Provide direction and execution on content and communications for programming of AIGA Portland's Women Lead Chapter.

CLIENT

American Institute of Graphic Arts

LOCATION

Portland, Oregon

PROJECT

Women Lead Communications

ROLE

Strategy, Design, Research

Big Head Content Strategy
Journey Stages Content Strategy
Who | Do Segments

Content Mission

The Portland AIGA Woman is: 

• A design-thinking creative working at an agency, a brand, marketing, or as an independent creative professional in Portland. She often works over 40 hours a week, and her time is precious. 

• She needs to rely on AIGA to be an organization she can look to for talking points and information.

• Her ideal is a ‘one-stop shopping’ digital experience for meeting new friends who are nearby, sharing work with colleagues, getting inspiration, learning new skills, getting educated about design-thinking topics, staying in the know about agencies and anything else that helps her get on top of her game within her field - and keeps her prepared for new job prospects.

Goals

Hard:

• Brand awareness

• 30%+ increase in female memberships

• Increase in volunteers for Women Lead

• Improve SEO by 20%

• Sold out events

• 50% Increase of engagement with content

• Get individual articles in the top 10 pages visited in 2017

• Get “News” or “Blog” to be the most visited page to start drilling

• To spike over 2,000 sessions by end of Q2 2017

Soft:

• To unite, educate and advance the Portland design community.

• To help establish AIGA as a culture leader in the Portland design community

• To elevate emerging Portland-based designers and tell their stories

• To engage with a younger and more international audience beyond Portland

• To introduce the next global generation of designers and design leaders to AIGA

Insights

Top 8 visited pages:

• landing page
• upcoming events

• jobs

• about us

design contests are unethical (the top read story post)

dmob

membership

• fake it til' you make it

Top 8 words that visitors find AIGA through:

• aiga

• event

• upcoming-events

• about-us

• programs

• event-internal

• jobs

• get-involved

Strategy

Focus on creating 'Evergreen Content', Content which does not expire in the short term, is perpetually relevant, and always fresh.

Include:

● Graphic Design Centered Topics

● Interviews & Profiles (members & non-members)

● Reviews (books, exhibitions, art, typography, websites, movies, music)

● Op-ed pieces

Voice + Style:

● Smart, yet not academic

● Casual, yet not chatty

● Humorous and witty, yet not flip, overly ironic, or trivial

● Clear and engaging

● Critical and reflective, yet not cynical

● Surprising, yet always consistent

● Provocative, yet respectful

● Accessible to a non-design audience

Solutions

• Plan 3 events for 2018

• Fill out an editorial calendar for Women Lead on Basecamp

• Conceptualize campaigns, leads, and stories

• Develop go-to talent for content production volunteers

• Create list of potential subjects

• Make a format for podcast interviews

• Multimedia interviews for blog and social

Blog Post | Borrow
2017 AIGA PDX Content Strategy
Ladies Get Paid
Story Rubics Example
Event | Hustle for Your Health
Category Rubics
How to Pitch an Idea