalyst for Change.”
what’s the fix?SO,
OUR PLAN:
OUR PLAN:Content is KING
Through compelling stories, strategic use of our digital properties, and a passion for delivering unique and inspiring content, we seek to reach our volunteers, donors, and beneficiaries to build our membership, ensure our lasting legacy, and continue to design and develop sustainable communities.
CONTENTMISSION STATEMENT
Target Personas
Key Messages & Themes
Unique Differentiators
ContentVoice
Who are we talking to?
Target Personas
Key Messages & Themes
Unique Differentiators
ContentVoice
What’s our tone?
Target Personas
Key Messages & Themes
Unique Differentiators
ContentVoice
Target Personas
Key Messages & Themes
Unique Differentiators
ContentVoice
What are we saying?
How are we different?
Target Personas
Key Messages & Themes
Unique Differentiators
ContentVoice
PERSONASTARGET
Mid-Late 20’s Lives in Baltimore, Maryland B.S. Landscape Architecture, working on M.S. Urban
Design Previous volunteer experience with Engineers w/o
Borders Tech-y Detailed-oriented, likes to read the specs of his
purchases Cares about environment/sustainability Works for a small architecture firm near Baltimore Likes sci-fi, comedy, uses social media
Rob Marston
PERSONASTARGET
Arianna Cole MBA/ B.S. Engineering 45-55 years old Detailed oriented, but has to be the “big picture”
decision maker Lives in Maryland Sits on boards for Baltimore Community
Foundation, Parks & People Foundation Reads journals, magazines, news on new eco-
friendly solutions for redevelopment projects, “green” initiatives, development of beautification of neighborhoods
Moderate-large following on LinkedIn, Twitter, Facebook
VOICECONTENT
The Pioneer is..……..
VOICECONTENT
The Pioneer is..……..curious ..……..innovative..…..…optimistic
VOICECONTENT
Volunteers & Partners that ..……..
..……..
..…..…
VOICECONTENT
Volunteers & Partners that ..…….. try new ideas
..……..
..…..…
VOICECONTENT
Volunteers & Partners that ..…….. try new ideas
..…….. think outside the box
..…..…
VOICECONTENT
Volunteers & Partners that ..…….. try new ideas
..…….. think outside the box
..…..… adopt a brave & pioneering spirit
VOICECONTENT
Content that is innovative, reforming, & supportive of the fresh ideas from
community members & skilled volunteers.
THEMES & MESSAGESKEY
The NDC Legacy - 45 years of positive change
1
The NDC Impact - volunteers transform communities
2
Cultivating communities through collaborative partnerships
3Innovative sustainable design ideas can make a scalable difference4
DIFFERENTIATORSUNIQUE
SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the NDC staff
1
SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the NDC staff
Underscore the primary messages through
strategic use of tone & format
2
1
SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the NDC staff
Underscore the primary messages through
strategic use of tone & format
2
Ensure the appropriate resources are allocated
1 3
SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the NDC staff
1
Underscore the primary messages through
strategic use of tone & format
2
Ensure the appropriate resources are allocated
3
Capture appropriate and measurable
metrics 4
SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the NDC staff
1
Underscore the primary messages through
strategic use of tone & format
2
Ensure the appropriate resources are allocated
3
Capture appropriate and measurable
metrics 4
Maximizes the digital channels
5
EditorialCalendar
EditorialCalendar
Measurable content that follows the buyer’s journeys
Direction for the overall content development & distribution processEngagement parameters
Strong calls to action
Strategic use of resources (leveraging & repurposing content)
InternsMedia Consultant
VolunteersPartners
DIRECTOR OF COMMUNICATIONS
Organizational Process
Voice, Frequency,Volume,Format
Tailor to the two target personas
Establish trust
Frame the NDC as a thought leaderDemonstrate the NDC is worth the target audiences’ time and money at each stage of the buyer’s journey.
Voice, Frequency,Volume,Format
Tailor to the two target personas
Establish trust
Frame the NDC as a thought leaderDemonstrate the NDC is worth the target audiences’ time and money at each stage of the buyer’s journey. 4-1-1 Plan
Measurement Plan
Measurement Plan
Focus on website, blog, form page, email, and social media
Measure content creation & consumptionMeasure against monthly change goalsRealistic/practical deliverables
Content Audit
Push out pieces through the various distribution channels & repurpose the content in new formats
Incorporate website content into new strategy plan
Use compelling and clear photos from Facebook
Use videos and descriptions of past projects & events
Distribution PlanInbound marketing & demand generation
Forum examples
Smashing the pumpkin
CONTENT PIECES
The NDC Blog
Elevates the NDC’s key messages
Tells a compelling story through the lens of a volunteer
Provides a space when others can take action
Is mission-centric
About Us Page
Answers how the NDC relates to its visitors
Provides tangible results to establish who the NDC is
States the “need”
CONCLUSION