Troubleshooting Messaging
Ecology Project International
Agenda
What are we doing?
What do we need to know to have multiple messages?
What do we need to know to improve messaging ...
What are we doing?
Defining the goal
Explaining how we’ll get there
What is our goal?
Having a messaging structure for EPI’s website that
includes donors next to students and teachers.
How are we accomplishing it?
We’ll create a messaging structure for the homepage
that recommends how to implement the mess...
What’s the challenge?
Due to a limited budget, we will restructure the
website but not redesign it.
What do we need to know to have
multiple messages?
Problem of current messages
Audience
Problem: Multiple messages on website
Hands-on work

Conserving
nature

Travel

Students like it

Fun
Audience: Why do students join EPI?
educative
“I would like to know more,
be more conscious, and share
information about o...
Audience: Why do students join EPI?
educative

educative

hands-on

hands-on

“I would like to know more,
What’s the messa...
Audience: Why do teachers join EPI?
great support
“It has been clear that our trip was
the single greatest experience of
a...
Audience: Why do teachers join EPI?
great support
“It has been clear that our trip wasthe
What’s
the single greatest exper...
Audience: Why would donors donate to EPI?
know somoeone in the program
“My nephew was part of the
Costa Rica trip, and he ...
Audience: Why would donors donate to EPI?
know somoeone in the program
“My nephew was part of the
What’s
Costa Rica trip, ...
All three audiences need clear messages
Students

Learn. Travel. Engage. Have Fun.
Teachers

You’ll lead a trip that combi...
What do we need to know to improve
the messaging structure?
Problem of current messaging structure
What other websites do ...
Problem: Scattered content
Donor

Student Donor
Donor

Student
Student
Student

Student

Other

Student

Teachers
Student
Criteria for evaluating other websites
Multiple target groups on website

Seeing if the website has two or more target gro...
From whom do we want to learn?
Multiple Target
Groups

Quality of
Message

Structure of
Content

Visual Storytelling

Phil...
The School for Field Studies

Students Colleges Donors Parents

Multiple Target Groups

Quality of Message

Structure of C...
CharityWater
Message

Philosophy

Multiple Target Groups

Quality of Message

Structure of Content

Visual Storytelling

P...
The Girl Effect
Visual

Multiple Target Groups

Quality of Message

Structure of Content

Visual Storytelling

Philosophy ...
Recommendation
Recommendation for messaging
Recommendation for messaging structure
Combined recommendation
Let’s use individual messages
Students

Learn. Travel. Engage. Have Fun.
Teachers

You’ll lead a trip that combines educat...
Let’s have a section for philosophy
Just like Charity Water. We can use the current philosophy from EPI’s website:

EPI’s ...
Let’s have sections for each group
Philosophy

Students
Donors

Teachers
Let’s combine messages and structure
Philosophy

Students
Donors

Teachers
Let’s combine messages and structure
Thank you
Appendix
More data about audience
Not selected competitor websites
Audience: Media Behavior of Generation X
92%
86%
78%

77%

40%

Email

Banking

Youtube

Facebook Gave through website
Audience: Media Behavior of Baby Boomers

87%

81%
72%

71%

42%

Email

Banking

Youtube

Facebook Gave through website
Audience: Donor Profiles

Aunt Val

Catie

Harold

Arturo
Audience: Donor Profile

Lives in Boston
Married to Paul
Income: $80,000
Office Manager

Aunt Val

Connection to EPI

Dona...
Audience: Donor Profile

41 years old
Lives in San Diego
Single
Income: $70,000
Project Coordinator

Catie

Connection to ...
Audience: Donor Profile
Connection to EPI

Donation Behavior

Media Behavior

Was part of wildlife camp as a child
Overhea...
Audience: Donor Profile
Connection to EPI

Donation Behavior

Saw an EPI camp close to hotel
Got in touch and liked missio...
Competitor: NOLS
Parents

Multiple Target Groups

Quality of Message

Structure of Content

Visual Storytelling

Philosoph...
Competitor: NatureBridge

Donors
Students

Multiple Target Groups

Quality of Message

Structure of Content

Visual Storyt...
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Content Strategy for Ecology Project

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Ecology Project International (EPI) has an outdated website that attempts at reaching out to students, teachers, and donors. EPI offers field trips for students to learn about conservation in countries like Costa Rica, Mexico, and Galapagos Islands. Teachers are encouraged to lead these trips to share their passion. Donors are requested to donate to make the whole experience possible.

