Ndc prez

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.”

THE SITUATIONIT’S TIME FOR A WEB MAKEOVER

But, its website doesn’t invoke the spirit of change.

The Neighborhood Design Center deems itself a “Catalyst for Change.”

what’s the fix?SO,

OUR PLAN:

OUR PLAN:Content is KING

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

Target Personas

Key Messages & Themes

Unique Differentiators

ContentVoice

Who are we talking to?

Target Personas

Key Messages & Themes

Unique Differentiators

ContentVoice

What’s our tone?

Target Personas

Key Messages & Themes

Unique Differentiators

ContentVoice

Target Personas

Key Messages & Themes

Unique Differentiators

ContentVoice

What are we saying?

How are we different?

Target Personas

Key Messages & Themes

Unique Differentiators

ContentVoice

PERSONASTARGET

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

Rob Marston

PERSONASTARGET

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

VOICECONTENT

The Pioneer is..……..

VOICECONTENT

The Pioneer is..……..curious ..……..innovative..…..…optimistic

VOICECONTENT

Volunteers & Partners that ..……..

..……..

..…..…

VOICECONTENT

Volunteers & Partners that ..…….. try new ideas

..……..

..…..…

VOICECONTENT

Volunteers & Partners that ..…….. try new ideas

..…….. think outside the box

..…..…

VOICECONTENT

Volunteers & Partners that ..…….. try new ideas

..…….. think outside the box

..…..… adopt a brave & pioneering spirit

VOICECONTENT

Content that is innovative, reforming, & supportive of the fresh ideas from

community members & skilled volunteers.

THEMES & MESSAGESKEY

The NDC Legacy - 45 years of positive change

1

The NDC Impact - volunteers transform communities

2

Cultivating communities through collaborative partnerships

3Innovative sustainable design ideas can make a scalable difference4

DIFFERENTIATORSUNIQUE

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

EditorialCalendar

EditorialCalendar

Measurable content that follows the buyer’s journeys

Direction for the overall content development & distribution processEngagement parameters

Strong calls to action

Strategic use of resources (leveraging & repurposing content)

InternsMedia Consultant

VolunteersPartners

DIRECTOR OF COMMUNICATIONS

Organizational Process

Voice, Frequency,Volume,Format

Tailor to the two target personas

Establish trust

Frame the NDC as a thought leaderDemonstrate the NDC is worth the target audiences’ time and money at each stage of the buyer’s journey.

Voice, Frequency,Volume,Format

Tailor to the two target personas

Establish trust

Frame the NDC as a thought leaderDemonstrate 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 & consumptionMeasure against monthly change goalsRealistic/practical deliverables

Content Audit

Push out pieces through the various distribution channels & repurpose the content in new formats

Incorporate website content into new strategy plan

Use compelling and clear photos from Facebook

Use videos and descriptions of past projects & events

Distribution PlanInbound marketing & demand generation

Forum examples

Smashing the pumpkin

CONTENT PIECES

The NDC Blog

Elevates the NDC’s key messages

Tells a compelling story through the lens of a volunteer

Provides a space when others can take action

Is mission-centric

About Us Page

Answers how the NDC relates to its visitors

Provides tangible results to establish who the NDC is

States the “need”

CONCLUSION