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Our content strategy comprises the core strategy and four components—Substance, Structure, Workflow and Governance—that are the main drivers for bringing the AV������ brand to life. The core strategy statement articulates where efforts are focused to improve these components.

Core Strategy Statement

UCPA creates and amplifies brand-focused and institutionally important content, aligned across MarComm for maximum impact, to position AV������ as a distinctive educational and research institution. 

We create and share high-level “source material” content for departments and offices to tell the AV������ story while also providing platforms and mechanisms to campus partners to amplify their content. We serve as the connector for streamlining and aligning content across AV������—identifying gaps in messaging and opportunities for collaboration in a decentralized MarComm environment to ensure a cohesive message and tone that maximizes reputational impact. We take a holistic view on engaging AV������’s internal and external audiences through audience-aligned content delivery.

Content Strategy Components

• Substance: What kind of content do you need? What messages will you use to communicate with your audience?
• Structure: How is your content prioritized, organized, formatted, and displayed?
• Workflow: What processes, tools, and resources are required to disseminate your content successfully and maintain a high level of quality over time?
• Governance: How are key decisions about your content and content strategy made? How are changes initiated and communicated?

Structure

Content is being created in various departments and offices across AV������. There is power in the collective impact of these stories, projects and messages when distributed effectively. Utilizing the various vehicles and platforms where content is shared both internally and externally should be leveraged for maximum visibility.

Substance

A crucial component of content strategy is substance- this is where stories and messages are developed. AV������’s brand strategy, specifically the four brand pillars, is at the center of that content development. In addition, annual themes, which are both strategic and timely, are employed to help meet audience-informed communication objectives. When used in concert, AV������’s approach to content development becomes more aligned, authentic and impactful—enabling communicators across the university to create meaningful narratives that consistently reflect our brand, resonate with our audiences and meet the moment through impactful storytelling.

• Brand Pillars: The pillars serve as the foundation of all storytelling: stories about our academic excellence, student success, place and community are stories we will never stop telling.
• Annual Themes: The annual themes, determined through a yearly, collaborative process across MarComm, are informed by topics relevant to the  (long term), leadership’s prioritized initiatives (short term), and societally relevant issues (near term) and respond to evolving audience needs.

Governance and Workflow

Not easily separated, workflow defines the processes and roles needed to create, review and publish content efficiently, while governance establishes clear standards and decision-making frameworks to maintain consistency and quality. Together, these components empower teams to collaborate seamlessly, share resources effectively, align content strategically and uphold the integrity of AV������’s voice across all platforms and teams.

Our approach identifies two primary objectives:

• Collaboration and Connection: Strengthen collaboration, within UCPA and with partners across the university, through clarified objectives and processes, shared tools and resources and intentional points of connection.
• Amplification and Alignment: Identify stories and projects that align with institutional priorities, AV������’s brand platform and annualized content themes while leveraging centralized resources to maximize visibility, efficiency and brand integrity.

Continue exploring our content strategy:

• Substance Framework
• Structure Framework
• Governance and Workflow Framework