CONTENT STRATEGY PITCH Morgan Jones, Molly Mattessich, Biljana Milenkovic, Ross Moulton, & Carly Raasch

THE SITUATION IT’S TIME FOR A WEB MAKEOVER

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

THE SITUATION IT’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.

CONTENT MISSION STATEMENT

Target Personas

Key Messages & Themes

Unique Differentiators

Content Voice

Who are we talking to?!

Target Personas

Key Messages & Themes

Unique Differentiators

Content Voice

Whatʼs 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

PERSONAS!TARGET!

§  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!

PERSONAS!TARGET!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

VOICE!CONTENT!

The Pioneer is!..……..

VOICE!CONTENT!

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

VOICE!CONTENT!

Volunteers & Partners that! ..……..

..……..

..…..…

VOICE!CONTENT!

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

..……..

..…..…

VOICE!CONTENT!

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

..…….. think outside the box

..…..…

VOICE!CONTENT!

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

..…….. think outside the box

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

VOICE!CONTENT!

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

community members & skilled volunteers.

THEMES & MESSAGES!KEY!

The NDC Legacy - 45 years of positive change 1!

The NDC Impact - volunteers transform communities 2!Cultivating communities through collaborative partnerships 3!Innovative sustainable design ideas can make a scalable difference 4!

DIFFERENTIATORS!UNIQUE!

SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN

SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN

Guide the NDC staff

1!

SIX-MONTH CONTENT PRODUCTION & DISTRIBUTION PLAN

Guide the NDC staff

Underscore the primary messages through strategic

use of tone & format

2!

1!

SIX-MONTH CONTENT 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-MONTH CONTENT 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-MONTH CONTENT 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

Editorial Calendar

Measurable content that follows the buyer’s journeys

Direction for the overall content development & distribution process

Engagement parameters

Strong calls to action

Strategic use of resources (leveraging & repurposing content)

Interns Media Consultant

Volunteers Partners

DIRECTOR OF COMMUNICATIONS"

Organizational Process

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

Measurement Plan

Focus on website, blog, form page, email, and social media

Measure content creation & consumption

Measure against monthly change goals

Realistic/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 Plan Inbound 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