INTEGRATED CONTENT
MARKETING PLAN
PLANNING AND ANALYSIS FOR CONTENT MARKETING
By Prisma Uppal
PROJECT
EXECUTIVE SUMMARY
Feed Ontario is the province's biggest collective of hunger-relief organization that work towards ending hunger and poverty by delivering fresh healthy food, developing innovative programming and driving change through research and advocacy. It has 16 board of directors comprising of food bank leaders and industry professionals.
Mission: We Feed Ontario by creating opportunities and solutions, and uniting local food banks to eradicate hunger and poverty
Vision: End hunger and poverty in Ontario
Annual revenue 2022 - $25,766,038
https://feedontario.ca/wp-content/uploads/2022/07/Feed-Ontario-Audited-Financial-Statements-FY22.pdf
https://feedontario.ca/about-us/who-we-are/
COMPETIVIE ANALYSIS
The two main competitors of Feed Ontario are as follows:
KEY DIFFERENTIATOR
They key differentiator of Feed Ontario is that it provides full financial transparency, the demonstrated impact per dollar spent and thus has an excellent public reporting of the work it does and the result it achieves.
CONETNT MARKETING TEAM AND RESOURCES
CEO
VP of content
Social Media Manager
Inbound Marketing
Content Marketing
Strategist
Blogging
Writer
Senior blog editor
Jr. Social media Manager
Content creator
SEO executive
The T-shaped professional model and we suggest hiring people with basic knowledge in the horizontal T but comprehensive knowledge in vertical part of the T.
CONTENT MARKETING CALENDER
A food donor's Story
Share YouTube video
Host Instagram live video
Sharing testimonials
Sharing motivational quote
Sending emailers
Q/A with audience
Sharing testimonials
Host Instagram live video
Sharing motivational quote
Sharing testimonials
Sending emailers
Q/A with audience
A food donor's Story
Q/A with audience
Sending emailers
Sending emailers
Sharing motivational quote
Sharing brand's inspirational video
Blog
Blog
Blog
Blog
Share YouTube video
Measuring analytics
Measuring analytics
Answering something we get asked lot
Answering something we get asked lot
Sending emailers
A food donor's Story
Sharing brand's work
Sharing brand's work
MEASUREMENT
They content marketing report will include the following:
All in different spreadsheets in the same document, month by month to record the progress and justifying the marketing expenses. This will help in allocation of resources, finding holes in content marketing strategies and figuring out which strategy is working the best.
CONCLUSION
CONTENT MARKETING
BUDGET ALLOCATION
2022
REVENUE:
MARKETING BUDGET: 17,762,435* 15% = 2664365.25
CONTENT MARKETING BUDGET:
2664365.25* 30% = 799309.57
AREA
STRATEGY
ALLOCATION
COST
Strategy/ management
Creative and content creation
Content publishing, distribution, amplification
Measurement & analysis
Tools and tech
To have dedicated people with experience in SEO, SMM, keyword search, digital marketing, content creation, YouTube ads and PR - $50,000
Creating quality blog posts, youtube story ads, social media ads, improving website traffic
Social forums, webinars, YouTube ads, social media ads, Post boost, email retargeting,
Measuring through google analytics, SEMrush, Hootsuite, Social media insights, similarweb
We aim to use tools like Creator studio, Hootsuite, similarweb, SEMrush, wordpress plugins
12%
35%
38%
10%
5%
$95917.2
$279758.35
$303737.6
$79930.9
$39965.47
CONTENT MARKETING DISTRIBUTION PLAN
PAID
Tactic
Objective
Measurement
Anticipated result
Social media ads
Paid content promotion
Youtube videos
Email Retargeting
YouTube video retargeting
Tactic
Objective
Measurement
Anticipated result
Testimonials
Media relations
Word-of-mouth
Mentions
Social shares
EARNED
To strengthen engagement strategies for increased loyalty
To boost the content engagement and reach more people
Create an emotional bond with potential donors by storytelling
To show the donors how their small donation impacted lives of many
For increased loyalty and more conversions
Engagement, impressions, number of followers increased or lost
Engagement, impressions, number of followers increased or lost
Number of views, impressions, engagement, leads and conversions
The storytelling creates an emotional bond with potential donors resulting more donations
This will make donors happy that their donations are used judiciously and will donate more
Number of emails opened, conversions,
S
Number of views, impressions, engagement, leads and conversions
The storytelling creates an emotional bond with potential donors resulting more donations
Increased reach and impressions resulting in more organic traffic
Increased reach and impressions resulting in positive brand perception
To get 5 testimonials from our donors every month
Number of times it was viewed, clicked and leads generated
To build trust and increase brand credibility
To get media coverage at least twice a month
Checking the mentions on google or social media
To get people talking about our brand
Checking the mentions on google or social media
To get 8-10 mentions on twitter and Facebook
Creating 5 shareable content for the viewers
New organic users / divided by (returning + non-organic users)
by social media tool called social searcher
Insights of all the social media platforms
This will help in gaining trust and credibility of the potential donors
New organic users / divided by (returning + non-organic users)
Increased traffic and engagement on social media platforms
CONTENT MARKETING DISTRIBUTION PLAN
SHARED
Tactic
Objective
Measurement
Anticipated result
Website optimisation
Blogs
Social media posts
Email Marketing
Word-of-mouth
OWNED
To put out more information about the cause we are working for.
