This document outlines the process for developing a content strategy and communication campaign for a new voice capability being added to automobiles. It discusses identifying goals, audiences, and components of the campaign. Key steps include: 1) Developing a high-level framework mapping audiences, needs, and components. 2) Creating a detailed roadmap describing each component. 3) Validating components through workshops before release. 4) Ensuring consistency through style guides, templates, and ongoing evaluation. The goal is to design a comprehensive, multi-component campaign that informs and instructs audiences on the new voice capability.

1. Content Strategy? Architecture?
Designing Complex
Communication Campaigns
Saul Carliner, PhD, CTDP
Professor and Interim Chair
Concordia University
Montreal, Canada
saulcarliner@hotmail.com
www.saulcarliner.com

2. Activity 1: Break into groups of 3 to 5 people.

3. Activity: Part 1
You have been asked to develop the content strategy for the new voice
capability on the automobiles manufactured by your company.
What ideas do you have about addressing all of these needs in a single
strategy?
Audience Information Needs
Product
developers
Explanation of the product  Product details  Product specifications  Interfaces with
other systems in the cars  Interfaces with other equipment (like mobile phones)
Sales staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Guidance on qualifying customers for this product
Customers Explanation of the product  Product details  Description of benefits of the product
(pre-sales)  Instructions on how to use the product (post-sales)  Instruction on how to
integrate with other products (like mobile phones)
Support staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Common problems setting up the product  Common problems
using the equipment  Common technical problems that arise  How to fix all of these
problems

4. What ideas did your group generate?

5. The result of a content strategy is a campaign.
This session explores the process for developing a campaign.
What do you hope to learn in today’s tutorial?
(Please share your thoughts.)

6. The result of a content strategy is a campaign.
This session explores the process for developing a campaign:
1. Starting a campaign
2. Preparing a high-level design
3. Preparing a detailed design
4. Prototyping the campaign
5. Sustaining the campaign

7. But first, some definitions.

8. A campaign refers to a comprehensive
approach to informing and instructing one or
more groups about a particular topic.
 Introduces people to the topic
 Explains why that topic is important to them
 Instructs people on how to appropriately incorporate the topic into
the contexts of their work and lives
 Provides guidance on expanding their use of the topic at the heart of
the campaign
 Addresses questions that people might raise about the topic

9. A campaign consists of many informational
and instructional materials.
 Many types of materials (called genres in the academic literature in
our field)
 Many media
 For many groups of users
 Under differing contexts of use

10. Despite all of these differences, at the heart
of campaign is a core of material needed by
all people, regardless of their context.

11. Arranging the components of a campaign so
that each user group has the material needed
to achieve its needs within their contexts is a
design process.
Design = solving problems.

12. Campaigns link all of these activities and the
variety of user groups.
Viewed at http://www.technical-communication.org/career-education/technical-communicator.html . Visited September 9, 2017.

13. In the case of designing a campaign, design
involves determining:
 The purpose of the campaign
-In terms of the content it communicates
-In terms of the business goals it must achieve
 The audience(s) addressed by the campaign
 The goals of the audience(s) when using individual components of the
campaign
 Which materials to provide and in which format (genre) and media
-The intended objective and audience for each material produced
-How the materials interact with one another
-Where materials overlap—and how to take advantage of that
 The infrastructure that will be used to produce, publish, and track the
materials
 Guidelines and templates to ensure consistency within the campaign

14. The product of a design effort is a framework.
A roadmap that identifies:
• All of the parts of the campaign
• How they interact with one another
• Provides blueprints for developing and publishing them,
including guidance on the reuse and translation of material

15. Related terms abound.
Term Field Distinction with Campaign

16. Related terms abound.
Term Field Distinction with Campaign
Curriculum Training and instructional
design
Exclusively focused on developing
skills and ensuring that learning
transfers to practice

17. Related terms abound.
Term Field Distinction with Campaign
Curriculum Training and instructional
design
Exclusively focused on developing
skills and ensuring that learning
transfers to practice
Learning
architecture
Training and instructional
design
Similar to content strategy, but
assumes the instructional
designer performs this task.

