Internal Enterprise Strategy Case Study – Providence
Developing an enterprise content model to bring many internal teams into alignment
The Problem
Providence, a healthcare system full of people brimming with heart and passion, had expanded to new regions, acquiring hospitals and bringing on new teams – all of whom had local subject matter expertise. They needed guidance on an enterprise strategy that would help content creators across the enterprise create and share brand-aligned content, joyfully and efficiently.
The Program
After conducting interviews with creative teams across every region, Program 11 developed a content ecosystem model showing all of the touchpoints where content lives. From there, we delivered an actionable, multi-channel, cross-team content framework built on a centralized model where content standards are created and governed, while distributed teams continue creating content for their respective audiences.
Stakeholder Research
We conducted dozens of interviews across Providence departments in order to understand who creates content and for what audiences, capture their content challenges and pain points, and capture opportunities for better alignment.
Content Model
We developed a multi-channel, enterprise-level strategy framework and recommendations deck, detailing how content will be created, across teams and channels, to bring the brand to life and provide real-world support and content of interest to Providence patients and employees.
Content Roadmap
We then developed a 30/60/90 day content roadmap that would incorporate, in one document, our operational and workflow recommendations, including:
· Editorial planning workflow
· Content creation and submitting workflow
· Content reviewing / moderation workflow
· Content publishing workflow
“Program 11 are such great partners to us, doing both strategic and creative work with attention to detail and a consistent eye on ROI.”
—Wade Osborne, Executive Director, Brand
The results:
Our work with Providence supported multiple initiatives:
An evolved brand seeking alignment across multiple creators with disparate goals and audiences.
Increase brand authority by giving creators a simple way to help create and share content and stories.
Demonstrate the humanity behind the brand by creating a system where teams could create relevant, timely, and compelling content experiences.
