Helping a B2C brand quickly expand into an inherently complex B2B market
The Problem
The UCLA Strategic Communications team was frustrated. This small, resourceful group managed all of UCLA’s main channels – its home page, newsroom, magazine, and all of its social channels – and yet, with a campus full of people and stories, they still found themselves scrambling for appropriate content to feature. How could we help them become more efficient creators and curators?
The Problem
Publishing daily content from what is, in essence, a small city requires airtight processes and content standards to be defined and communicated widely. We were asked to:
Conduct research and discovery, to understand and deliver insights around content creation and distribution challenges.
Develop a multi-channel content strategy, expressing audience and channel goals to help the team have a “who” and a “why” for content creation and collaboration.
Design and configure content workflows to help creators easily participate in content ideation and submission.
Stakeholder Research
Whatever it is, the way you tell your story online We conducted dozens of interviews across 21 UCLA departments in order to understand their audiences, capture their content challenges and pain points, and share out the university’s broader vision and needs.
We discovered that, on the whole, they didn’t understand the criteria and process for content planning, scheduling, and promotion. Additionally, they weren’t clear on what metrics were being measured to determine content success.
“Whatever it is, the way you tell your story online can make all the difference.”
