Hózhó initially worked with charity The Onaway Trust on their strategic vision. Onaway partner with projects and campaigns that support indigenous tribes around the world. They wanted to raise their profile and start promoting themselves more effectively online. We were commissioned to put their new strategy into practice. One of the first things we needed to tackle was the subject of communications (and content) planning; who the charity was speaking to, what they needed to say, and what was the best way to say it.
We used personas created by Leeds-based Only (a branding and digital agency) to work out what tone of voice would appeal to their audience. We also examined which communication platforms each audience would use. From here, we could predict what content themes would grab people’s attention and help to raise the profile of Onaway.
Alongside this, we wanted to explore what type of content would be appropriate, whether pictures, numbers, long-reads, or small snippets. This helped us to ensure that any content and calls to action would engage the different audience groups.
We plotted the themes and content presentation against the audiences and found clusters which had the broadest appeal, allowing us to show Onaway what kind of content they should be creating and why.
We visualised the communications framework, and distilled all we knew into one simple diagram that enables Onaway to identify which of their projects will appeal to which audiences. This helps them to know how to best write about their exciting projects to engage the widest audience or specific users as required.
We also worked with the charity to set a social media strategy, and the team are now using the communications framework as part of their regular content planning.