Digital content strategy for a women in prison charity

A comprehensive communications strategy across digital channels—social media, email & website—for a women in prison charity.

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Charity, Key Message Development, Leeds, Multi-Channel, Social Impact

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Together Women is a women in prison charity, and a national trailblazer in developing gender-specific, trauma-informed services for women affected by the criminal justice system.

As a growing organisation with new centres opening across Yorkshire, Together Women needed a communications strategy to help their first communications worker create impactful content and maintain consistency in style and messaging across all channels, and in line with Together Women’s goals.

I worked closely with the Head of Strategic Development and CEO to create a long-term vision for their social media presence, blog content, and monthly internal newsletter that would reflecting their work, values, and objectives.

Alongside strategic planning, I also developed a style guide, a content creation system and provided 6 weeks of digital training for the new communications worker.

Digital communications Strategy

As part of their digital communications strategy, I defined actions for Together Women to take to achieve their communications goals.

Recommendations were based on insights derived from research conducted across existing communications channels, competitive analysis, and audience analysis.

All recommended content followed a core messaging framework aligned with Together Women’s vision, mission, and values – and their customers’ informational needs. See it at work here.

It included:

✺ Communications Goals	Along with recommended actions to reach those goals.
✺ Message Guide	To help the new Communications worker understand Together Women’s position and unique perspective on the criminal justice system.
✺ Audience Profiles	To understand who the organisation is talking to, and what their informational needs are.
✺ Competitive Analysis	To both align Together Women with, and differentiate them from other similar organisation.
✺ Content Audit	To understand what is and isn’t working with their existing content, and build on that.
✺ Channel Guidelines	To define what type of content each channel is best used for, and which audience to reach on different platforms.
✺ Content Ideas	I develop an extensive list of content ideas, in line with their communications goals, aimed at different audiences and channels.