The document proposes a content strategy plan for the Neighborhood Design Center's website. It recommends focusing on content that highlights the organization's mission, impact, partnerships, and innovative design ideas. The plan involves defining target audiences, developing a clear voice and messaging, creating an editorial calendar, and implementing a six-month content production and distribution process managed by a Director of Communications. Key parts of the process include guiding staff, measuring engagement metrics, and leveraging content across digital channels and through inbound marketing.

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

2. THE SITUATION
IT’S TIME FOR A WEB MAKEOVER
The Neighborhood Design Center
deems itself a “Catalyst for Change.”

3. THE SITUATION
IT’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.

4. SO,
what’s the fix?

5. OUR PLAN:!

6. OUR PLAN:!
Content is KING

7. CONTENT
MISSION STATEMENT
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.

8. Target
Personas
Content
Voice
Key Messages
& Themes
Unique
Differentiators

9. Target
Personas
Who are we
talking to?!
Content
Voice
Key Messages
& Themes
Unique
Differentiators

10. Target
Personas
Content
Voice
Whatʼs our
tone?!
Key Messages
& Themes
Unique
Differentiators

11. Target
Personas
Content
Voice
Key Messages
& Themes
What are we
saying?!
Unique
Differentiators

12. Target
Personas
Content
Voice
Key Messages
& Themes
Unique
Differentiators
How are we
different?!

13. TARGET! PERSONAS!
Rob Marston!
§
§
§
§
§
§
§
§
§
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

14. TARGET! PERSONAS!
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

15. CONTENT! VOICE!
The Pioneer is!..……..

16. CONTENT! VOICE!
The Pioneer is!..……..curious
..……..innovative
..…..…optimistic

17. CONTENT! VOICE!
Volunteers & Partners
that! ..……..
..……..
..…..…

18. CONTENT! VOICE!
Volunteers & Partners
that! ..…….. try new ideas
..……..
..…..…

19. CONTENT! VOICE!
Volunteers & Partners
that! ..…….. try new ideas
..…….. think outside the box
..…..…

20. CONTENT! VOICE!
Volunteers & Partners
that! ..…….. try new ideas
..…….. think outside the box
..…..… adopt a brave &
pioneering spirit

21. CONTENT! VOICE!
Content that is innovative, reforming, &
supportive of the fresh ideas from
community members & skilled volunteers.

22. KEY! THEMES & MESSAGES!
1!
The NDC Legacy - 45 years of positive change
2!
The NDC Impact - volunteers transform communities
3!
Cultivating communities through collaborative partnerships
4!
Innovative sustainable design ideas can make a
scalable difference

23. UNIQUE! DIFFERENTIATORS!

24. SIX-MONTH
CONTENT PRODUCTION & DISTRIBUTION PLAN

25. SIX-MONTH
CONTENT PRODUCTION & DISTRIBUTION PLAN
1!
Guide the
NDC staff

26. SIX-MONTH
CONTENT PRODUCTION & DISTRIBUTION PLAN
1!
Guide the
NDC staff
Underscore the primary
messages through strategic
use of tone & format
2!

27. SIX-MONTH
CONTENT PRODUCTION & DISTRIBUTION PLAN
1!
3!
Guide the
NDC staff
Ensure the appropriate
resources are allocated
Underscore the primary
messages through strategic
use of tone & format
2!

28. SIX-MONTH
CONTENT PRODUCTION & DISTRIBUTION PLAN
1!
3!
Guide the
NDC staff
Ensure the appropriate
resources are allocated
Underscore the primary
messages through strategic
use of tone & format
2!
Capture appropriate and
measurable metrics
4!

29. SIX-MONTH
CONTENT PRODUCTION & DISTRIBUTION PLAN
1!
3!
5!
Guide the
NDC staff
Ensure the appropriate
resources are allocated
Maximizes the
digital channels
Underscore the primary
messages through strategic
use of tone & format
2!
Capture appropriate and
measurable metrics
4!

30. Editorial
Calendar

31. Direction for the overall content
development & distribution process
Editorial
Calendar
Engagement parameters
Strong calls to action
Strategic use of resources
(leveraging & repurposing content)
Measurable content that follows
the buyer’s journeys

32. Organizational Process
DIRECTOR OF COMMUNICATIONS"
Partners
Media
Consultant
Volunteers
Interns

33. 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

34. Measurement
Plan

35. Measurement
Plan
Focus on website, blog, form page, email,
and social media
Measure content creation & consumption
Measure against monthly change goals
Realistic/practical deliverables

36. Content Audit
Incorporate website content into new
strategy plan
Use compelling and clear photos from
Facebook
Use videos and descriptions of past
projects & events
Push out pieces through the various distribution
channels & repurpose the content in new formats

37. Distribution Plan
Inbound marketing & demand
generation
Forum examples
Smashing the pumpkin

38. CONTENT !
PIECES

40. The NDC Blog

41. Tells a compelling story
through the lens of a volunteer
Is mission-centric
Elevates the NDC’s key
messages
Provides a space when others
can take action

42. About Us Page

43. Provides tangible results to
establish who the NDC is
States the “need”
Answers how the NDC relates
to its visitors

44. CONCLUSION