building a

content strategY

session goalsroadMaP

For how to focus

editorial calendarPlan for what content will be published when and where

dasHboardTo measure what’s working and what’s not

oPtiMiZationRecommendations to improve

or amplify content success

1

2

3

4

How to focus your efforts

Vision & obJectiVes

1target

audiences

2Messages 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

ROADMAP

Vision & ObjectivesSet 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.

Vis

ion

o

bJe

cti

Ve

s

Vision & ObjectivesSet the strategic direction and goals

The vision and related objectives guide the type of messages we share and content we create to foster engagement.

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• _________________________________________________________

• _________________________________________________________

• _________________________________________________________

• _________________________________________________________

Vis

ion

o

bJe

cti

Ve

s

Target AudiencesClarify 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.

Target AudiencesClarify who we are trying to engage

The Best-Fit Student…

believes ...

behaves ...

Feels ...

enjoys ...

seeks ...

Values ...

strives to ...

is ...

Messages by Engagement PhaseDefine 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?

UnawareBrand Familiarity Aware, but inactive Observing Involved Commited

Messages by Engagement PhaseDefine 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

UnawareBrand Familiarity Aware, but inactive Observing Involved Commited

Messages by Engagement PhaseDefine 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)

UnawareBrand Familiarity Aware, but inactive Observing Involved Commited

Messages by Engagement PhaseDefine 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... ... ... ... ...

UnawareBrand Familiarity Aware, but inactive Observing Involved Commited

Messages by Engagement PhaseDefine 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

• ...• ...• ...• ...• ...

• ...• ...• ...• ...• ...

• ...• ...• ...• ...• ...

• ...• ...• ...• ...• ...

• ...• ...• ...• ...• ...

UnawareBrand Familiarity Aware, but inactive Observing Involved Commited

Messages by Engagement PhaseDefine 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

UnawareBrand Familiarity Aware, but inactive Observing Involved Commited

EDITORIALCALENDAR

DASHBOARD

Thank you.