Content Strategy Proposal

Brief content strategy proposal and brand brainstorm to start off talks with the team.

Understanding the Foundation

As a newcomer, I was particularly excited to attend your event as I found some of the language within your comms to be slightly abstract, and wanted to get clear on the objectives and impact of each program and the overall organisation.

I was eager to understand where the inspiration for TDTF came from and how current initiatives are helping to address this. Speaking with Jane gave me the greatest insight and helped me to understand:

• TDTF was born out of understanding systemic poverty in the region and how to break out of this

• Engaging councils and other entities to help address this was leading to friction and rejection as members were not open to being challenged, taking action, or even recognising the issue and meeting it eye-to-eye

• Jane would survey the community on the ground to understand their challenges and dreams for their future—when she also met Afaf!

• The team believes in a place-based approach and making initiatives accessible to their community, where they can access a collective hub (Community House) to grow together

• TDTF’s initiatives are intended to inspire their community to co-create and take charge of their futures, together

Some of what I love that’s working!

• Love the team/supporter/board spotlights on the lead-up to the 10th birthday

  • Shows how much you cherish and value your people

  • Helped me to get acquainted with everyone on the day and understand the collective efforts of the team in your day-to-day

• Love the visual style being used over socials, especially To Your Door

  • Font and atmosphere show you’re alternative and creative, is this what you’re going for?

  • Do we need the visual style across different content types to be more distinct?

  • Would we like to use the TDTF logo and other brand/program elements throughout posts more often?

• Love the Our Impact Visualisation Tool and ways to access your impact in a visual form
  
  

  
  

Our main focus:

"Am I able to clearly and concisely express my organisation’s mission & vision in a way that the greater public can understand, relate to (where applicable), and engage with?"

Key actions

Evaluate the brand/organisation’s identity

• What is the 'vibe' we want to present for our comms and content overall?

• Are we playful, inclusive, imaginative, inspired, hopeful, heartfelt?

Conduct a quick content audit

• Assess current formatting over socials and comms channels

• Build database of best practices and recommendations to be implemented

Assess visual identity

• Evaluate style, fonts, colours and make recommendations based on organisation’s overall identity to be presented

• Create a brand kit with repeatable brand elements to use consistently throughout—if this is a priority for the org at present or does not already exist

Create content pillars

• Portions of our content are to be conversational, informative, light-hearted, in-depth, to help share our message and engage our audience

• Schedule when to post which kind of content

• Pencil in large campaigns and engaging long-form content to share in the lead-up to them: SEO, reach media platforms to share, press releases

  
  

Create your heartfelt origin story

• Publish on website and comms to help explain Jane’s journey into founding the organisation 

• "Our Story" page could be elaborated on

• Project Futures does this in a subtle way and helps to engage with their cause

  
  

Refine copy to be distinctly memorable

• Simplify front-page copy to be more approachable e.g. How can we elaborate on how systemic change is empowered through the arts? How can we make our outcomes tangible to visitors?

• Consider adding a banner with stats for an immediate understanding of engagement and impact e.g. — many people impacted, — projects completed, — partners

Example: a section within the Humanitix Case Studies page to help understand their impact

• Determine our keywords to optimise SEO and key messaging e.g. fight systemic poverty and exclusion through the arts, for our communities to co-create their futures, together.

• The "What We Do" and "Our Story" pages contain strong messaging that can be brought forward

Integrate calls-to-action

• Create slides within Instagram carousels to share content if the audience enjoyed

• Create incentives for easy reach and engagement where appropriate e.g. follow us and share our post for your chance to win our TDTF artist’s original artwork

• Share editions of the newsletter across LinkedIn with a short summary and prompt to subscribe if desired (I enjoy when Startmate does this)

Revise the newsletter

• I have recently subscribed but have yet to receive an edition, however, love to take a look at this and review content types and frequency

• Order in terms of consistent sections readers can look forward to e.g. This Week at Think+DO, Artist Spotlight, Upcoming Opportunities, A Word From Our Board—you likely have something similar in place

• The newsletter is known to be one of the best ways to create genuine affinity with our audience and have them feel included in our work

Optimise all web links & formatting

• Quick review of all links e.g. "Our Story" button on the front page does not lead to the desired page

• Review pages to ensure layout, heading size, etc are consistent

Assess marketing analytics & A/B testing

• Do members of the team currently monitor analytics to assess which types of content receive most engagement and energise our audience?

• Review data to direct which content to focus on

Kindly let me know when I can discuss the above with members of your team, and feel free to send through any edits or recommendations.

Looking so forward to working together!

Warmest,

Numa