What’s New
Telling a Client’s Story Using Web+Video+Social Media
POV-Rose Media expands Water for Sudan, Inc.’s outreach
“Talented, efficient and cost effective...the best money we’ve ever spent.”
Water for Sudan Board member
Water for Sudan asked us to help them get the word out... Obviously, they have limited resources as a non-profit all-volunteer organization.
Like most organizations, they’re asking themselves “How do we get more value out of our marketing communications resources?”
To effectively answer that question, we developed a strategic action plan that answers three more questions:
• “What’s your story?”
• “What are your goals in telling it?”
• “What resources can we call on to tell the story?”
The Response
First, Water for Sudan (WFS) does have a compelling story, and we helped them refine it—WFS is realizing former Lost Boy Salva Dut’s vision of transforming lives in Southern Sudan by drilling wells, providing clean, safe drinking water.
Second, they had a collection of goals, and we helped clarify them—strengthen Water for Sudan’s fund-raising capacity by expanding its visibility, increasing awareness and creating new supporters.
Third, they have some existing communications assets including a basic website, an enormous photo collection, and “Just Add Water” a multi-version documentary produced by POV-Rose Media.
What they lacked was an action plan to leverage these and other assets in today’s web-centered communications environment.
The POV-Rose Media team led by project manager Jeff Mead with Bob Shea, and creative partner K2 Communications, worked with Water for Sudan’s leadership to create and implement a web-centered communications plan.
The Outcome
The plan includes a refreshed brand identity, web-based communications “hub” and additional marketing communications materials.
John Bevier, a Water for Sudan founding Board Member, views the outcome this way. “I’m happy to conclude that the most effective tool we’ve ever used to help us tell our story is the excellent blending of both word and image under the gifted tutelage of POV-Rose Media.”
“The project has been a true collaboration,” says Mead. “Together we developed a well-thought out, integrated view of the organization’s overall marketing needs. The new website and other materials are the visible outcomes of that process.”
More than a Website: a Communications “Hub”
The new, content-rich website (waterforsudan.org) was built from the ground up. It’s based on approaching the site as the organization’s “communications hub”. Its features include:
• New brand graphics and copy
• Multiple video stories cut from existing Sudan location documentary footage
• Supporter “heroes” profiled in new video vignettes
• Branded, downloadable fund-raising kits for different supporter segments such as K-12 and higher education, service organizations and faith-based communities
• Media information and downloadable photo gallery
• A “Take Action” section with options for individuals and groups to donate, raise funds, and stay connected with Water for Sudan
• A Facebook Group and Twitter engagement which round out the social media channels now active on behalf of Water for Sudan
An Approach that Works = Lower Costs
The website architecture is easily managed by the organization’s volunteers, minimizing the need for ongoing outside costs to update and maintain the site with fresh content.
But the project was not limited solely to the Web. POV-Rose Media also provided a set of presentation support documents including a PowerPoint presentation, talking points, plus a revised brochure and business cards based on the new brand identity. A regular e-newsletter will be launched, linking back to updated material on the site.
In addition, POV-Rose Media has provided recommendations on how to manage the on-going communications infrastructure that’s now in place.
The organization is already seeing results with increased website and social media traffic and new online donations. Using web analytics, the site will be tuned and refreshed over time. The strategic thinking behind the plan makes it more likely to succeed than simply a collection of media tactics. Ultimately, it’s the same approach that works for any organization, whatever its business or mission.
Click here to experience the Water for Sudan web site for yourself.