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DNU NCTV MARKETING STRATEGY, NCTV Organizational Goals, How will the…
DNU
NCTV
MARKETING STRATEGY
New Eyeballs
Leverage 1st party data for expansive and exclusionary campaign conditions.
Use email data for audience expansion on ad platforms
Lookalike audiences across geolocations for languages
Use email data for limiting targeting on ad platforms
Building Lookalike users on Ad platforms
Google Ads
Building geolocation audience
Expand into new channels to build NCTV following.
Expand into SOCIAL channels with video mid-long form capability
META
IG strategy
Demo: Young to Mid
Snippets
New launches
Event callouts
Teasers
Facebook strategy
Demo: Mid to Older
Event callouts
New launches
Thoughts
Sharing points on scripture
TikTok
Develop PODCAST Engagement strategy
Establish PODCAST channel
YouTube
Global
Apple
Global
Castbox
APAC
Gaana
India
Amazon
Global
Spotify
Global
Explore other audience profiles to develop new communication strategies.
(Content, messaging or engagement interfaces)
Focusing on particular demographics
Life stages
Student
Lower primary
Lower high school
Upper high school
College / Uni
Family
Homemakers
Multi generational
New believer
Working life
Breadwinners
Childless
Parents
Children
Toddlers
Retirement
Believers
Non believers
Spreading Pastor's sermons across languages and geography
Expand into new geolocations of language
Select new market within language: Top 5-10 countries.
Clearer distribution spread for language by market(s):
[Conditions]
Top 2-3 markets
Reach followed by cost per Action / Engagement - subscription, average view progress metrics.
Allocating additional budgets for paid media with the aim of securing top of funnel users discovering new content
Drive users towards lower level funnel of email subscriptions to thematic content
Grow language depth
Develop user [language] relationship via thematic engagement: Life seasons / challenges
Expand content formats
Articles / Blog
Devotionals
Encouragement notes
Short clips
Q&A
Top questions answered
Seeking revelation?
LIfe seasons
Develop website
Thematic microsite
Allows for lower commitment alternative of 'selected' content
Select content determines keywords to define the Brand-to-Theme
Article and Sermon
Conversion journey to action.
Drive longevity (planned duration)
Launching a new language website
Establish demand for content
[Leverage YouTube data of popular content]
Build Brand presence
Brand keywords
Popular thematic keywords
SEO towards TOP searched / viewed themes [by language]
Develop conversion funnel to action
Email subscription
[Outgoing] YouTube channel subscription
Establish Search pathway
Google
Brand
Thematic
Generate awareness
Leverage social channels
Social post call outs across different languages
(prioritize neighbourly geolocation languages)
Dependency: Social strategy
Teaser highlights
Leverage YouTube channels community post
Highlight 'teasers' of the channel
CTA to subscribers and followers to share
(prioritize neighbourly geolocation languages)
Build-in SEO baseline
Prioritize SEO as an International concept, taking into account native language, cultural and market specific nuances.
On-site
Keyword research
Internal linking
Building individual Content pillar
Meta Data optimization
URL structure optimization
Technical
Mobile optimized, and load optimized design.
Keyword cannibalization audit
Optimize site structure according to relevance and UX navigation priorities
Off page SEO
Building brand relevance and website authority as priority.
Integrated communication with external language channels
Leveraging language social channel(s)
Call out website
[searchable post]
Leverage followers calling out website
[searchable post]
Call out website
Leverage partner social channels
New subscribers
Leverage YouTube activity towards growing channel subscriptions
[Paid media] Activate Demand Gen Subscription goal campaigns
Goal: Grow channel subscriptions by 15 - 20%
Target geo: Top 2-3 market in largest language reach
User profile: Evangelistic in segment.
Allowing for expanded
user exploration
after achieving Google recommended conversion threshold.
Budget: TBC on projection by language and market.
[Owned media] Activate channel SEO activities
On-site SEO
Curate channels towards organic thematic interest
Establish channel benchmarks
Video metrics:
Avg View Duration, Avg view % progress
Build channel expertise / thematic relevance / brand messaging
Develop channel trailer asset
Technical SEO
Keyword research to match language-to-market, market-to-thematic relevance
Establish high traffic/relevancy tags and terms to descriptions.
Implement tags and terms into:
Video meta data
Video title and description.
