Content Strategy Report
Programs used: Microsoft Excel, Adobe InDesign
Team Members: Addison Kliewer, David Vermilyea, Megan Cohen
Process
The overall objective of this content strategy report was to improve the UNT Technical Communication department's web presence in order to meet the goals of the organization as well as the needs of its users.
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The goals of the UNT Technical Communication department were as follows:
• Attract more students to apply for the undergraduate major
• Promote new, online, graduate certificate in teaching technical writing
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With this in mind, our group started with an audit of the existing UNT Technical Communication department's website at the time. To complete this audit, I came up with a rating scale in order to rate the site's content on its overall usability, consistency, and findability. Each webpage was rated on this scale receiving a grade of Good, Medium, or Poor. We divided the webpages up amongst the group for each member to evaluate. I was responsible for auditing the Home page, the Why Tech Comm? page, and the Academic Programs page.
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Once the audit was completed, we then began a landscape analysis, examining websites of three other technical communication programs: Texas Tech, Carnegie Mellon, and Michigan Tech. Additionally, we developed a core strategy statement to anchor our strategy and reflect the overall brand of the UNT Technical Communication department. Our group then conducted an audience analysis by developing three unique personas representing the primary target audiences of the organization: prospective students (undergraduate and graduate), and current UNT students. We identified an additional secondary target audience of businesses or employers seeking to partner with the program. Finally, we analyzed the overall voice and tone of the website to identify the appropriate tone of the website and whether or not the voice was followed consistently throughout the website.
Results
At the end of this eight-week process, our group produced two deliverables: a 45-page audit report (including quantitative and qualitative audits) and a 61-page content strategy report.
I will briefly discuss the results of the audit report first. Ultimately, our audits found that the website's content was easy to locate, prioritized sections correctly, and presented information in an orderly fashion. We found that some links were outdated or missing, and that more information should be fleshed out to properly inform students of the benefits of the program.
The content strategy report explores our ideas for structuring the website and what content would be ideal. For each webpage, we developed a wireframe of the ideal structure of the page, explored the purpose and audience for the page, and outlined the suggestions for what content could be removed, added, and rearranged.