Marketing Principles

Everyone is welcome, we’re in this together. Our imagery shows diversity, our language is always inclusive, we don’t abandon our values, its always women supporting ALL women.
We are a community. We build comraderie. This is a place to be seen, heard and supported. We work, but we also have a lot of fun!
We are just like you. We are women abroad with democratic values. While we talk politics, we also uplift womens causes and we discuss the particular experience as an American women abroad.
We are fighters who take action. We mobilize, we fight, we resist, we take action. This is group of women that gets things done. We stay hopeful but fiery.

Marketing Campaigns for 2026 and 2025

IDEAS FOR 2026
Anchor Campaigns (ie. ongoing weekly posts):
- Women Warriors: highlight women from history and in the present that are warriors and fighters. They can be the first to do something or are doing something now to resist the regime. Ensure to highlight a diverse mix of women - the hidden women of history who changed history. [social posts, stories]
- Voices Beyond Borders: Stories from women from GWC or women outside the US and what they care about, how things effect them. Real voices, real issues, real connection. [Blogs, newsletter, social, video]
- Take Action: Shared campaign with DA. Redo their graphics and choose ones that align with our focus. Strong Call to Action, tips and direct links of how to take action.
- We are the Resistance: Highlight how women are the ones that will lead the resistance. Those that are making a difference and things you can do to resist. Boycotts, calls.
- Take back your Power: educating younger audiences that womens’ rights weren’t a given and they were fought for, and how to continue to fight for them. Provide actions, but also build knowledge of why our votes are precious
- Global Women, Local Community: series focusing on the reality of being a women abroad, away from the U.S. Can connect to influencers, other orgs, embassy(?) to provide tips of thriving abroad, finding your community here, joining GWC

Increase reach and engagement of GWC social channels by +20% MoM more followers and ‘engagements’

Attract and engage younger (under 40) GWC members to post, repost and contribute to GWC with a pool of 50 **GWC volunteers/online advocates

Support Policy and Events goals by creating more leads to the votefromabroad registration & event signups

Garner engagement with frequent posting on key channels to reach younger audiences following the Brand Editorial Grid [Increase Awareness & Engagement]
Engage influencers and content creators with existing audiences that match our target (young American liberal women abroad) to reach new followers [Activate Younger Women]
Create an online community of women through shared interests, events, and online spaces to share [Activate Younger Women, Support Events]
Educate young women on the Power of Voting and how Policy affects their daily lives and future [Support Policy/GOTV]

Brand Book & Social Media Guidelines

Logos

Brand Colors (click to expand)

Brand Fonts

Oswald

Overpass

Open Sans

Scripts to play with: Pacifico, Yellowtail, Dorothy

Platform	Frequency	Primary Post Type	Graphic/Video Rules	Text Limits	Notes
Substack	1-2/week	text			1 blog post, 1 newsletter
Youtube	1-3/week	video
Facebook	1-5/day	image
Threads	4-10/day	text			for 2025; in 2026, we can drop this number once we’re established
Bluesky	3-5/day	text	4 graphics per post, 60-second video max	300 characters
Mastadon	3-11/day	text
Instagram	1-5/day	image	1080x1080 px images, 1080x1080 or 1080x1350 px vids (1:1; 1.9:1; 9:16); 1080x1920 px stories and reels	2200 characters
Snapchat	1-3/day
Tiktok	1-4/day	video
Youtube Shorts	1-3/day	video
Reddit	1/day	text
Instagram Stories	1-2/day
Facebook Stories	2/day
Tiktok Stories	2-4/day
LinkedIn	3-5/week	text			1 of these should be a long-form think-piece, kind of like a mini-blog.