Structure Framework

Developing content, whether it originates from UCPA or an outside partner, goes through a similar process. Projects and content are captured through an intake process.

Campus Partners

With a campus partner, the process is initiated when UCPA’s Intake Form is completed. Through that form, partners provide an overview of the content or project requested and identify how it aligns with the content strategy.

Internal UCPA Team

Content ideas and project initiation also happen within the UCPA team. These are added by the initiating team member to the intake tab on the Content and Project Planning document.

Content Prioritization

Each week, content and project requests/ideas captured through the intake process are reviewed by the content leadership team to determine their alignment with the content strategy. The leadership team assesses: Does the request support an institutional priority? Does it meet a content objective? Does it align with an annual theme? Does it support the brand platform? If it meets those criteria, the content is prioritized based on other deliverables, campus messages, events, etc. The development process could involve collaboration with an in-house team and/or campus partners.

The content development process happens across synchronous and asynchronous collaborative processes described by the Workflow and Governance section of the content strategy.

UCPA’s twice-monthly synchronous SPARC meetings are a main source for aligning team resources and tracking content development priorities. For story-finding and idea management, the UCPA team also maintains a People Directory/Database to asynchronously log ideas for future consideration.

Content Organization

University Communications employs a robust tagging system to help organize, deliver and track content across platforms. Tags are categorized into “Core” tags which align with UCPA’s content objectives, themes and priorities, while the “Departmental” category of tags and “All Other” are used to track broader content topics. These tags are used consistently in the Drupal CMS for stories and across other systems and platforms used to track social media, media mentions and assets.

Content Distribution

Content is being created in various departments and offices across Lehigh. 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.

University Communications has a number of platforms and vehicles for content distribution including the lehigh.edu institutional website, Alumni Bulletin, admissions materials, email and The Perch. These distribution channels have a broad reach with associated target audiences. Because University Communications engages with the broadest range of audiences at Lehigh, targeted messages may be delivered more effectively through department or office platforms and vehicles with well-maintained audience lists. High-level, strategic institutional updates, news or messages are a good fit for the distribution vehicles and platforms maintained by the UCPA team.
 

Continue exploring our content strategy:

• Content Strategy
• Substance Framework
• Governance and Workflow Framework