Delivering an Effective Content Strategy for Britain Stronger in Europe
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Will Straw's presentation to the Page Lizard Content Srategy
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Delivering an Effective Content Strategy for Britain Stronger in Europe
- 1. Constructing and delivering a content strategy Will Straw Britain Stronger in Europe
- 2. Ingredients of a “War Book” • Market segmentation • Message testing • Channel analysis • Earned media • Owned media • Paid media • Integration with ground operation
- 3. Market segmentation • Populus identified seven groups: • Ardent Internationalists – 10% • Comfortable Europhiles – 20% • Engaged Metropolitans – 5% • Hearts vs Hearts – 15% • Disengaged Middle – 20% • Strong Sceptics – 20% • EU Hostiles – 10% • Continual polling and focus groups • The Messina Group provided voter level analysis
- 4. Message testing • In a name: Britain Stronger in Europe • In a sentence: We are stronger, safer and better off in Europe. • In a paragraph: • We are stronger, safer and better off in Europe than we would be out on our own. Of course the EU isn’t perfect. Leaving Europe would risk our prosperity, threaten our safety and diminish our influence in the world. The benefits of being in clearly outweigh the costs. • The elements of strength • A stronger economy that delivers opportunity now and for future generations – opportunity through growth, trade, investment, jobs and lower prices. • Stronger leadership on the world stage, enabling us to shape the future – influence through participation. • Stronger security in a dangerous world, keeping Britain safe – safety though partnerships.
- 5. Channel analysis: earned media • Media grid covering: • News stories • Broadcast events • Local papers • Lifestyle press • Special interest press • Integration with research and events team to deliver grid • Revisit grid every week
- 6. Channel analysis: owned media • Neutral approach – go where audience is • Facebook • Email • Twitter • Instagram, Snapchat, WhatsApp, etc • Integrate with earned media grid
- 7. Channel analysis: paid media • Building social media • Facebook • Email acquisition • Marketing budget • Social media: facebook, google search, YouTube pre-roll • Direct mail, election addresses • Billboard, ad vans, etc
- 8. Ground operation • Build up volunteer organisation • Ladder of engagement • Community meetings • Campaign activity • Street stalls • High visibility • Leafleting • Canvassing