Content Strategy for Ecology Project

Troubleshooting MessagingEcology Project International

AgendaWhat are we doing?What do we need to know to have multiple messages?What do we need to know to improve messaging structure?What’s the recommendation?

What are we doing?Defining the goalExplaining how we’ll get there

Having a messaging structure for EPI’s website that includes donors next to students and teachers.

What is our goal?

We’ll create a messaging structure for the homepage that recommends how to implement the messages for each audience group.

How are we accomplishing it?

Due to a limited budget, we will restructure the website but not redesign it.

What’s the challenge?

What do we need to know to have multiple messages?Problem of current messagesAudience

Problem: Multiple messages on website

Travel

Hands-on work

Students like itFun

Conserving nature

Audience: Why do students join EPI?

“I would like to know more, be more conscious, and share information about our environment.”

“one day patrolling beaches to protect sea turtles will no longer be necessary.”

“I decided that I wanted to do something to help.”

educative

Ana Eleanor Elise

hands-on helping

educative hands-on helping

Audience: Why do students join EPI?

“I would like to know more, be more conscious, and share information about our environment.”

“one day patrolling beaches to protect sea turtles will no longer be necessary.”

“I decided that I wanted to do something to help.”

educative

Ana Eleanor Elise

hands-on helping

What’s the message we can reach them with?

Learn. Travel. Have Fun.

Audience: Why do teachers join EPI?

“It has been clear that our trip was the single greatest experience of a lifetime for many of us. Couldn’t have been so without the exemplary efforts of the EPI staff.”

“Travel has always been an important part of my life and sharing the experience of going to anforeign land has been a highlight for me.”

“Based on my prior experience, I am quite confident in recommending EPI to any school looking for more than ‘just-a-school-trip.”

great support

Tim Laurie Eric

sharing travel experience enjoys leading educational trips

Audience: Why do teachers join EPI?

“It has been clear that our trip was the single greatest experience of a lifetime for many of us. Couldn’t have been so without the exemplary efforts of the EPI staff.”

“Travel has always been an important part of my life and sharing the experience of going to anforeign land has been a highlight for me.”

“Based on my prior experience, I am quite confident in recommending EPI to any school looking for more than ‘just-a-school-trip.”

great support

Tim Laurie Eric

sharing travel experience enjoys leading educational trips


You’ll lead a trip that combines education, nature, and travel

Audience: Why would donors donate to EPI?

“My nephew was part of the Costa Rica trip, and he had so much fun and learned for life, I want more children to have this.”

“I remember when I was young and went on a wilderness trip. It was the best time in my life.”

“I’ve always been fascinated by marine wildlife. Each year, I can see fewer sealions on the coasts of my hometown in Mexico.”

know somoeone in the program

Aunt Val Harold Arturo

were part of a similar program affected by environmental changes

Audience: Why would donors donate to EPI?

“My nephew was part of the Costa Rica trip, and he had so much fun and learned for life, I want more children to have this.”

“I remember when I was young and went on a wilderness trip. It was the best time in my life.”

“I’ve always been fascinated by marine wildlife. Each year, I can see fewer sealions on the coasts of my hometown in Mexico.”

know somoeone in the program

Aunt Val Harold Arturo

were part of a similar program affected by environmental changes


Enabling students experience change through hands-on field work.

All three audiences need clear messages

Enabling students to experience change through hands-on field work.


Learn. Travel. Engage. Have Fun.Students

Teachers

Donors

What do we need to know to improve the messaging structure?Problem of current messaging structureWhat other websites do good

Student

Student

Other

Student

Student

Student

Student

Teachers

Donor

Donor DonorStudent

Problem: Scattered content

Criteria for evaluating other websites

Multiple target groups on websiteSeeing if the website has two or more target groups.

Quality of messaging (clear)Measuring if websites have strong and clear messages to their target audience.

Organized structure of contentEvaluating the degree of structure. Where does the eye start looking at, where does it continue. Is there a flow that guides the eyes through the website.

Visual storytellingAnalyzing if the website uses images that tell a story and that enhance messaging or philosophy.

Philosophy of companyRecognizing the quality of the philosophy of website. Evaluating if philosophy adds value to user’s understanding.

Quality ofMessage

Multiple Target Groups

Structure of Content

Visual Storytelling Philosophy of Website

SFS

CharityWater

Girl Effect

From whom do we want to learn?

Explanation of measurementsPoorNot existent Average Good Very good

The School for Field Studies

Quality of MessageMultiple Target Groups Structure of Content Visual Storytelling Philosophy of Website

Colleges DonorsStudents Parents

CharityWater

Message


Philosophy

The Girl Effect


Visual

RecommendationRecommendation for messagingRecommendation for messaging structureCombined recommendation

Let’s use individual messages

Enabling students experience change through hands-on field work.


Learn. Travel. Engage. Have Fun.Students

Teachers

Donors

Let’s have a section for philosophyJust like Charity Water. We can use the current philosophy from EPI’s website:

EPI’s mission is to improve and inspire science education and conservation efforts worldwide through field-based stu-

dent-scientist partnerships.

Teachers

Donors

Let’s have sections for each group

Students

Philosophy

Let’s combine messages and structure

Teachers

Donors

Students

Philosophy

Let’s combine messages and structure

Thank you

AppendixMore data about audienceNot selected competitor websites

Email Banking Youtube Facebook Gave through website

86%

78%

92%

77%

40%

Audience: Media Behavior of Generation X

Gave through website

87%

72%

81%

71%

42%

Audience: Media Behavior of Baby Boomers

Email Banking Youtube Facebook

Aunt Val Catie

ArturoHarold

Audience: Donor Profiles

Lives in BostonMarried to PaulIncome: $80,000Office Manager

Donation BehaviorDonates annually to The Animal Rescue League of BostonChildren’s HospitalCathedral of Holy Cross

Media Behavior Facebook 2-3 times a weekTo connect with friends and sorority sistersShares articles, old pictures, happy birthday wishes Youtube for how-to tutorials

Connection to EPINephew participated in campDonated $500

Audience: Donor Profile

Aunt Val

41 years oldLives in San DiegoSingleIncome: $70,000Project Coordinator

Donation BehaviorBuys cookies from Girls ScoutSupports her friends’ charity runs

Media Behavior Uses Facebook dailyUses Instagram to post selfies

Connection to EPIEmployer has chosen EPI as annual charity causeDonated $50 for leatherback turtle nest


Catie

Donation BehaviorDonates regularly to the Republican PartyOrganizes fundraisers for local soccer team

Media Behavior Reactivated Facebook recentlyConnects to old female friends

Connection to EPIWas part of wildlife camp as a childOverheard conversation about EPI

48 years oldLives in Boulder, ColoradoDivorced, three young childrenIncome: $85,000Field Engineer


Harold

Donation BehaviorDonates regularly to Cruz Roja Mexicana Gives to Campamento Tortuguero Don Manuel Orantes

Media Behavior Familiar with Facebook and Trip Advisor Promotes his hotels nationally and internationally

Connection to EPISaw an EPI camp close to hotelGot in touch and liked missionDonates $350 annually

52 years oldLives in Hermosillo, MexicoMarried, four childrenIncome: $150,000Hotel Owner


Arturo

Competitor: NOLS

Parents


Competitor: NatureBridge

StudentsDonors


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