1. Company XYZ
Summer Campaign Strategy

2. 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

3. 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

4. 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

5. Digital Landscape: Company XYZ’s Web Presence:
Properties
Created by Danielia Donohue/ ComMEDIA
The Website
LinkedIn
Facebook
Twitter
Instagram
Google Plus

6. Result of Digital Presence
Created by Danielia Donohue/ ComMEDIA
• XXX Facebook “likes”
• XXX Twitter followers
• XXX LinkedIn followers
• XXX Instagram followers
• XX Google+, XXX views
Grow 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

7. 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

8. Timeline for Rollout
Created by Danielia Donohue/ ComMEDIA
Goal: Three Months to grow email subscription list
Daily: Research and produce written or photo content
Daily: Engage with audience on social media, updates
Weekly: Analytics report
Weekly: Brainstorm with Comm team
Monthly: Plan for new tactics, contingency plan

9. Success Will Look Like…
Created by Danielia Donohue/ ComMEDIA
More Funds Raised
Larger Email List
Interested Audience
Encountering both Digital
and Physical Presence
More Presence
and Understanding
of Audience
More Quality
Content

10. 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.
Created by Danielia Donohue/ ComMEDIA

11. The End