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CREATE A CONTENT ENGINE
Uncover your brand voice.
Creativity at 70 mph
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
How can you cut through the noise?
CONTENT
the creative packaging + the toy inside!
An emotional connection
between your organization and your audiences.
U.S. Committee for Refugees and Immigrants
A 100-year-old organization
experimenting with the social web.
CASE STUDY
Create a Content Engine - Uncover Your Brand Voice
USCRIS Goals
рRaise	
 油organiza,on	
 油pro鍖le	
 油
рGain	
 油media	
 油exposure	
 油
рTell	
 油stories	
 油
рEstablish	
 油thought-足leadership	
 油
рEncourage	
 油online	
 油fundraising	
 油
Shape the Story
Define the Platforms
Create the Content
Measure the Results
Shape the Story
Messaging
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Positioning - Now
Interna'onal	
 油
Domes'c	
 油
Harm	
 油
Home	
 油
Positioning - Ideal
Interna'onal	
 油
Domes'c	
 油
Harm	
 油
Home	
 油
Storyline
The	
 油Issues	
 油 Program	
 油Success	
 油
The	
 油Human	
 油Story,	
 油The	
 油American	
 油Story	

Migrants	
 油	
 油
Achievements
Campaign Concept
Campaign Attributes
Meaningful.	
 油Conveys	
 油brand	
 油essence.	
 油
Flexible.	
 油Works	
 油across	
 油programs	
 油and	
 油the	
 油en,re	
 油brand.	
 油
Func'ons	
 油as	
 油a	
 油framework.	
 油	
 油Can	
 油contain	
 油many	
 油messages.	
 油
Timeless.	
 油2013	
 油and	
 油beyond.	
 油
Adaptable.	
 油Online,	
 油o鍖ine,	
 油and	
 油across	
 油social.	
 油#HereForGood	
 油
Emo'onal.	
 油	
 油Clear	
 油and	
 油powerful.	
 油
Mo'va'ng.	
 油	
 油Call	
 油to	
 油ac,on,	
 油posi,vely	
 油contagious.	
 油
Here for Good
Brand Personality
Brand Personality
service-足oriented	
 油
red	
 油	
 油
old	
 油
ac,vists	
 油
voracity	
 油
tenacious	
 油
brave	
 油impar,al	
 油(poli,cally-足balanced)	
 油
non-足sectarian	
 油
human-足focused	
 油
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Define the Platforms
USCRIs Social Ecosystem
DC
1
5
6
4
3
2
Create a Content Engine - Uncover Your Brand Voice
Create the Content
Create a Content Engine - Uncover Your Brand Voice
Content Planning
Educa'onal	
 油 Inspira'onal	
 油 Engaging	
 油 Call	
 油to	
 油ac'on	
 油
The	
 油Issues	
 油 Graphics	
 油and	
 油stats	
 油
showing	
 油numbers	
 油
and	
 油concentra,on	
 油
of	
 油refugees.	
 油
USCRI	
 油Program	
 油
Success	
 油
%	
 油of	
 油self-足su鍖cient	
 油
within	
 油180	
 油days.	
 油
Volunteer	
 油
quota,ons.	
 油
Sign	
 油up	
 油for	
 油more	
 油
email	
 油alerts!	
 油
Migrant	
 油
Stories	
 油
Cultural	
 油impact.	
 油
Mentor	
 油stories.	
 油
Drawing	
 油parallels	
 油of	
 油
historical	
 油
immigra,on	
 油waves.	
 油	
 油
Asking	
 油for	
 油
par,cipa,on.	
 油
Types	
 油
Topics	
 油
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Content Curation
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Measure the Results
Create a Content Engine - Uncover Your Brand Voice
Create a Content Engine - Uncover Your Brand Voice
Multichannel Benefits
Create a Content Engine - Uncover Your Brand Voice
The	
 油Issues:	
 油
Hope,	
 油Courage	
 油
Migrant	
 油Stories	
 油I:	
 油
Humanitarian	
 油
Quotes	
 油
USCRI	
 油
Programs	
 油
Migrant	
 油Stories	
 油II:	
 油
Immigra'on	
 油
Stories	
 油
The	
 油Issues	
 油II:	
 油
Myths	
 油&	
 油Facts	
 油
The	
 油Issues:	
 油
Hope,	
 油Courage	
 油
Migrant	
 油Stories	
 油I:	
 油
Humanitarian	
 油
Quotes	
 油
USCRI	
 油
Programs	
 油
Migrant	
 油Stories	
 油II:	
 油
Immigra'on	
 油
Stories	
 油
The	
 油Issues	
 油II:	
 油
Myths	
 油&	
 油Facts	
 油
Online Donations
+	
 油33%	
 油
3/2012	
 油-足	
 油4/2012	
 油 3/2013	
 油-足	
 油4/2013	
 油
Email Subscribers
+	
 油53%	
 油
3/2012	
 油-足	
 油4/2012	
 油 3/2013	
 油-足	
 油4/2013	
 油
Q&A
Laura	
 油Kisailus	
 油
LKisailus@ForumOne.com	
 油
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