Content Marketing Suite – Parfait in #YGK

Content Marketing from Attachmedia.com
Image Source: Attachmedia.com

It has been a long journey, but my fellow classmates and I are now in the final days of the semester and that means all reports and projects are due for Interactive Marketing Communications at St. Lawrence College.

Today, I will be sharing the creative strategy and final pieces from our Content Marketing Plan for Parfait, which is a fresh and frozen yoghurt bar in downtown Kingston. Parfait is a young business that is wants to grow its brand via new and innovative tactics.

My hope is that over the holidays, I will be able to post the full report to my Portfolio, so I will not go into the full research and decision-making process. However, I will share the objectives and creative strategy that led to the creation of 4 types of content: An infographic, a video, a podcast, and a subscription email newsletter.

PLAN OBJECTIVES
  1. To create 4 pieces of informative and valuable content for Parfait’s target audience to increase awareness and engagement with the brand online.
  2. Create a positive relationship with Parfait’s brand.
  3. Establish the brand as a unique & essential part of the downtown community.
TArGET AUDIENCE

Our primary target for the campaign are women between the age of 20-35 who are ambitious, active, and concerned about their health.. These women are involved in the community and are constantly looking for healthy options when it comes to food.

CREATIVE STRATEGY

Parfait is a new business (5 months old) and this plan will target consumers in the awareness stage and consideration stage. All creative content will focus on the freshness and simplicity of the yogurt product, as well as fueling a healthy body and an ambitious lifestyle.

We really liked the idea of yoghurt as a natural fuel for healthy and ambitious young professionals and students, and this creative idea shows up repeatedly in our content. The last consideration was to maintain a tone that is informative and inspiring.

INFOGRAPHIC

Parfait Infographic 

VIDEO

Both our video and newsletter feature expert advice from a local nutritionist. We really wanted to focus on the kind of content for people who are making informed choices about what to put in their bodies.

PODCAST

Our podcast continued to build on the idea of yoghurt as a clean and natural fuel by asking community members ‘What Fuels You?’, with the understanding that this could be an ongoing series on healthy living in Kingston, ON.

NEWSLETTER

The newsletter is slightly different in tone as it is less of an awareness piece and is more positioned towards customers who have become loyal to Parfait and have submitted their email address for ongoing content. Once again, this piece is highlighted by expert advice from a local nutritionist, but there would also be a monthly inspirational quote, as well as select pieces from health and lifestyle blogs. *Click on the image for the full email PDF.

newsletter-screenshot

FINAL THOUGHTS ON THE PROJECT

In the end, this was one of the most enjoyable projects of the semester because the variety of content meant that we were working on something different all the time. It was also challenging because there is such a fine line between content and promotion. A small local business (especially one that is less than a year old) can produce their own content, but they also need to consistently connect the content to their brand in a way that is not pushy – but rather continues to offer information and value to either potential or current customers.

I believe that we were able to successfully walk the line between content and promotion, but I would love to hear other opinions – especially from those professional marketers out there. Please feel free to add your comments below, or you can reach me through the contact information at the right side of the page. ~~DJB.

Storytelling for your Nonprofit: Best and worst practices

Image credit - Fresh Air Photo from www.storytellingcenter.net
Image credit – Fresh Air Photo from http://www.storytellingcenter.net

I’d like to start by thanking readers for the positive responses to my last piece. I had suspected that writing about marketing for Nonprofits might be a niche where I can contribute, and you verified that suspicion with your encouragement through email and social media. With that in mind, I am going to stay on the topic of Nonprofits – this time with more attention to the tactics used to communicate the value of your organization to the public.

I am currently taking a Content Marketing course as part of my graduate program at St. Lawrence College, and our focus for the past few weeks is on the role of storytelling in content marketing campaigns. So, I set about hunting for blogs and articles that apply this concept to Nonprofit marketing, and there is no shortage of blogs with hints and tricks. I’m going to share some of the highlights (for me), but if you are playing a Fundraising or Communications role in a Nonprofit, I will recommend that you go ahead and make the search for yourself…after you’re done reading, of course.

The first article I am going to highlight is Why Nonprofits Need to Be Storytellers. This piece is done in an interview format, which I find easy to digest through the separation of topics. However, the primary reason I chose this one is because before you figure out the ‘How’ to execute a concept, you need to ask ‘Why’. Here is an excerpt that gets to the heart of the matter:

We have stories in our brains about how the world works. And they act like filters. They act like software. The stories tell us what facts to accept and what facts to reject. So whenever you’re trying to influence someone’s behavior, you have to ask yourself first, “What story is in their brain? What stories are they holding onto that make them behave the way they do? And if I want to change that, you need to ask yourself, “What new story can I give them?”

The interview ends with a couple of solid examples of how storytelling helped contribute to a couple of successful Nonprofit campaigns – which makes for a good transition to best practices. There are a lot of articles out there with tips to help you tell stories for Nonprofits. The article I would like to highlight is ‘Nonprofit Storytelling: Seven Tips for Sharing Stories About Your Work. I chose this article because the site itself looks like it could be a useful tool, and the post is quick and streamlined list that got me thinking about ways that I could tell better stories for the organizations that I am involved with. This is especially true for Tip #7:

The best stories are told by the person themselves. Clients telling their own stories are the most moving way to share how your organization makes a difference.

This kind of storytelling is the most prevalent in politics, where testimonials and personal recommendations mean so much. If someone tells a story about how a representative/party was willing and able to listen and respond to their issues, it means so much more than if I am simply self-promoting. Unfortunately, I also came to the realization that with my work as the Fundraising Chair for Kingston Community House, I had (so far) completely missed the opportunity to let our members tell the story of our value to the community. It’s a mistake that I hope to change ASAP.

Some honest and thoughtful reflection is a must when you are part of a volunteer-based organization, and I recommend that you set aside a block of time to do this after any event or campaign. However, I think we could all benefit from avoiding those mistakes in the first place, so I will leave you with ‘9 Storytelling Mistakes Your Nonprofit May Be Making’. The most significant point on this list is 7) Silo-ing the Storytellers. It is very easy to forget that the role of collecting and telling stories belongs to all volunteers and workers in an organization. Please remember: Sometimes your Fundraising Chair feels horribly alone with the task.

I’ll leave you with some video content, so you can see how Nonprofit storytelling works through that medium. I hope that the articles here helps you to start planning your next Nonprofit campaign with an eye towards telling stories in a more effective way. As always, I would love to hear from you if you found this information helpful, or if you have some hints or mistakes that weren’t covered here. You can contact me through the comments or through any of my social media accounts in the sidebar.

Your Nonprofit work is important. Keep fighting the good fight. ~~DJB.

**For more examples of video storytelling, go to http://www.socialbrite.org/2011/04/21/8-great-examples-of-nonprofit-storytelling/.