The document outlines a content marketing strategy for the U.S. Committee for Refugees and Immigrants (USCRI). The goals are to raise the organization's profile, gain media exposure, tell stories of refugees and migrants, establish thought leadership, and encourage online fundraising. The strategy involves shaping the messaging and storylines, defining target platforms like social media, and creating and curating inspiring, educational and engaging content. Metrics like online donations and email subscribers would then be used to measure the results of the multi-channel content marketing approach.

1. CREATE A CONTENT ENGINE
Uncover your brand voice.

2. Creativity at 70 mph

6. How can you cut through the noise?

7. CONTENT
the creative packaging + the toy inside!

8. An emotional connection
between your organization and your audiences.

9. U.S. Committee for Refugees and Immigrants
A 100-year-old organization…
experimenting with the social web.
CASE STUDY

11. USCRI’S Goals
 Raise
organiza,on
profile
 Gain
media
exposure
 Tell
stories
 Establish
thought-­‐leadership
 Encourage
online
fundraising

12. Shape the Story
Define the Platforms
Create the Content
Measure the Results

13. Shape the Story

14. Messaging

18. Positioning - Now
Interna'onal
Domes'c
Harm
Home

19. Positioning - Ideal
Interna'onal
Domes'c
Harm
Home

20. Storyline

21. The
Issues
Program
Success
The
Human
Story,
The
American
Story
Migrants’
Achievements

22. Campaign Concept

23. Campaign Attributes
Meaningful.
Conveys
brand
essence.
Flexible.
Works
across
programs
and
the
en,re
brand.
Func'ons
as
a
framework.
Can
contain
many
messages.
Timeless.
2013
and
beyond.
Adaptable.
Online,
offline,
and
across
social.
#HereForGood
Emo'onal.
Clear
and
powerful.
Mo'va'ng.
Call
to
ac,on,
posi,vely
contagious.

24. Here for Good

25. Brand Personality

26. Brand Personality
service-­‐oriented
red
old
ac,vists
voracity
tenacious
brave
impar,al
(poli,cally-­‐balanced)
non-­‐sectarian
human-­‐focused

31. Define the Platforms

32. USCRI’s Social Ecosystem
DC
1
5
6
4
3
2

34. Create the Content

36. Content Planning
Educa'onal
Inspira'onal
Engaging
Call
to
ac'on
The
Issues
Graphics
and
stats
showing
numbers
and
concentra,on
of
refugees.
USCRI
Program
Success
%
of
self-­‐sufficient
within
180
days.
Volunteer
quota,ons.
Sign
up
for
more
email
alerts!
Migrant
Stories
Cultural
impact.
Mentor
stories.
Drawing
parallels
of
historical
immigra,on
waves.
Asking
for
par,cipa,on.
Types
Topics

42. Content Curation

49. Measure the Results

52. Multichannel Benefits

54. The
Issues:
Hope,
Courage
Migrant
Stories
I:
Humanitarian
Quotes
USCRI
Programs
Migrant
Stories
II:
Immigra'on
Stories
The
Issues
II:
Myths
&
Facts

55. The
Issues:
Hope,
Courage
Migrant
Stories
I:
Humanitarian
Quotes
USCRI
Programs
Migrant
Stories
II:
Immigra'on
Stories
The
Issues
II:
Myths
&
Facts

56. Online Donations
+
33%
3/2012
-­‐
4/2012
3/2013
-­‐
4/2013

57. Email Subscribers
+
53%
3/2012
-­‐
4/2012
3/2013
-­‐
4/2013

58. Q&A
Laura
Kisailus
LKisailus@ForumOne.com