Content Strategy

Big picture. Brainstorming. Impacts.


FrahmComm can help you define your communication goals and create a roadmap to reach them. A clear strategy will help you make more efficient use of your resources–and have more impact.

Annette Frahm has gained a reputation for her skills in big-picture thinking. She can translate insights into communication and storytelling strategies that make a difference in the real world. Annette speaks and teaches about storytelling, changing environmental behavior and how to create effective communications.


Improving web presence of sustainable landscape company

FrahmComm worked with In Harmony Sustainable Landscapes to improve its online presence and web traffic. Annette began by developing a content strategy that included writing a blog, producing video content and increasing activity on Facebook, Pinterest and Houzz, with smaller efforts on Instagram and Twitter. She has worked with In Harmony staff over two years to implement the strategy. Web traffic and engagement have significantly improved year over year. For example, a recent video has received more than 4,500 views on YouTube in less than six months.

“Lawn and Landscape [national trade magazine] called to interview me about sustainable landscaping. The woman I talked with said, You are all over the web. I found you on video, on blog posts, on Instagram. You are doing something right. Any company would want to know how you are doing it because you seem to be very successful at these new marketing avenues.”
–Ladd Smith, In Harmony co-owner

Developing social media strategy for local health district

The Kitsap Public Health District wanted to determine whether and how it should use social media as part of its communications. Annette and her project team researched social media use among health departments and other public agencies and developed findings and recommendations. The report covered rationale for using social media, barriers and opportunities, records retention and HIPAA, and best practices. It also included several case studies, tools and resources.

They presented findings and recommendations to KPHD managers and staff. The presentation led to KPHD having its first conversation about adopting social media. KPHD did a pilot project and is currently implementing the strategy.

Strengthening Sustainable Seattle’s messaging

Sustainable Seattle is working to strengthen its identity and reputation in the community. As chair of the board’s External Affairs Committee, Annette Frahm worked with the organization’s board of directors and staff to develop messaging architecture. This helped create clarity around mission, vision, values, positioning, key themes, priority messages and proof points for Sustainable Seattle to use in its website, blog, social media and other communications.

Teaching others about effective strategies

WhatHomer Simpson can you learn from Homer Simpson about communications strategy? Annette Frahm can tell you. She has spoken and taught workshops at local, regional and national events about persuasive communications, storytelling and social marketing.

Governments and nonprofit organizations cannot change environmental behavior just by providing information to businesses and the public. They need to develop audience-based strategies that consider factors such as social norms, credibility, authority and feedback. They need to communicate in a way that connects with people’s values and find ways to reduce people’s barriers to behavior change. Annette’s work has helped governments and nonprofits around the US and Canada to improve their research, planning and evaluation of public education and outreach programs.

“We have offered this workshop multiple years at the same location and people are still asking for more. Annette actively engages participants in a fun learning environment, while providing practical tips and tools from her years of experience. I highly recommend this workshop!”
–Ann Butler, organizer of Storming the Sound professional workshops


Creating more effective websites

You may get people to your website using SEO. But that won’t keep them there and bring them back again. You can develop a more successful website strategy if you understand more about how people think.

Through her experience in the prestigious Master of Communication in Digital Media Program, Annette Frahm developed skills in analyzing websites using key principles of psychology, such as vision and perception, motivation, personality, needs and social comparison. For example, how does your use of color and spacing affect people’s ability to find things on your site? How could your website engage people on several different levels of Maslow’s hierarchy of needs? How could your site work for both people who are curious and those who are cautious?

If you’re developing or revising a website, call on FrahmComm to help you make your new site more effective.

Helping city protect urban forest

Seattle reLeaf logoThe City of Seattle adopted an ambitious plan to protect and restore its urban forest. The city needed to know which audiences were most important to reach and how to engage them in helping to protect and restore the urban forest.

Annette Frahm did key informant interviews to better understand the city’s audiences. She developed a comprehensive audience-based communications strategy, addressing activists, parents, young professionals and more. The communications strategy has been used as a model by other city departments.

She also created the program name – Seattle reLeaf – along with a tag line and key messages. Seattle reLeaf is widely recognized, and the city’s tree portal web site is well used.

Client: City of Seattle Office of Sustainability and Environment

Strategy for GeekWire to attract more female geeks

GeekWire is a news website that reports on technology and its impact on popular and geek culture. Its current audience is more than 80% male, working in the high-tech field. It wanted to broaden its audience to include tech-savvy females as well as a broader audience interested in technology.

Annette Frahm worked as part of a team to develop a communications strategy for Geekwire. Some of the recommendations included writing stories on topics that address the interests, needs and values of its female readers, making a broader use of social media platforms to engage the community, developing different voices for site authors and taking a road trip to meet and engage geeks beyond the Seattle area.

Project done as part of the Master of Communication in Digital Media Program, University of Washington.