Company XYZSummer Campaign Strategy

Content Strategy

• Content Strategy Process

• Goals for Company XYZ

• Digital Landscape

• Result of Digital Presence

• Some Ideas to Increase Audience

• Timeline for Rollout

• Success Will Look Like…

• Beyond Summer Campaign

Created by Danielia Donohue/ ComMEDIA for University Settlement

Created by Danielia Donohue/ ComMEDIA

What Digital Content Strategy Looks Like: The Process

Ideas to grow

audience

Build brand with most

effective type for content

Produce posts, push to market and share

across channels

Measure and Review for

effectiveness

Analyze and share

insights

Learn and understand

how to improve

Created by Danielia Donohue/ ComMEDIA

Goals for Company XYZ

• Produce new content and share to raise visibility

• Use new visibility to identify potential donors

• Strengthen already existing partnerships and identify new opportunities for partnerships

• Increase growth and traffic to social media channels in general

Created by Danielia Donohue/ ComMEDIA

Digital Landscape: Company XYZ’s Web Presence: Properties

The Website

LinkedIn

Facebook

Twitter

Instagram

Google Plus

Created by Danielia Donohue/ ComMEDIA

Result of Digital Presence

• XXX Facebook “likes”• XXX Twitter followers• XXX LinkedIn followers• XXX Instagram

followers• XX Google+, XXX

viewsGrow audience and brand by being more active on social media on a daily basis.

Measure impact of reach, and listen to your audience.

Result: More invested audience leads to more relationship building

Some Ideas to Increase Audience

Created by Danielia Donohue/ ComMEDIA

• Daily increased engagement on social media• Identify new digital opportunities (Pinterest, Vimeo, Google hangouts,

Wordpress, Yelp)• Incentivize engagement with prizes, exclusive content, access• Build a “minisite” that exists on official page• Consistency in messaging along all platforms regardless of content• Build partnerships early with local organizations such as

Greenmarkets, Children’s organizations, etc.• Content from the children and beneficiaries in “guest blog post”• More emphasis on concrete numbers and results, with visuals• Identify “influencers” who are active in community• Outdoor, seasonal and local events, have physical presence there

Created by Danielia Donohue/ ComMEDIA

Timeline for Rollout

Goal: Three Months to grow email subscription list

Daily: Research and produce written or photo contentDaily: Engage with audience on social media, updatesWeekly: Analytics reportWeekly: Brainstorm with Comm team Monthly: Plan for new tactics, contingency plan

Created by Danielia Donohue/ ComMEDIA

Success Will Look Like…

More Funds Raised

Larger Email ListInterested Audience Encountering both Digital and Physical

PresenceMore Presence

and Understanding of

Audience

More Quality Content

Created by Danielia Donohue/ ComMEDIA

Beyond the Summer

• Use goodwill built up during campaign to keep partners informed of later events and promotions.

• Learn from campaign to improve performance.

• Re-purpose digital content for later use.

• Share your story and ask for feedback from stakeholders and public.

• Use analytics in future grant proposals to show measurable results.

The End