NI Connections is working to harness the power of the Northern Irish diaspora to help grow the economy by helping to attract investment, tourism, conferences, events and other opportunities. A key element of this is to engage and recruit the diaspora to this initiative. NI Connections tasked us with developing a content plan that would result in a clear tone of voice, and an outline of the type of content needed to resonate and engage with NI’s diaspora, and help create an affinity with the NI Connections brand.
We reviewed rules of engagement by analysing content platforms that faced a similar challenge. We profiled our target audience and segmented into different groupings detailing circumstances, interests, affinity levels and channel preferences. We then developed a comprehensive content strategy that now serves as the blueprint for all further online communications coming from NI Connections. This includes a content calendar outlining the most relevant opportunities (including events and themes) to resonate with our audience (to help recruit through social sharing) and deepen affinity with existing members.
The strategy has just been developed and the calendar is now in production. Watch this space for updates on activity.