Transforming the lives of youth at the edge through the power of performance in art PlayWrite’s Objectives Build PlayWrite’s individual donor base Improve relationships with each individual donor Team Jillian Toda Social Media Strategist Christopher Palacios Graphic Designer / Website Design Tony Coray Content Strategist / Copywriter Bryan Young Project Manager Strategy: Develop a Content Marketing strategy to help PlayWrite communicate its mission more fully and effectively across all channels. New content will highlight the range of participants involved in PlayWrite (students, coaches, actors, staff, etc.) and how the organization has impacted their lives. These stories will help PlayWrite foster a stronger sense of community with its audience, and pull users into the newly redesigned website. Once they are on the website there will be redesigned ways of engaging with the donor base. Enhanced sign up and more streamlined donation pages should help to foster donations in the future. Finally a redesigned social media strategy will help to engage their Facebook audience. This will include more focused posts and hashtags, along with another source to distribute the newly created content. Scope Of Work: -Develop Content Marketing Strategy -Refine Social Media Strategy -Redesign website to allow for rotating content and ease of use -Make recommendations on email strategy, social media tools, and content marketing tools -Transition to Mail Chimp from Emma to ease workload

Transforming the lives of youth at the edge through the … the lives of youth at the edge through the power of performance in art PlayWrite’s Objectives Build PlayWrite’s individual

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Page 1: Transforming the lives of youth at the edge through the … the lives of youth at the edge through the power of performance in art PlayWrite’s Objectives Build PlayWrite’s individual

Transforming the lives of youth at the edge through the power of performance in art

PlayWrite’sObjectivesBuildPlayWrite’sindividualdonorbase

ImproverelationshipswitheachindividualdonorTeam

JillianTodaSocialMediaStrategist

ChristopherPalaciosGraphicDesigner/WebsiteDesign

TonyCorayContentStrategist/Copywriter

BryanYoungProjectManager

Strategy:DevelopaContentMarketingstrategytohelpPlayWritecommunicateitsmissionmorefullyandeffectivelyacrossallchannels.NewcontentwillhighlighttherangeofparticipantsinvolvedinPlayWrite(students,coaches,actors,staff,etc.)andhowtheorganizationhasimpactedtheirlives.ThesestorieswillhelpPlayWritefosterastrongersenseofcommunitywithitsaudience,andpullusersintothenewlyredesignedwebsite.Oncetheyareonthewebsitetherewillberedesignedwaysofengagingwiththedonorbase.Enhancedsignupandmorestreamlineddonationpagesshouldhelptofosterdonationsinthefuture.FinallyaredesignedsocialmediastrategywillhelptoengagetheirFacebookaudience.Thiswillincludemorefocusedpostsandhashtags,alongwithanothersourcetodistributethenewlycreatedcontent.

ScopeOfWork:-DevelopContentMarketingStrategy-RefineSocialMediaStrategy-Redesignwebsitetoallowforrotatingcontentandeaseofuse-Makerecommendationsonemailstrategy,socialmediatools,andcontentmarketingtools-TransitiontoMailChimpfromEmmatoeaseworkload

Page 2: Transforming the lives of youth at the edge through the … the lives of youth at the edge through the power of performance in art PlayWrite’s Objectives Build PlayWrite’s individual

FinalDeliverables

WebsiteRedesign• Setuplocationforcontenttoreside• Redesigneddonationandsignuplinks• TransitionfromEmmatoMailChimp

ContentStrategy• DevelopedaplantocreateandimplementprofilesofthePlayWritefamily• Providedaneditorialcalendartohelporganizenewcontentandpromoteitthroughemailand

socialmedia.• OutlinedanapproachtointegratetheprofilesintoPlayWrite’swebsite,andhelpeddevelop

copyfornewandredesignedpages.• Providedguidelinesforhowtowriteengagingstoriesaboutthetransformationalnatureof

PlayWrite’swork.

SocialMediaStrategy• Createdasocialmediastrategyreportwithspecificrecommendationsforcontent,channelsand

streamliningprocesses• RecommendedbrandambassadorstrategyforalumniofPlayWrite’sprogram• Compiledaresourceguideoftoolstoaidindesign,photoediting,contentcuration,andsocial

trends/hashtagcampaigns