The problem was to rearrange the website in a way that it talks to all three groups: students, teachers, and donors. However, EPI's budget is limited, thus they can't afford a redesign of their website, but rather a restructuring.

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Content Strategy for Ecology Project

  1. 1. Troubleshooting Messaging Ecology Project International
  2. 2. Agenda What are we doing? What do we need to know to have multiple messages? What do we need to know to improve messaging structure? What’s the recommendation?
  3. 3. What are we doing? Defining the goal Explaining how we’ll get there
  4. 4. What is our goal? Having a messaging structure for EPI’s website that includes donors next to students and teachers.
  5. 5. How are we accomplishing it? We’ll create a messaging structure for the homepage that recommends how to implement the messages for each audience group.
  6. 6. What’s the challenge? Due to a limited budget, we will restructure the website but not redesign it.
  7. 7. What do we need to know to have multiple messages? Problem of current messages Audience
  8. 8. Problem: Multiple messages on website Hands-on work Conserving nature Travel Students like it Fun
  9. 9. Audience: Why do students join EPI? educative “I would like to know more, be more conscious, and share information about our environment.” Ana hands-on “one day patrolling beaches to protect sea turtles will no longer be necessary.” Eleanor helping “I decided that I wanted to do something to help.” Elise
  10. 10. Audience: Why do students join EPI? educative educative hands-on hands-on “I would like to know more, What’s the message we can reach “one day patrolling beaches to be more conscious, and share protect sea turtles will no longer information about our environment.” be necessary.” helping helping “I with? themdecided that I wanted to do something to help.” Learn. Travel. Have Fun. Ana Eleanor Elise
  11. 11. Audience: Why do teachers join EPI? great support “It has been clear that our trip was the single greatest experience of a lifetime for many of us. Couldn’t have been so without the exemplary efforts of the EPI staff.” Tim sharing travel experience “Travel has always been an important part of my life and sharing the experience of going to anforeign land has been a highlight for me.” Laurie enjoys leading educational trips “Based on my prior experience, I am quite confident in recommending EPI to any school looking for more than ‘just-aschool-trip.” Eric
  12. 12. Audience: Why do teachers join EPI? great support “It has been clear that our trip wasthe What’s the single greatest experience of a lifetime for many of us. Couldn’t have been so without the exemplary efforts of the EPI staff.” sharing travel experience enjoys leading educational trips “Based on my message we been an “Travel has always can reach them with? prior experience, important part of my life and sharing the experience of going to anforeign land has been a highlight for me.” I am quite confident in recommending EPI to any school looking for more than ‘just-aschool-trip.” You’ll lead a trip that combines education, nature, and travel Tim Laurie Eric
  13. 13. Audience: Why would donors donate to EPI? know somoeone in the program “My nephew was part of the Costa Rica trip, and he had so much fun and learned for life, I want more children to have this.” Aunt Val were part of a similar program affected by environmental changes “I remember when I was young and went on a wilderness trip. It was the best time in my life.” Harold “I’ve always been fascinated by marine wildlife. Each year, I can see fewer sealions on the coasts of my hometown in Mexico.” Arturo
  14. 14. Audience: Why would donors donate to EPI? know somoeone in the program “My nephew was part of the What’s Costa Rica trip, and he had so much fun and learned for life, I want more children to have this.” were part of a similar program affected by environmental changes “I’ve always “I remember we was reach the message when Ican young them with? been fascinated by and went on a wilderness trip. It was the best time in my life.” marine wildlife. Each year, I can see fewer sealions on the coasts of my hometown in Mexico.” Enabling students experience change through hands-on field work. Aunt Val Harold Arturo
  15. 15. All three audiences need clear messages Students Learn. Travel. Engage. Have Fun. Teachers You’ll lead a trip that combines education, nature, and travel Donors Enabling students to experience change through hands-on field work.
  16. 16. What do we need to know to improve the messaging structure? Problem of current messaging structure What other websites do good
