Joy Bennett's Messaging and Marketing Portfolio

M A R K E T I N G . C O M M U N I C A T I O N S . R E S U LT S .
Messaging: Branding, Message Hierarchies,
Storytelling, Writing, Content Development
Marketing: Content Marketing, Digital Media, Promotion
Plans, Campaigns
WWW.JOYWBENNETT.COM

Messaging: Storytelling
• Built and led high-quality and efficient writing team supporting all
staff of Feed the Children from executive level to fundraising by
creating effective tools to support their work
– Blog posts (under executive team bylines and editorial staff)
– Website copy (landing pages, static pages, success stories on
donors/volunteers/corporate partners)
– Newsletters to show specific categories of donors how they are feeding
children and building self-sufficiency
– Speeches (for CEOs, celebrity partners, others)
– Grants, proposals, and pitches (resulting in more than $50,000 in
private donations from July – September 2014, government grants still
pending as of this writing)
– Annual reports for Feed the Children and subsidiary World Neighbors
– International story editing and coaching to improve the quality of story
and photo content sent by international PR staff for use in fundraising
materials
WWW.JOYWBENNETT.COM MARKETING. COMMUNICATIONS. RESULTS.

CoverStory

Newsletters

OnlineOpinionPiece

Branding
• Collaborated with external agencies and executive team to define,
implement, and teach the new Feed the Children brand – look, feel,
voice, values
– Developed curriculum and resources to help staff master the new brand
and apply it within their jobs, including Spanish translations to equip
Latin American employees to learn and master the new brand quickly
– Presented brand training to global staff so they would be prepared to
live and speak the new brand in their roles
– Created and launched internal and external communications and
promotions plans for brand launch to maximize national and local
earned media opportunities, a multi-channel social media paid
promotion campaign, and op-eds and interviews by credible executives
• Led team of writers through a refresh and rewrite of all marketing
collateral into new brand, thus providing all staff with the resources
they need to acquire and cultivate corporate, private, and individual
donors

FeedtheChildren
BrandCheatSheet

Feed the Children Brand Book
(Full brand book available if interested)

Feed the Children Brand Book

Online Content Development
• FeedtheChildren.org
– Collaborated with external agencies and internal digital media
team to create >80% of content needed by deadline for new site
launch, resulting in successful go-live of all desired Phase 1
content in July 2014
• Managed team, research, fact-checking, and schedules to meet go-
live deadline
• Hired freelance writers and trained them in new brand voice
– Supported internal digital media team, donor relations teams,
and communications & PR with high quality updated content,
new stories, and press releases so the site remained dynamic
and fresh

WebCopy

Website Copy

Online Content Development (cont.)
• Blog.FeedtheChildren.org
– Worked with external agency to create a design, structure, and
concept for new Feed the Children blog, resulting in successful
launch in November, 2013
– Curated, created, and edited all submissions from executive
team, international teams, and events to build an engaged
readership, strengthen the organization’s reputation as a thought
leader, and grow social-referred visits to website by 80% in the
first quarter of FY2015.

FeedtheChildrenBlog
HomePage

Online Content Management (cont.)
• Blog.WorldVision.org
– Contributed compelling stories from communities in Bolivia and
Sri Lanka resulting in dozens of new child sponsors
• Joyinthisjourney.com
– Designed personal blog and grew community of loyal readers

Marketing: Social Media
• Giving Tuesday 2014 –Think Again, a perception-change campaign
• Goals:
– Correct misperceptions of hunger and poverty
– Gain organic reach
– Fundraise by acquiring new donors through the gift catalog
– Prove the value of social media for fundraising
• Duration: one month
• Contents:
– Set of perception-changing images to be posted 1 every 3-4 days
– Video shorts
– Social media posts tailored for each channel
– Set of blog posts on each of the themes
– Calls to action pointing to gift catalog’s related items
• Promotion:
– Organic posts on all our channels
– Hashtag #thinkagain
– Social sharing toolkit provided to all supporters (corporations, artists, donors, employees)
– Twitter promotions (funded by nonprofit rebate from earlier campaign)

Eye-catching
image
Misperception in
reader’s words
Tagline
Fact countering
misperception
URL to landing
page

Joy Bennett's Messaging and Marketing Portfolio

Joy Bennett's Messaging and Marketing Portfolio

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