Win digital hearts and minds to change public perceptions and policies
Can your digital campaigns win hearts and minds?
Many campaigns on rights, development and sustainability never get the deserved visibility, publicity and support. Non-profit communication professionals often struggle with their workload and lack of resources. That is why I developed a methodology for boosting their capacity without hiring additional staff. The Win Digital - EASY framework leads to a digital content strategy for remarkable campaigns, to win hearts and minds for changing public perceptions and policies.
If you know you need to reach, inspire and engage your audiences, contact me to discuss how I can help your team.
What you can expect?
You will have a senior communication professional fully dedicated to your cause. Together we will craft the best content strategy for your campaign in the digital space, which will position your experts as thought leaders for the selected cause. A replicable content strategy will boost your visibility and will multiply your chances to gain due attention and support.
Working with me you will:
Clarify the focus for a 100-days campaign
Improve online visibility thanks to a consistent and strategic approach to content planning, production and distribution
Align communication efforts with the expected results
Reduce stress by defining a risk communication plan
Realistically adjust implementation plan to available resources
Content is key to communication
Claim your online voice
Online space is limitless and, regardless of the limited resources, purpose-driven content has a fantastic ability to connect and engage millions with a good strategy. Having in mind the estimates that only 1% of active internet users produce original content, a strategic content production opens a great possibility to stand out, generate interest and mobilize support. In a structured manner, we will articulate an effective content strategy to bring a complex topic closer to the relevant audiences. Following a simple but powerful model, we will formulate a feasible plan for its implementation fit to your capacities.
Reach, Inspire, Engage
At the end of 100 days, you will be able to repeat the same process for an endless number of similar topics and initiatives, improving them every time thanks to the efficient system to track results and follow-up actions
The Content Strategy we develop jointly will be a great basis for future upgrades to attract new audiences and to constantly expand the base of strong supporters in years to come.
What is possible?
Pending your objectives, a purposeful monitoring plan for the selected performance indicators will enable real-time adjustments to maximize the outcomes of the campaign. A constant monitoring will indicate potential risks, allowing for timely mitigation actions.Â
During the preparatory phase, we will align the types of contents, dynamics of activities and potential partnerships with a clear definition of target audiences. Pending the availability of previously produced multimedia materials, we will identify the needs to outsource the production and assist with the selection of service providers.
EASY: Four steps to remarkable results
Evaluate - Allocate - Strategize - Yield
Milestone 1: Evaluate the existing situation and possibilities
Using a predefined questionnaire, in the preparatory phase, you will provide me with the details about your situation and objectives, including your knowledge regarding your target audiences, risks and available resources. That will be the basis for the first Strategic Advisory Call.
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Deliverables (at the end of Step 1):
Check list of proposed quick actions to immediately boost communication effectiveness
Clarity of campaign goals
Definition of the target audience(s)
Milestone 2: Allocate the existing resources
Following the first Strategic Advisory Call, I will come up with the First Draft of the Content Strategy. The Strategy includes the following elements:
Content Production Plan
Content Templates and Guidelines
Distribution Plan
Content Calendar
Proposed Monitoring Plan
Draft Crisis Communication Plan
Proposed Q&A for Engagement Strategy
Milestone 3: Strategize the production, positioning and placement
Following the approval of the Content Strategy, I will guide you to develop/define the Implementation Plan, during an Intensive VIP Day (4-6 hours workshop). This will include:
Campaign branding/visuals definition
Key messages outline
Content plan and templates
Calendar for 100 days
Workflows for approvals of contents
Recommendations for outsourcing
M&E plan with KPI indicators
Milestone 4: Yield your results
During the 100 days of your Content Strategy Implementation, my support on standby includes:
Crisis communication advice per request
Periodic advice as a follow up to KPI indicators
Referrals to relevant online services and service providers, on demand
The second Strategic Advisory Calls with Q&A will follow the 100 days of implementation. Final deliverables include:
Final recommendations document with the summary of Lessons Learned
Proven and tested model for repetition, adjustments and replications
BONUS: Follow up
Informed by the Lessons Learned, I will present a proposal for the continuation and upgrade of the collaboration.
Who Stands Behind This?
Nela Kacmarcik - Maduna, Communication Strategist. Building on everything I learned from own or seen mistakes in nonprofit communication, my ambition is to advance the promotion of complex topics, concerning rights and development, using digital contents.
Constantly learning from the leading world marketing and communication strategists, about the behavioral science as well as the best examples from the creative industries. Although every campaign represents a new challenge, some of the common conclusions of the global experiences and science help us to simplify the contents, understand the needs and motifs and shape the strategies that build trust and drive engagement.
People who worked with me appreciate my strategic ability to "see a solution even before many acknowledge the problem".
