Skills: Research, writing, content analysis, website design, search engine optimization
Software: Google Drive
I conducted a project with a partner to formulate a content strategy for a nonprofit organization. From a provided list, we chose the Berkshire Regional Planning Commission (BRPC) in Pittsfield, MA as our nonprofit. The website is functional but could use a serious redesign and content facelift. In this report, we analyzed the current website content and then proposed a new strategy that we felt would strongly enhance the organization’s online presence as well as help it grow in its goals.
BRPC released a Request For Proposal (RFP) for a website revamp. An RFP is a document that publicizes a project, describes the action required to complete it, and then requests bids for qualified individuals to complete it. My partner and I constructed our strategy based on the elements of the RFP.
As part of the current content analysis, we conducted an SEO screening, tested the site’s accessibility, and observed the writing & architecture. Additionally, we looked into some “competitors” of the nonprofit and took note of what strengths they had that BRPC could implement. For proposing the new strategy, we formulated a core strategy statement and messaging framework and then laid out the prioritization, content model, organization, and presentation of the new site. We also put together a writing style guide to follow for the new site and then determined key performance indicators (KPIs) that would lead to the site’s success. We wrapped up by listing the next steps in the revamp process, assigning roles, the content creation process, and the content lifecycle.