CONTENT STRATEGY

COMMLEAD

Overview

CommLead, aka Communication Leadership, is a graduate program at the University of Washington, Seattle, for communication students that prepares them for careers in fields such as Marketing, Content Strategy, UX Design, Journalism, and many more. 

Project Timeline

Mar 17, 2022 - Jun 10, 2022 

My Role

Content Strategist

Business Goal

Increase applications from domestic students (outside CA & WA)

Content Goal

Showcase the diverse & inclusive community of CommLead through content

Deliverable

A strategic plan for new content that shares knowledge and helpful advice for Commlead’s prospective students, complements their advertising, mission-driven, and task-based content.


THE PROCESS

  • Comparative Review

  • Audience Research

Discovery

  • Brand Tree + Messaging Pillars

  • Voice & Tone Guide

Messaging Guide

  • Concept + Outcomes

  • Content Mix

Editorial Plan

DISCOVERY

This was the most important and time consuming part of the strategy process. My focus was on scoping the project with client goals, learning more about the client’s priority audience, and looking at comparable content and similar sources to understand the content ecosystem.

  • Comparative Review

I started off with identifying 4 of our comparators, and defining the heuristic criteria and ranking scale I will be following during the review– questions, scope, and time period. I created a worksheet for all the data I was collecting so I can easily and quickly compare and tally results. My focus was on first impressions, priority audiences, brand messaging, product/service messaging, content topics, and formats.

The comparative review helped identify several areas where the client can improve their content for our target audience. I recognized that they would benefit from more clear and better-placed Calls-to-Action on their home page and throughout their website, as well as more concise and clear value statements. Majority of the content available is directed toward current students and alumni. There needs to be more content that addresses the concerns or gains of our target audience i.e prospective students.

  • Audience Research

I conducted secondary research to dive deeper into our priority audiences’ motivations as well as pain points. The client’s priority audience for this content marketing campaign was prospective students : students who are looking to attend graduate school within the next year or two. They would, ideally, be in the research phase of their application journey, looking for the perfect school, program, & location for themselves.

I created an archetype for this audience group.

STYLE GUIDE

I wanted to create a guide for messaging and voice and tone for Commlead’s communications with this specific audience. The goal was to figure out which messages were the most important to convey: messages that supported my client’s marketing goals while being consistent & cohesive with the brand, but also offer a unique spin that prioritizes domestic prospective students.

I followed a straightforward four-step process:

ChooseTerms → Discuss & Define Terms → Rank Terms → Use to Inspire Voice & Tone

  • Brand Tree + Messaging Pillars

  • Voice & Tone Guide

EDITORIAL PLANNING

I strung together a series of content pieces that help our priority audience through their application journey. I used a simple Google Sheets template to highlight why Commlead should make a certain type of content, what to make, where to publish it, and how to measure success. 

My proposal was to create an E-magazine to post on Commlead’s website. This magazine was to be centered around the theme of Seattle – the city that is home to University of Washington’s main campus— and aimed at bringing attention to all the advantages young professionals have by residing in the city.

  • Concept + Expected Outcomes

  • Content Mix