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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
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
TARGET PERSONASwho are we 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 email
CONTENT VOICEwhat’s our tone?
The Pioneer is..……..curious ..……..innovative..…..…optimistic
Seeking Volunteers & Partners who ..……..
..……..
..…..…
Seeking Volunteers & Partners who ..…….. try new ideas
..……..
..…..…
Seeking Volunteers & Partners who ..…….. try new ideas
..…….. think outside the box
..…..…
Seeking Volunteers & Partners who ..…….. 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 community
3
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
EditorialCalendar
Direction for the overall content development & distribution process
Engagement parameters Strong calls to action Strategic use of resources
(leveraging & repurposing content)
Measurable content that follows the buyers’ journeys
Organizational Process
Communications Director
Volunteers
Media Consultant
Interns
Partners
Voice, Frequency,Volume,Format
Tailor to the two target personas Establish trust Frame the NDC as a thought leader Demonstrate the NDC is worth the
target audiences’ time and money at each stage of the buyer’s journey
4-1-1 Plan
Measurement Plan
Focus on the website, blog, form page, email, and social media
Media content creation & consumption
Measure against monthly change goals
Realistic/Practical deliverables
Content Audit
Incorporate website content into new strategy plan
Use compelling and clear photos from Facebook
Use video and descriptions of past projects and events
Push out pieces through the various distribution channels and repurpose the content in new formats
Distribution Plan
Smash the pumpkin Inbound marketing &
demand generation Forum examples
CONTENT PIECESvideo, blog, about us
The NDC Blog
Tells a compelling story through the lens of a volunteer
Is mission-centric Elevates the NDC’s key
messages Provides a space where
others can take action
About Us Page
Provides tangible results to establish who the NDC is
States the “need” Answers how the NDC
relates to its visitors
Conclusion
Target audiences Key content themes &
messages Unique NDC voice Six-month editorial
calendar Staff resources Distribution and
measurement plan
