ndc prez 12.3.13

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