Reel Grrls Content Strategy Report

Preliminary Work

As part of analyzing the website for improvements, an inventory of the organization's website pages and its social media presences was made.

This content inventory includes a list of the Reel Grrls website’s pages, organized into categories and with alternate URLs when available. The list includes active and disused pages, and linked PDF files.

Also included in the inventory is a list of the organization’s social media channels and profiles, with number of followers and typical post frequencies. The inventory was created manually, with manual searching of pages with partial aid of a search engine.


Content Inventory of Web Pages


Content Inventory of Social Media Profiles


In addition to the content inventory, a persona was created based on a group interview with someone interested in Reel Grrls. The person interviewed was a board member of the organization, and is interested in furthering its goals and mission.

The persona includes a user description, demographics, interview quote, technical/channel profile, user/audience goals, and business goals/objectives. The persona paper includes font styling elements from the website for Reel Grrls.


Competitive Analysis

The competitive audit/analysis compared the website for Reel Grrls to the websites for five similar organizations: Ghetto Film School, Willie Mae Rock Camp for Girls, Powerful Voices, Global Action Project, and TVbyGIRLS.

The audit analyzes the the six websites by using 29 relevant heuristics in 6 categories. These comparisons are organized in a spreadsheet with applicable notes. Also included in the analysis documentation are descriptions of the five other organizations with screenshots of their home pages.


Competitive Audit/Analysis Spreadsheet

Page Description Diagrams

Two page description diagrams were created which organize page elements based on priority to the user.

The elements are ranked by high, medium, and low priority, and include notes on the pages and their elements. The pages analyzed are the Home page and the Stay in Touch page.


Home Page Description Diagram


Stay in Touch Page Description Diagram

January 2013 - March 2013

This report was created for the INFO 498C: Content Strategy course, which focused on the analysis of the website of Reel Grrls, a non-profit organization whose mission is to empower young women by training them in media production and analysis.

I made a content strategy report for the organization, focused on a competitive audit and analysis of the website. The recommendations and solutions presented in the report can be used by Reel Grrls to improve its website for a better user experience and a more effective conveyance of its mission and purpose.

The report contains:

  • An executive summary
  • A current situation description
  • A similar website comparison
  • Recommendations
  • Prioritization of recommendations
  • A competitive audit and analysis spreadsheet
  • Page description diagrams

The competitive analysis involved the websites of other similar non-profit organizations:

  • Ghetto Film School
  • Willie Mae Rock Camp for Girls
  • Powerful Voices
  • Global Action Project
Team Members

The course included group collaboration for some assignments, with deliverables and the final content strategy report created individually.

  • Joseph Bull
  • Eun Rha
  • Nathaniel Williams
Skills Applied
  • Competitive Analysis
  • Content Inventories
  • Content Strategy
  • User Personas


Report Cover Page


Home Page During Analysis