  17. 17. Problem: Scattered content Donor Student Donor Donor Student Student Student Student Other Student Teachers Student
  18. 18. Criteria for evaluating other websites Multiple target groups on website Seeing if the website has two or more target groups. Quality of messaging (clear) Measuring if websites have strong and clear messages to their target audience. Organized structure of content Evaluating the degree of structure. Where does the eye start looking at, where does it continue. Is there a flow that guides the eyes through the website. Visual storytelling Analyzing if the website uses images that tell a story and that enhance messaging or philosophy. Philosophy of company Recognizing the quality of the philosophy of website. Evaluating if philosophy adds value to user’s understanding.
  19. 19. From whom do we want to learn? Multiple Target Groups Quality of Message Structure of Content Visual Storytelling Philosophy of Website SFS CharityWater Girl Effect Explanation of measurements Not existent Poor Average Good Very good
  20. 20. The School for Field Studies Students Colleges Donors Parents Multiple Target Groups Quality of Message Structure of Content Visual Storytelling Philosophy of Website
  21. 21. CharityWater Message Philosophy Multiple Target Groups Quality of Message Structure of Content Visual Storytelling Philosophy of Website
  22. 22. The Girl Effect Visual Multiple Target Groups Quality of Message Structure of Content Visual Storytelling Philosophy of Website
  23. 23. Recommendation Recommendation for messaging Recommendation for messaging structure Combined recommendation
  24. 24. Let’s use individual messages Students Learn. Travel. Engage. Have Fun. Teachers You’ll lead a trip that combines education, nature, and travel Donors Enabling students experience change through hands-on field work.
  25. 25. Let’s have a section for philosophy Just like Charity Water. We can use the current philosophy from EPI’s website: EPI’s mission is to improve and inspire science education and conservation efforts worldwide through field-based student-scientist partnerships.
  26. 26. Let’s have sections for each group Philosophy Students Donors Teachers
  27. 27. Let’s combine messages and structure Philosophy Students Donors Teachers
  28. 28. Let’s combine messages and structure
  29. 29. Thank you
  30. 30. Appendix More data about audience Not selected competitor websites
  31. 31. Audience: Media Behavior of Generation X 92% 86% 78% 77% 40% Email Banking Youtube Facebook Gave through website
  32. 32. Audience: Media Behavior of Baby Boomers 87% 81% 72% 71% 42% Email Banking Youtube Facebook Gave through website
  33. 33. Audience: Donor Profiles Aunt Val Catie Harold Arturo
  34. 34. Audience: Donor Profile Lives in Boston Married to Paul Income: $80,000 Office Manager Aunt Val Connection to EPI Donation Behavior Media Behavior Nephew participated in camp Donated $500 Donates annually to The Animal Rescue League of Boston Children’s Hospital Cathedral of Holy Cross Facebook 2-3 times a week To connect with friends and sorority sisters Shares articles, old pictures, happy birthday wishes Youtube for how-to tutorials
  35. 35. Audience: Donor Profile 41 years old Lives in San Diego Single Income: $70,000 Project Coordinator Catie Connection to EPI Donation Behavior Media Behavior Employer has chosen EPI as annual charity cause Donated $50 for leatherback turtle nest Buys cookies from Girls Scout Supports her friends’ charity runs Uses Facebook daily Uses Instagram to post selfies
  36. 36. Audience: Donor Profile Connection to EPI Donation Behavior Media Behavior Was part of wildlife camp as a child Overheard conversation about EPI Donates regularly to the Republican Party Organizes fundraisers for local soccer team Reactivated Facebook recently Connects to old female friends Harold 48 years old Lives in Boulder, Colorado Divorced, three young children Income: $85,000 Field Engineer
  37. 37. Audience: Donor Profile Connection to EPI Donation Behavior Saw an EPI camp close to hotel Got in touch and liked mission Donates $350 annually Donates regularly to Cruz Roja Familiar with Facebook and Trip Advisor Mexicana Promotes his hotels nationally and Gives to Campamento Tortuguero Don internationally Manuel Orantes 52 years old Lives in Hermosillo, Mexico Married, four children Income: $150,000 Hotel Owner Media Behavior Arturo
  38. 38. Competitor: NOLS Parents Multiple Target Groups Quality of Message Structure of Content Visual Storytelling Philosophy of Website
  39. 39. Competitor: NatureBridge Donors Students Multiple Target Groups Quality of Message Structure of Content Visual Storytelling Philosophy of Website

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