Leverage channel highlights
Develop channel trailer asset
Increase website traffic
Develop email subscriber conversion funnel leveraging website(s)/Landing page(s)
Requirements
Website / landing page + action form
Tracking mechanisms
Supporting external channel journey (ie email journey)
Leverage Social channels to drive following
Leverage highlight reels of thematic Q&A
How to...
Why does...
Do you see? ...
Establish relationship and communication positioning NEW sermon touch point
Support call out of YouTube channel on website
[Language dependent]
Compilations
Dependency:
Production and content team
List-ticals
E.g. Top 3 [scripture] insights/learnings
3 key take aways for [subject]
Healing
Family restoration
Engaged views
Expand into new engagement platforms/strategy to build NCTV following
Encourage sharing of content with call outs, highlights and Call to Actions.
Add in CTA into content
Adding in CTA in open frame, mid frame, end frames.
Leverage social channels for 'pull' factor
Directed to website(s) / landing pages w/ funnel
META
IG
Demo: Young to Mid
Call outs
Highlight reels
Scripture + insights
Event reminders
Facebook
Demo: Mid to Older
Scripture + insights
Event reminders
Driving user interaction
Integrate NCTV into daily life
Communicating through different means to reach different users
(Reaching users in a good mindset and environment, at the right time)
LONG TERM
Expand into high engagement channels
Develop Engagement strategy on social platforms that do not require response component.
CTA for (website content):
Sharing
Thematic highlights
Life stage insights
Testimonials
Email journeys
Expand into social channels
Dependency:
Social strategy
Content strategy
Response resource
Leverage other NCTV language website(s) for user-driven sharing
Highlight banners
Improving viewing (YouTube) metrics
Draw / Map user journey to experience the content
Masterclass
Series
Questions series
Why
How do I...
Be patient
Build faith
What do I do...
When my faith is challenged
Seeing the Father's love
Aspect of His love
He wants you filled with His peace
He wants a relationship with you
He wants to protect you
How He protects
He wants to, and already has provided for you
Set yo up for success
Viewers to take action
Build conversion funnels towards specific action
REQUIREMENTS
Website / Landing page(s)
Email sign ups
Consider Thematic
microsite
for further user engagement
Build Thematic microsite
Call-to-Action for sharing curated content
Allow microsite for social apps integration for Share buttons
Whatsapp
Facebook
Web link
Establish call outs and sharing CTAs into content
Include YouTube cards
[Incoming links]
Links to thematic playlist(s)
Add End screens
[Outgoing links]
Calling for Testimonials on digital channels
Text
Drive text submission via Landing page+form
Requirements
Landing page+form
Sample testimonial submission
(guide for submission to ensure quality)
Call to Action on Social channels
Call out on YouTube community posts
META
META Canvas/Form
Distribute with paid media
Call-To-Action on Search via SEO and paid media on minimal budget.
Video
Leverage video submission on a ready platform, with step by step guide to ensure quality
Distribute CTA and drive submissions
Paid media strategy
Video link on YouTube
META Paid Ads
Call out on YouTube Community Post
META Social post
IG
Short video highlight / guide
FB+IG
Call Out Post + Link
Hashtag ShareHisLove, HowChristLovesMe
Support Global Missions Overseas Outreach
Leverage social channels to highlight event
Event details
Contact person
Engagement:
Inquire what users are expecting when they go?
Request for Testimonials
Expand reach through partner channels
Leverage partner channels (website, social) to highlight partnership.
Grow YouTube channel subscriptions
Include CTA in video and transcripts
Paid media to drive views, optimized towards channel subscriptions.
Leverage ending thematic email journeys to drive repeated
Highlight upcoming email journeys by leveraging YouTube Community post
Leverage ending email journeys through CTA Opt-in for email journeys
NCTV Organizational Goals
1) New eyeballs
i.e. impressions, reach
2) Engaged views
3) New subscribers
4) Viewers to take action
e.g. website subscribers
Where does NCTV sit within the spectrum of the capacity of care?
BETWEEN Gospel Partner and JPM
NCTV is a resource provider.
How will the Digital Marketing Strategy address NCTV Org Goal(s)?
Legend
LIGHT GREEN - NCTV GOALS
TEAL - Strategy
BLUE - Tactics