NACCAP: Building a Content Strategy
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The document outlines a content strategy roadmap for building engagement with prospective students through different phases: awareness, understanding, relationship, and commitment. It recommends defining objectives and audiences, crafting key messages and content topics tailored to each engagement phase, and selecting channels and tactics to best reach audiences at different brand familiarity levels, from unaware to committed. The roadmap also includes developing an editorial calendar to plan content publishing and a dashboard to measure success.
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NACCAP: Building a Content Strategy
- 2. Session Goals ROADMAP For how to focus EDITORIAL CALENDAR Plan for what content will be published when and where DASHBOARD To measure what’s working and what’s not OPTIMIZATION Recommendations to improve or amplify content success 1 2 3 4
- 3. How to focus your efforts VISION & OBJECTIVES 1 TARGET AUDIENCES 2 MESSAGES BY ENGAGEMENT PHASE 3 CADENCE OF COMMUNICATIONS 4 MEASUREMENT & SUSTAINABILITY 5 Set the strategic direction and goals Clarify who we are trying to engage Define what to say depending on audiences’ relationship with the brand Plan how the messages are published over time Specify how to measure success and nurture interactions
- 4. ROADMAP
- 5. Vision & Objectives Set the strategic direction and goals The vision and related objectives guide the type of messages we share and content we create to foster engagement. Deepen and enrich our relationship with prospective students and their influencers by: • Telling our story in a clear, compelling, and consistent way to attract the best fit student. • Giving a glimpse into campus life to build interest and to entice a campus visit. • Providing easy pathways to essential information related to the evaluation process (the 5 C’s) to help move prospectives through their college decision journey. • Connecting current and prospective students to facilitate earnest, transparent dialog. VISIONOBJECTIVES
- 6. Vision & Objectives Set the strategic direction and goals The vision and related objectives guide the type of messages we share and content we create to foster engagement. __________________________________________________________________________ • _________________________________________________________ • _________________________________________________________ • _________________________________________________________ • _________________________________________________________ VISIONOBJECTIVES
- 7. Target Audiences Clarify who we are trying to engage The Best-Fit Student… Believes in a well-informed and well-tested Christian faith. Behaves with integrity and open-mindedness. Feels unafraid to ask and answer difficult or uncomfortable questions. Enjoys the rewards that come from taking on challenges. Seeks vocation, significance, community, and justice. Values unique perspectives, backgrounds, talent, and knowledge. Strives to model a life of service, leadership, and impact. Is high performing, but is not chasing perfection.
- 8. Target Audiences Clarify who we are trying to engage The Best-Fit Student… Believes ... Behaves ... Feels ... Enjoys ... Seeks ... Values ... Strives to ... Is ...
- 9. Messages by Engagement Phase Define what to say depending on audiences’ relationship with the brand Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign? Unaware Brand Familiarity Aware, but inactive Observing Involved Commited
- 10. Messages by Engagement Phase Define what to say depending on audiences’ relationship with the brand Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign? Admissions Objective AWARENESS • Make an impression • Generate interest UNDERSTANDING • Anticipate questions and answer them • Share deeper-level content around the 5 C’s and your distinctive content topics RELATIONSHIP • Engage in conversation on a more targeted, personalized basis • Provide a vision for their future at your school COMMITMENT • Make the decision easy • Welcome them into the community Unaware Brand Familiarity Aware, but inactive Observing Involved Commited
- 11. Messages by Engagement Phase Define what to say depending on audiences’ relationship with the brand Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign? Admissions Objective AWARENESS • Make an impression • Generate interest UNDERSTANDING • Anticipate questions and answer them • Share deeper-level content around the 5 C’s and your distinctive content topics RELATIONSHIP • Engage in conversation on a more targeted, personalized basis • Provide a vision for their future at your school COMMITMENT • Make the decision easy • Welcome them into the community Engagement Goal Interaction (learn more, request info) Affinity (visit, apply) Fandom and advocacy (commit) Unaware Brand Familiarity Aware, but inactive Observing Involved Commited
- 12. Messages by Engagement Phase Define what to say depending on audiences’ relationship with the brand Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign? Admissions Objective AWARENESS • Make an impression • Generate interest UNDERSTANDING • Anticipate questions and answer them • Share deeper-level content around the 5 C’s and your distinctive content topics RELATIONSHIP • Engage in conversation on a more targeted, personalized basis • Provide a vision for their future at your school COMMITMENT • Make the decision easy • Welcome them into the community Engagement Goal Interaction (learn more, request info) Affinity (visit, apply) Fandom and advocacy (commit) Key Messages ... ... ... ... ... Unaware Brand Familiarity Aware, but inactive Observing Involved Commited
- 13. Messages by Engagement Phase Define what to say depending on audiences’ relationship with the brand Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign? Admissions Objective AWARENESS • Make an impression • Generate interest UNDERSTANDING • Anticipate questions and answer them • Share deeper-level content around the 5 C’s and your distinctive content topics RELATIONSHIP • Engage in conversation on a more targeted, personalized basis • Provide a vision for their future at your school COMMITMENT • Make the decision easy • Welcome them into the community Engagement Goal Interaction (learn more, request info) Affinity (visit, apply) Fandom and advocacy (commit) Key Messages ... ... ... ... ... Content Topics • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... Unaware Brand Familiarity Aware, but inactive Observing Involved Commited
- 14. Messages by Engagement Phase Define what to say depending on audiences’ relationship with the brand Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign? Admissions Objective AWARENESS • Make an impression • Generate interest UNDERSTANDING • Anticipate questions and answer them • Share deeper-level content around the 5 C’s and your distinctive content topics RELATIONSHIP • Engage in conversation on a more targeted, personalized basis • Provide a vision for their future at your school COMMITMENT • Make the decision easy • Welcome them into the community Engagement Goal Interaction (learn more, request info) Affinity (visit, apply) Fandom and advocacy (commit) Key Messages ... ... ... ... ... Content Topics • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... • ... Channels/ Tactics • Search engines • Word of mouth • Native advertising • Regional and national print buys • Website • Email • Viewbook • Brief, topic-focused print pieces • Retargeting • Website • Email and/or text • Social media • Postcards • Website • Email • Social media • OTT print GENERALIZED SEGMENTED PERSONALIZED Unaware Brand Familiarity Aware, but inactive Observing Involved Commited
- 16. DASHBOARD
- 17. Thank you.