18. Related terms abound.
Term Field Distinction with Campaign
Curriculum design Training and instructional
design
Exclusively focused on developing
skills and ensuring that learning
transfers to practice
Learning
architecture
Training and instructional
design
Similar to content strategy, but
assumes the instructional
designer performs this task.
Information
architecture
Library and information
science, usability and user
experience design
Focuses on the structure of the
content only, not its presentation
User experience
design
Usability and Human
Computer Interaction
Focuses primarily on the interface
and interaction rather than the
content

19. Activity: Part 2
What process would you follow to develop the strategy that
addresses all of these needs?
Audience Information Needs
Product
developers
Explanation of the product  Product details  Product specifications  Interfaces with
other systems in the cars  Interfaces with other equipment (like mobile phones)
Sales staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Guidance on qualifying customers for this product
Customers Explanation of the product  Product details  Description of benefits of the product
(pre-sales)  Instructions on how to use the product (post-sales)  Instruction on how to
integrate with other products (like mobile phones)
Support staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Common problems setting up the product  Common problems
using the equipment  Common technical problems that arise  How to fix all of these
problems

20. Process is central to design.
A series of actions, steps, [and judgments] taken to achieve a
particular end.
Adapted from Merriam-Webster

21. Why do you think processes play a central
role in design?
(Share your thoughts.)

22. Why do you think processes play a central
role in design?
Processes are intended to ensure that:
Questions are asked
Activities are performed
Decisions are made
At the most optimal time in terms of cost, time, and ability to
react

23. This is a broad process for designing a
campaign.
1. Starting a campaign
2. Preparing a high-level design
3. Preparing a detailed design
4. Prototyping the campaign
5. Sustaining the campaign
Institute for Performance and Learning, 2016.

24. But one caution about processes.
They structure and channel information gathering and
decision making.
They’re not algorithms.

25.  Design strategy = designing framework

26. Activity: Part 3
What is/are the goal(s) of this content project?
What constraints (limitations) might exist?
Audience Information Needs
Product
developers
Explanation of the product  Product details  Product specifications  Interfaces with
other systems in the cars  Interfaces with other equipment (like mobile phones)
Sales staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Guidance on qualifying customers for this product
Customers Explanation of the product  Product details  Description of benefits of the product
(pre-sales)  Instructions on how to use the product (post-sales)  Instruction on how to
integrate with other products (like mobile phones)
Support staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Common problems setting up the product  Common problems
using the equipment  Common technical problems that arise  How to fix all of these
problems

27. What is/are the goal(s) of this content
project?
Share your thoughts.

28. What is/are the goal(s) of this content project?
Sell voice capabilities to customers
-Through direct marketing by sales representatives
-Through
-Through interactions with customer support representatives

29. What is/are the goal(s) of this content project?
Sell voice capabilities to customers
-Through direct marketing by sales representatives
-Through
-Through interactions with customer support representatives
Assist customers in setting up voice capabilities
-Through user assistance (documentation, how-to videos, voice prompts)
-Through one-to-one training
-Through one-to-one assistance through the support line

30. What is/are the goal(s) of this content project?
Sell voice capabilities to customers
-Through direct marketing by sales representatives
-Through
-Through interactions with customer support representatives
Assist customers in setting up voice capabilities
-Through user assistance (documentation, how-to videos, voice prompts)
-Through one-to-one training
-Through one-to-one assistance through the support line
Assist customers with problems that arise with using voice
capabilities
-Through user assistance (documentation, how-to videos, voice prompts)
-Through one-to-one assistance through the support line
-Through in-depth assistance with a service representative

31. What constraints (limitations) might exist?
Share your thoughts.

32. Constraint 1: Availability of existing
information (if any)
Address with a content audit.

33. Constraint 2: Potential overlap of information
for different groups
Consider this overlap:
Sell voice capabilities to customers
-Through direct marketing by sales representatives
-Through
-Through interactions with customer support representatives

34. Constraint 2: Overlap of information
Consider this overlap:
Sell voice capabilities to customers
-Through direct marketing by sales representatives
-Through
-Through interactions with customer support representatives
Product description Applications

35. Constraint 3: Language and translation
requirements (if any)
Languages supported?
Simultaneous or staged announcement in other markets?
Controlled English?

36. Constraint 4: Branding
Style guidelines
Design guidelines

37. Constraint 5: Technology infrastructure
Required authoring tools (if any)
Required publishing tools (if any)
Required content management systems (if any)
Requirements for viewing and using (if any)
Storage requirements (if any)

38. Constraint 6: Quality guidelines

39. Constraint 7: Project constraints
Budget Schedule

40. Constraint 8: Your design philosophy
User centered design Performance-centered design
Other

41. Activity: Part 4
What are the key components of this campaign?
Which components address more than one need? Do they do so as is
or with assistance?
Audience Information Needs
Product
developers
Explanation of the product  Product details  Product specifications  Interfaces with
other systems in the cars  Interfaces with other equipment (like mobile phones)
Sales staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Guidance on qualifying customers for this product
Customers Explanation of the product  Product details  Description of benefits of the product
(pre-sales)  Instructions on how to use the product (post-sales)  Instruction on how to
integrate with other products (like mobile phones)
Support staff Explanation of the product  Product details  Instructions on how to demonstrate the
product to customers  Common problems setting up the product  Common problems
using the equipment  Common technical problems that arise  How to fix all of these
problems

