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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.”
But, its website doesn’t invoke
the spirit of change.
The Neighborhood Design Center
deems itself a “Catalyst for Change.”
THE SITUATIONIT’S TIME FOR A WEB MAKEOVER
SO,what’s the fix?
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
who are we
talking to?
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
what’s our
tone?
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
what are we
saying?
how are we
different?
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
TARGET PERSONASwho are talking to?
28 years old
Lives in Baltimore, MD
Landscape architect
Detailed-oriented
Techie
Cares about the environment and sustainability.
Utilizes social media (Facebook, Twitter, Linkedin,
Pinterest) for personal and professional
development and information
THE VOLUNTEERRob Marston
THE VOLUNTEERRob Marston’s Buyer’s Journey
Awareness Evaluation Purchase
THE VOLUNTEERRob Marston’s Buyer’s Journey
Evaluation PurchaseAwareness
Friends’ social media
posts
Eco happy hours
THE VOLUNTEERRob Marston’s Buyer’s Journey
EvaluationAwareness Purchase
Website, blogs, videos
Brochures, annual reports
THE VOLUNTEERRob Marston’s Buyer’s Journey
PurchaseEvaluationAwareness
Facebook, Twitter
About Us page
THE DONORArianna Cole
51 years old
Lives in Potomac, MD
Partner/President of boutique design
consulting firm
“Big-picture” decision maker
Reads journals/news on eco-friendly solutions
for redevelopment projects
Utilizes social media (Facebook, Twitter,
Linkedin, Pinterest) for industry trends and
professional development
THE DONORArianna Cole’s Buyer’s Journey
Awareness Evaluation Purchase
THE DONORArianna Cole’s Buyer’s Journey
Evaluation PurchaseAwareness
Online searches for
industry trending topics
Facebook/Twitter
THE DONORArianna Cole’s Buyer’s Journey
EvaluationAwareness Purchase
Website, blogs, case
studies
Brochures, annual reports
THE DONORArianna Cole’s Buyer’s Journey
PurchaseEvaluationAwareness
Video, guest blogs, social
media
About Us page, automatic
CONTENT VOICEwhat’s our tone?
The Pioneer is ..……..curious
..……..innovative
..…..…optimistic
Seeking Volunteers
& Partners
that ..……..
..……..
..…..…
Seeking Volunteers
& Partners
that ..…….. try new ideas
..……..
..…..…
Seeking Volunteers
& Partners
that ..…….. try new ideas
..…….. think outside the box
..…..…
Seeking Volunteers
& Partners
that ..…….. try new ideas
..…….. think outside the box
..…..… adopt a brave and
pioneering spirit
Content that is innovative, reforming,
& supportive of the fresh ideas from
community members & skilled volunteers.
KEY THEMES & MESSAGESwhat are we saying?
The NDC Legacy - 45 years of positive change1
The NDC Legacy - 45 years of positive change1
The NDC Impact - volunteers transform
communities2
The NDC Legacy - 45 years of positive change1
The NDC Impact - volunteers transform
communities2
Cultivating communities through collaborative
partnerships3
The NDC Legacy - 45 years of positive change1
The NDC Impact - volunteers transform
communities2
Cultivating communities through collaborative
partnerships3
Innovative sustainable design ideas can make a
scalable difference4
UNIQUE DIFFERENTIATORShow are we different?
Unique operating model1
Unique operating model1
Civic component2
Unique operating model1
Civic component2
Strong roots in the community3
OUR PLAN:
OUR PLAN:content is KING
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
Editorial
Calendar
Organizational
Process
Voice,
Frequency,
Volume,
Format
Measurement
Plan
Content Audit
Distribution Plan
CONTENT PIECESvideo, blog, about us
The NDC Blog
About Us Page
Conclusion
Recommended