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Ndc prez Ndc prez Presentation Transcript

  • CONTENT STRATEGY PITCH Morgan Jones, Molly Mattessich, Biljana Milenkovic, Ross Moulton, & Carly Raasch
  • THE SITUATION IT’S TIME FOR A WEB MAKEOVER The Neighborhood Design Center deems itself a “Catalyst for Change.”
  • THE SITUATION IT’S TIME FOR A WEB MAKEOVER The Neighborhood Design Center deems itself a “Catalyst for Change.” But, its website doesn’t invoke the spirit of change.
  • SO, what’s the fix?
  • OUR PLAN:!
  • OUR PLAN:! Content is KING
  • CONTENT MISSION STATEMENT 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.
  • Target Personas Content Voice Key Messages & Themes Unique Differentiators
  • Target Personas Who are we talking to?! Content Voice Key Messages & Themes Unique Differentiators
  • Target Personas Content Voice Whatʼs our tone?! Key Messages & Themes Unique Differentiators
  • Target Personas Content Voice Key Messages & Themes What are we saying?! Unique Differentiators
  • Target Personas Content Voice Key Messages & Themes Unique Differentiators How are we different?!
  • TARGET! PERSONAS! Rob Marston! §  §  §  §  §  §  §  §  §  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
  • TARGET! PERSONAS! 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
  • CONTENT! VOICE! The Pioneer is!..……..
  • CONTENT! VOICE! The Pioneer is!..……..curious ..……..innovative ..…..…optimistic
  • CONTENT! VOICE! Volunteers & Partners that! ..…….. ..…….. ..…..…
  • CONTENT! VOICE! Volunteers & Partners that! ..…….. try new ideas ..…….. ..…..…
  • CONTENT! VOICE! Volunteers & Partners that! ..…….. try new ideas ..…….. think outside the box ..…..…
  • CONTENT! VOICE! Volunteers & Partners that! ..…….. try new ideas ..…….. think outside the box ..…..… adopt a brave & pioneering spirit
  • CONTENT! VOICE! Content that is innovative, reforming, & supportive of the fresh ideas from community members & skilled volunteers.
  • KEY! THEMES & MESSAGES! 1! The NDC Legacy - 45 years of positive change 2! The NDC Impact - volunteers transform communities 3! Cultivating communities through collaborative partnerships 4! Innovative sustainable design ideas can make a scalable difference
  • UNIQUE! DIFFERENTIATORS!
  • SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN
  • SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN 1! Guide the NDC staff
  • SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN 1! Guide the NDC staff Underscore the primary messages through strategic use of tone & format 2!
  • SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN 1! 3! Guide the NDC staff Ensure the appropriate resources are allocated Underscore the primary messages through strategic use of tone & format 2!
  • SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN 1! 3! Guide the NDC staff Ensure the appropriate resources are allocated Underscore the primary messages through strategic use of tone & format 2! Capture appropriate and measurable metrics 4!
  • SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN 1! 3! 5! Guide the NDC staff Ensure the appropriate resources are allocated Maximizes the digital channels Underscore the primary messages through strategic use of tone & format 2! Capture appropriate and measurable metrics 4!
  • Editorial Calendar
  • Direction for the overall content development & distribution process Editorial Calendar Engagement parameters Strong calls to action Strategic use of resources (leveraging & repurposing content) Measurable content that follows the buyer’s journeys
  • Organizational Process DIRECTOR OF COMMUNICATIONS" Partners Media Consultant Volunteers Interns
  • Voice, Frequency, Volume, Format Tailor to the two target personas Establish trust Frame the NDC as a thought leader Demonstrate 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 & consumption Measure against monthly change goals Realistic/practical deliverables
  • Content Audit Incorporate website content into new strategy plan Use compelling and clear photos from Facebook Use videos and descriptions of past projects & events Push out pieces through the various distribution channels & repurpose the content in new formats
  • Distribution Plan Inbound marketing & demand generation Forum examples Smashing the pumpkin
  • CONTENT ! PIECES
  • The NDC Blog
  • Tells a compelling story through the lens of a volunteer Is mission-centric Elevates the NDC’s key messages Provides a space when others can take action
  • About Us Page
  • Provides tangible results to establish who the NDC is States the “need” Answers how the NDC relates to its visitors
  • CONCLUSION