ndc prez 12.3.13
TRANSCRIPT
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CONTENT STRATEGY PITCHMorgan Jones, Molly Mattessich, Biljana Milenkovic, Ross Moulton, & Carly Raasch
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THE SITUATIONIT’S TIME FOR A WEB MAKEOVER
The Neighborhood Design Center
deems itself a “Catalyst for Change.”
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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
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SO,what’s the fix?
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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
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who are we
talking to?
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
Content
Pieces
Production &
Distribution Plan
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what’s our
tone?
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
Content
Pieces
Production &
Distribution Plan
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Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
what are we
saying?
Content
Pieces
Production &
Distribution Plan
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how are we
different?
Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
Production &
Distribution Plan
Content
Pieces
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Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
Production &
Distribution Plan
Content
Pieces
How do we move from
concept to reality?
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Target
Personas
Key Messages
& Themes
Unique
Differentiators
Content
Voice
Production &
Distribution Plan
Content
Pieces
How do we bring
the NDC to life?
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TARGET PERSONASwho are we talking to?
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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
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THE VOLUNTEERRob Marston’s Buyer’s Journey
Awareness Evaluation Purchase
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THE VOLUNTEERRob Marston’s Buyer’s Journey
Evaluation PurchaseAwareness
Friends’ social media
posts
Eco happy hours
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THE VOLUNTEERRob Marston’s Buyer’s Journey
EvaluationAwareness Purchase
Projects on website
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THE VOLUNTEERRob Marston’s Buyer’s Journey
PurchaseEvaluationAwareness
Facebook, Twitter
About Us page
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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
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THE DONORArianna Cole’s Buyer’s Journey
Awareness Evaluation Purchase
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THE DONORArianna Cole’s Buyer’s Journey
Evaluation PurchaseAwareness
Online searches for
industry trending topics
Facebook/Twitter
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THE DONORArianna Cole’s Buyer’s Journey
EvaluationAwareness Purchase
Website, blogs, case
studies
Brochures, annual reports
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THE DONORArianna Cole’s Buyer’s Journey
PurchaseEvaluationAwareness
Video, guest blogs, social
media
About Us page, automatic
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CONTENT VOICEwhat’s our tone?
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The Pioneer is ..……..curious
..……..innovative
..…..…optimistic
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Seeking Volunteers
& Partners
who ..……..
..……..
..…..…
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Seeking Volunteers
& Partners
who ..…….. try new ideas
..……..
..…..…
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Seeking Volunteers
& Partners
who ..…….. try new ideas
..…….. think outside the box
..…..…
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Seeking Volunteers
& Partners
who ..…….. try new ideas
..…….. think outside the box
..…..… adopt a brave and
pioneering spirit
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Content that is innovative, reforming,
& supportive of the fresh ideas from
community members & skilled volunteers.
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KEY THEMES & MESSAGESwhat are we saying?
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The NDC Legacy - 45 years of positive change1
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The NDC Legacy - 45 years of positive change1
The NDC Impact - volunteers transform
communities2
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The NDC Legacy - 45 years of positive change1
The NDC Impact - volunteers transform
communities2
Cultivating communities through collaborative
partnerships3
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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
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UNIQUE DIFFERENTIATORShow are we different?
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Unique operating model1
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Unique operating model1
Civic component2
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Unique operating model1
Civic component2
Strong roots in the community3
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OUR PLAN:
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OUR PLAN:content is KING
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SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
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SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the
NDC staff
1
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SIX-MONTHCONTENT PRODUCTION & DISTRIBUTION PLAN
Guide the
NDC staff
Underscore the primary
messages through strategic
use of tone & format
2
1
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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
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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
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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
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Editorial
Calendar
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Organizational
Process
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Voice,
Frequency,
Volume,
Format
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Measurement
Plan
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Content Audit
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Distribution Plan
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CONTENT PIECESvideo, blog, about us
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The NDC Blog
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About Us Page
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Conclusion
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Target audiences
Key content themes &
messages
Unique NDC voice
Six-month editorial calendar
Staff resources
Distribution and
measurement plan