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

Content

Voice

what’s 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

TARGET PERSONASwho are 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

that ..……..

..……..

..…..…

Seeking Volunteers

& Partners

that ..…….. try new ideas

..……..

..…..…

Seeking Volunteers

& Partners

that ..…….. try new ideas

..…….. think outside the box

..…..…

Seeking Volunteers

& Partners

that ..…….. 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 community3

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

Editorial

Calendar

Organizational

Process

Voice,

Frequency,

Volume,

Format

Measurement

Plan

Content Audit

Distribution Plan

CONTENT PIECESvideo, blog, about us

The NDC Blog

About Us Page

Conclusion