University Technology Sydney (UTS)
To use content to its full potential and get all the university parties working in the same direction, Mahlab worked with UTS to create an overarching content strategy.
University Technology Sydney (UTS)
B2C (a range of audiences from prospective and current undergraduate students to alumni)
Content marketing strategy, content calendars
University of Technology Sydney (UTS) is Australia’s #1 young university, focused on making a difference through leading research, and inspiring education. With a total enrolment of over 40,000 students, UTS is one of the largest universities in Australia.
After a new branding audit – which concluded that their communication were not consistent throughout all departments and faculties – UTS realised they weren’t using content at its full potential and were struggling to share resources effectively.
The university also needed to get better at telling stories that would make them different from their competitors. The content they were producing was driven by the university infrastructure, rather than what their audiences wanted to hear, or where they wanted to be reached.
To help solve the problem, the following key goals were identified:
Being one of the largest universities in Australia, UTS has a huge range of departments, talking to myriad different audiences. To harmonise the messaging, tone of voice and get all the university parties working in the same direction, Mahlab worked with UTS to create an overarching content strategy. Our process started with a content strategy workshop with key stakeholders, including the heads of marketing for each department and faculty, to gather valuable insights.
We then conducted further research and combined it with our knowledge of competitors, audience insights, macro trends, best practice, UTS’ brand audit and the insights gathered in the workshop. We analysed the missed opportunities, defined the content purpose and content pillars, gave extensive recommendations on content opportunities and different mechanisms to harmonise their practices, to finally synthesize all the information in a complete content strategy.
Now, each UTS department and faculty has been given a framework for crafting stories in the most engaging way possible while also sticking to UTS’ broader objectives and brand voice. The content created needs to inform, inspire, engage and equip partners (students, staff, industry) with tools, insights and invigoration to gain knowledge, solve problems and improve the wider world. We also developed tools the UTS communications staff could use to ensure they were creating content for every stage of their audience’s journey – from those who weren’t even familiar with UTS’ work to those who are already strongly engaged with the brand. And, because resources are never infinite, we developed strategies to simplify the process of breaking down larger pieces on content into smaller bits, getting multiple bites of the cherry.
Subsequently, Mahlab was commissioned to create five monthly content calendars for different faculties following the overarching content strategy while fulfilling the faculties’ specific needs. Using a consistent format, these calendars can then be included in a master content calendar, creating a single God’s-eye view of the communications being produced. This is a boon for both harmonising messages and identifying ways to share resources more efficiently.
UTS is now in the implementation stage, putting in place their governance process using Mahlab’s recommendations.