42. What are the key components of this
campaign?
(Share your thoughts.)

43. What are the key components of this campaign?
Promotional
videos
Product
information
User instructions Instructional
videos
Technical
information on
interfaces
Pre-sales Advanced tips
and techniques
(web)
User FAQs
Sales training Customer qual-
ification guide
FAQs Customer qual-
ifications guide
Troubleshooting
instructions
Product
information
Product
specifications
API
documentation
Setup
instructions
Customer
support
Customization
instructions
Developers
Training Training

44. This is called a high-level framework.
Promotional
videos
Product
information
User instructions Instructional
videos
Technical
information on
interfaces
Pre-sales Advanced tips
and techniques
(web)
User FAQs
Sales training Customer qual-
ification guide
FAQs Customer qual-
ifications guide
Troubleshooting
instructions
Product
information
Product
specifications
API
documentation
Setup
instructions
Customer
support
Customization
instructions
Developers
Training Training

45. A roadmap is a “plan or guide to show how
something is arranged or can be accomplished.“
A complete roadmap identifies:
Outcomes the campaign must achieve
Key components proposed for the campaign
Sequence(s) in which audiences might encounter them
Specific outcome to which each component contributes.

46. Outcomes refer to results that users should
be able to achieve with the content of the
campaign, stated in terms of the tasks users
can perform and competencies they develop.

47. Activity 5:
Pick one component and describe it in enough detail that another professional communicator
could develop it in a way that the resulting content meets your expectations.
Promotional
videos
Product
information
User instructions Instructional
videos
Technical
information on
interfaces
Pre-sales Advanced tips
and techniques
(web)
User FAQs
Sales training Customer qual-
ification guide
FAQs Customer qual-
ifications guide
Troubleshooting
instructions
Product
information
Product
specifications
API
documentation
Setup
instructions
Customer
support
Customization
instructions
Developers
Training Training

48. How did you describe the component?
(Share your thoughts.)

49. 3. Design a detailed roadmap or blueprint.
Genre: Instructional videos
Brief description: 1- to 3-minute videos explaining how to perform the
top 5 tasks.
Objectives (one per video): (a) Make a phone call. (b) Change the radio
station. (c) Send a text message. (d) Check road conditions. (e) Take a
note.
Conventions to address: Must be short. Must focus on key steps. Must
visually present screens and audibly present commands used. Linear in
structure. Use the imperative mood. Avoid technical terms.
Medium: Instructional video. Delivered online or through a mobile
device. Run under any major browser. Medium to medium-low quality.
Outline: Name the task then demonstrate it, step-by-step.

50. Results of this activity
Detailed plans for each component of the campaign
A sense of the key types of content that will be included and
the media in which they will be created
Initial content inventory (so reuse can be planned)

51. Activity: Part 6
How can you assess the likelihood that the campaign will
achieve its intended results before you release the first
communication product?

52. How can you assess the likelihood that the
campaign will achieve its intended results
before you release the first communication
product?
(Share your thoughts.)

53. How can you assess the likelihood that the
campaign will achieve its intended results
before you release the first communication
product?
Product development workshops
Other usability-like assessments

54. After the validation activities, adjust roadmap
and detailed designs to reflect the changes

55. Activity: Part 7
After you verify the first components—or communication
products—of the campaign, what can you do to ensure
consistency in the rest of the components?

56. After you verify the first components—or
communication products—of the campaign, what
can you do to ensure consistency in the rest of the
components?
(Share your thoughts.)

57. Institutionalize the designs by preparing the
following.
Style guides
Terminology guides
Design guidelines
Templates

58. Sustain the campaign.
 Ensure fidelity of the published components to the original design
plans, even as designs shift during development.
 Update design plans, guidelines and templates in response to
changing circumstances.
 Evaluate the effectiveness of the campaign, to see how closely goals
and objectives match actual results.
 Maintain content after publication.

59. The broad activities help develop a shared
vision of that campaign.

60. Activity, Part 8: How do your ideas about the
campaign now differ from those at the
beginning?

61. Your opinion is important to us! Please tell us what you thought of the
lecture. We look forward to your feedback via smartphone or tablet under
http://dpc08.honestly.de
or scan the QR code
The feedback tool will be available even after the conference!

62. Photo credits
 A bag of money, US dollars, spinning in a vortex of color. © 2009.
Barbara Lock. Used under Creative Commons license. Viewed at
https://commons.wikimedia.org/wiki/File:Cost_chicanery.jpg. Visited
October 23, 2017.
 Project monitoring and reporting project performance. © 2013.
Rahulkepapa. Used under Creative Commons license. Viewed at
https://commons.wikimedia.org/wiki/File:Project_Status_Summary.p
df. Visited October 23, 2017.