Keeping Pets & People Together: A Comprehensive Content Strategy and Style Guide
Harley's Hope Foundation works to prevent at-risk animals from being surrendered or put down for treatable conditions and behaviors. This comprehensive content strategy plan and style guide helps HHF improve their digital presence, increase engagement by 10%, and better serve their diverse audience of donors, volunteers, pet owners, and veterinary partners.
Seeking transparency, accountability, and measurable impact from their contributions
Looking for meaningful opportunities and flexible roles to support the community
Primary beneficiaries needing accessible services during financial hardships
HHF's Instagram engagement dropped significantly after COVID, with inconsistent posting schedules and mismatched hashtags. Meanwhile, Facebook showed strong performance in community outreach (61% of annual reactions) but lacked consistent information-based content. Our strategy addresses these gaps while building on existing strengths.
Analysis of HHF's Facebook performance from January 2024 to February 2025 revealed key insights about content engagement patterns and audience preferences.
Community Outreach
61% of all annual reactions came from community outreach posts, showing strong audience interest in events and community involvement.
Information Content
Only 2% of reactions came from informational posts, representing a significant opportunity to educate and engage the audience with valuable content.
October 2024
October showed exceptional performance with 2,500+ reactions, primarily from community outreach events, demonstrating the power of event-based content.
Planning to post 3-4 times per week with specific content types ensures consistent engagement and helps build audience expectations. This addresses the gaps in posting that reduced reach and engagement.
By implementing consistent posting and diversified content types, HHF can achieve steady engagement growth rather than relying on occasional viral posts.
A visual representation of how content flows across platforms, channels, and audiences, ensuring consistency and strategic alignment.
Central hub for all information and resources. Most effective current channel with organized navigation and comprehensive content.
Primary social platform with strong community engagement. Needs refined information content and donor/fundraising posts.
Weakest active platform requiring structured approach with success stories, reels, and behind-the-scenes content to reach younger audiences.
HHF's content should be confident, clear, and helpful while remaining friendly and approachable. Using first-person plural (we/us/our), active voice, and inclusive language ensures accessibility while maintaining professionalism. The voice is business-oriented to establish credibility, but warm enough to connect with pet families in difficult situations.
Consistent templates ensure brand recognition and professional presentation across all content types
Logo on every page, table of contents with hyperlinks, consistent headers (50px title, 20px subheadings), contact page with resources
Flexible background design within brand colors, TT Interphases font, 16px body text, black headers with blue subheadings
Logo in bottom left, title/graphic/purpose prominently displayed, social media links with icons in lower banner
Flexible banner colors (blue/purple/lilac/grey), text contrasting with background, dates and locations clearly visible
HHF logo in top corner, grey/blue bar across top (45% transparency), Roboto font for any text overlay
Real photos of pets and events preferred, consistent brand elements, captions with slogans and website links
Standard intro/outro with logo and name, contact information and website in outro, encouraging interaction
Happy, upbeat tone, concise content, captions with keywords and links, call-to-action (like, comment, subscribe)
Example of short document template featuring all required elements: logo placement, social media links, event details, and brand-consistent color scheme.
Example of static image template with semi-transparent header bar, logo placement, and tagline "Keeping Pets and People Together."
A consistent workflow process ensures validity and proper formatting across all digital content. Every piece of content follows a structured path from creation through documentation, upload, and archiving, with designated folders for each content type (Content Management, Public Documentation, Image Content, Video Content, and New Folders).
13 months of social media analytics informed content recommendations
Style guide covers web, video, and image content across all platforms
Two editorial calendars provided (ideal and short-staffed versions)