To gain more organic traffic through blogs
To put out good textual posts and video posts
To let the donors know how their donations helped
To make people talk about the cause and how we are helping
traffic, click-through-rate, bounce rate,
Keyword ranking, number of views, engagemnt
Engagement, impressions and end result
Number of emails opened and donated again
New organic users / divided by (returning + non-organic users)
This will drive more traffic to the website and increase brand awareness
People will get to know about the cause we are working on and initiate word-of-mouth
Keep people updated about the work we are doing and generate trust with our brand
Once people know how their donations were used for good cause, they will be motivated to donate more
This will simply help in generating trust, awareness and hence fetch more donations
Tactic
Objective
Measurement
Anticipated result
Co-branding
Social forums
Guest Blogs
Social media campaign with NGO
To promote social cohesion
This will get us in the light of the other NGO's followrs
Engagement, impressions, follower increase
Number of views, engagement, participants
This will help in creating awareness about the cause we are working on.
This will create more brand awareness
Number of views, engagement
Creating a trust and loyalty for our brand name
REFERENCES
https://feedontario.ca/wp-content/uploads/2022/07/Feed-Ontario-Audited-Financial-Statements-FY22.pdf
https://www.impactplus.com/blog/how-to-set-marketing-goals-based-on-business-goals
https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing
https://www.wordstream.com/blog/ws/2019/08/19/conversion-rate-benchmarks
https://www.google.com/search?q=content+marketing+and+distribution+plan&rlz=1C1CHBF_enIN915IN918&sxsrf=ALiCzsaQ7VHqdpjgIr1TrPnBzPTGJwcorQ:1670881495646&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiWyonQhvX7AhX7nHIEHcUhAyEQ_AUoAXoECAEQAw&biw=957&bih=887&dpr=1#imgrc=r8SykT0IpMmFlM
CONSUMER JOURNEY & SEGMENTATION
About
Feed Ontario
Feed Ontario is the province's largest collective of hunger-relief organizations. It works towards ending hunger and poverty by partnering up with food banks, industry partners, and local communities. It is dedicated on three main areas: food collection and distribution, innovative programming for people facing hunger, and research and advocacy about food insecurity.
VISION: End hunger and poverty in Ontario
MISSION: We Feed Ontario by creating opportunities and solutions, and uniting local food banks to eradicate hunger and poverty
https://www.charityintelligence.ca/charity-details/444-feed-ontario
https://feedontario.ca/about-us/who-we-are/
Age: 25-60
Gender: Men and Women
Location: Ontario
Background: Working women and men, housewives, mothers.
Interest: Enjoys cooking food at home, avoid junk food, read or watch news, loves spending time with family.
Struggles: They struggle to use their leftover food in a judicial manner and don't like to throw away their food.
Media consumption: They love to watch YouTube videos to keep themselves aware about surroundings and are active on social media to stay connected with friends and family.
Psychographics: They are affectionate, kind-hearted, conscientious, emotional and loving.
Consumer Audience
Goal: To get more food donations.
https://feedontario.ca/take-action/donate-food/
https://www.cbc.ca/news/canada/toronto/daily-bread-food-bank-whos-hungry-report-2022-1.6644327
Buyer Persona
DEMOGRAPHICS
BEHAVIOUR AND INTERESTS
Rachel is a working mom who is balancing her career with taking care of household, all while keeping everyone healthy. She is an educated, on-the-go women who uses online resources for just about every aspect of life - from parenting to cooking.
RACHEL GREEN
Age - 29
Family - A husband and a 8 year old kid.
Location - Burlington
Income - $80,000 yearly
Key Identifiers
PREFFERED CHANNELS
GOALS AND MOTIVATION
CHALLENGES AND FRUSTRATIONS
BELIEFS AND VALUES
User journey map and touchpoints
AWARENESS
CONSIDERATION
RESEARCH
ACTION
STEP
TOUCHPOINT