Brio - content strategy

Client

Brio Global Mental Health

Project

Content strategy

Marketing palette

Strategy deep-dive: vision, mission, values, ecosystem, communities, unique promise, programmes, objectives

Persona definition

Customer journey

Content strategy

Editorial calendar

Brio - content strategy

Client

Brio Global Mental Health

Project

Content strategy

Marketing palette

Strategy deep-dive: vision, mission, values, ecosystem, communities, unique promise, programmes, objectives

Persona definition

Customer journey

Content strategy

Editorial calendar

Need

Brio is a not-for-profit organisation committed to advancing global mental health through design and collaboration with local organisations in resource-constrained areas. They do so by developing community-owned initiatives in close partnership with local leaders and by blending Acceptance and Commitment Therapy with liberation psychology and storytelling. Brio was looking for support in formulating a content strategy that aligns with their vision and core values of accompaniment and human-centered design. They were seeking to share stories of impact while maintaining their role as partners working behind the scenes alongside local leaders. They also wanted to establish a consistent online presence, all while navigating the constraints of time and resources.

Approach

The project is in full swing and comprises a series of in-depth workshops with Brio’s Executive Director. We started with a deep exploration of Brio’s vision, mission, core values, distinct promise, community ecosystem, personas, programmes, as well as its organisational and marketing objectives. Having delved into these fundamental elements, we went on to define Brio’s two key personas, drawing upon insights previously gathered by the organisation. We then formulated the content pillars that would deeply resonate with each persona, all the while keeping a keen eye on the broader ecosystem of communities directly and indirectly impacted by Brio. We brought all of this together into a detailed editorial calendar, covering fresh and repurposed content rooted in Brio’s values. Our current focus is on mapping out the customer journeys of the two key personas.

Results

Following the first workshops, Brio has more clarity on how to bring their vision, mission, USPs and proof of their work to life through strategic and consistent content that embodies their core values: interdependency of communities, mutuality of compassion, and proximity to vulnerability. They’ve also gained a better understanding of their personas and what content to prioritise for each of them. In addition, they now have a collection of specific and relevant content pieces for the coming months as well as strategies for effectively repurposing their existing content. The approach has led to a consistent online presence and a surge in engagement across their social media platforms.

I’ve been working with Laura to strengthen our public narrative and build content that reflects who we are as an organization, along with the impact we’re having. Laura’s wisdom, thoughtfulness, and creativity are at the heart of our storytelling strategy and I am so grateful to her. In particular, I’ve really appreciated Laura’s methodical process of understanding our audience members through empathy and rigorous research; identifying important content potential; and thinking creatively about the stories we can tell in a way that upholds dignity. Since working with Laura this year our social media following and engagement has doubled, and we have been contacted by potential partners and supporters who did not know of us before. That said, her strategy is not just about short-term gains but about investing in a long-term narrative shift that our sector so desperately needs. I wholeheartedly recommend Laura, it continues to be a privilege to work with her!

 

Daisy Rosales, Co-Founder & Executive Director
Brio Mental Health

Client

EIT InnoEnergy Innovations

Project

Website revamp

Marketing palette

Strategy deep-dive: vision, mission, values, ecosystem, communities, unique promise, programmes, objectives

Persona definition

Customer journey

Content strategy

Editorial calendar

Client

EIT InnoEnergy Innovations

Project

Website revamp

Marketing palette

Strategy deep-dive: vision, mission, values, ecosystem, communities, unique promise, programmes, objectives

Persona definition

Customer journey

Content strategy

Editorial calendar

Need

Brio is a not-for-profit organisation committed to advancing global mental health through design and collaboration with local organisations in resource-constrained areas. They do so by developing community-owned initiatives in close partnership with local leaders and by blending Acceptance and Commitment Therapy with liberation psychology and storytelling. Brio was looking for support in formulating a content strategy that aligns with their vision and core values of accompaniment and human-centered design. They were seeking to share stories of impact while maintaining their role as partners working behind the scenes alongside local leaders. They also wanted to establish a consistent online presence, all while navigating the constraints of time and resources.

Approach

The project is in full swing and comprises a series of in-depth workshops with Brio’s Executive Director. We started with a deep exploration of Brio’s vision, mission, core values, distinct promise, community ecosystem, personas, programmes, as well as its organisational and marketing objectives. Having delved into these fundamental elements, we went on to define Brio’s two key personas, drawing upon insights previously gathered by the organisation. We then formulated the content pillars that would deeply resonate with each persona, all the while keeping a keen eye on the broader ecosystem of communities directly and indirectly impacted by Brio. We brought all of this together into a detailed editorial calendar, covering fresh and repurposed content rooted in Brio’s values. Our current focus is on mapping out the customer journeys of the two key personas.

Results

Following the first workshops, Brio has more clarity on how to bring their vision, mission, USPs and proof of their work to life through strategic and consistent content that embodies their core values: interdependency of communities, mutuality of compassion, and proximity to vulnerability. They’ve also gained a better understanding of their personas and what content to prioritise for each of them. In addition, they now have a collection of specific and relevant content pieces for the coming months as well as strategies for effectively repurposing their existing content. The approach has led to a consistent online presence and a surge in engagement across their social media platforms.

I’ve been working with Laura to strengthen our public narrative and build content that reflects who we are as an organization, along with the impact we’re having. Laura’s wisdom, thoughtfulness, and creativity are at the heart of our storytelling strategy and I am so grateful to her. In particular, I’ve really appreciated Laura’s methodical process of understanding our audience members through empathy and rigorous research; identifying important content potential; and thinking creatively about the stories we can tell in a way that upholds dignity. Since working with Laura this year our social media following and engagement has doubled, and we have been contacted by potential partners and supporters who did not know of us before. That said, her strategy is not just about short-term gains but about investing in a long-term narrative shift that our sector so desperately needs. I wholeheartedly recommend Laura, it continues to be a privilege to work with her!

 

Daisy Rosales, Co-Founder & Executive Director
Brio Mental Health