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Part 1 Content Strategy BasisOriginally delivered June 7 2013Content mission statementA content mission statement describes Why an organization publisheswhat content and for whom It answers the the question why doesSustainability Institutes web presence exist Sustainability Institute publishes content and maintains webfunctionality that enables people who may not otherwise have beenconnected to collaborate on sustainable projects across the state Theorganization alerts its audiences to potentially useful resources allfor the aim of better stronger communities Key messaging The main overarching messages that content needs to provide webvisitors are Sustainability Institute enables people across the state to reach out toothers who have similar aims and some asset to contributeSustainability Institute and other organizations provide resources forsustainability education and technical skills in communities businessand educational institutionsSustainability Institute will frame its messages in the following ways Official and unofficial messaging from Sustainability Institute cannotavoid the topic of coal this will lead to the impression thatSustainability Institute is against coal as environmental effortsare often regarded this way The organization will regard it neutrallyand respectfully and from a position of offering as much support aspossible to former coal workersFocus on shades of green eg approaching work to sustainability insmall steps avoiding messaging that implies going green or beingsustainable is a total overhaul of the way of businesslife or is notsomething associated with our target audiences Describing smallimpactful changes and focusing on the positive quality of life impactsof sustainability projects that actually arent the most directlysustainable ones eg reduced cost longer lasting etcEmphasize collaboration and practicality Working together to get itdone speaks to collaboration with other organizations with similar orrelated goalsDone v Perfect Sustainability Institute values expediency overabsolutely perfection This underscores the organizations approach ofpracticality Sustainability is not exclusive to concerns about the naturalenvironmentSustainability is about quality of life for this and future generationsThe objective is to make life better save money make things lastlonger make things better for your kids and experience beauty andDIY-prideSustainability Institute seeks to communicate that West Virginia is
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