The Northern Sydney Institute
Services: Content Planning , Content Strategy & Content Marketing Strategy
Implementation planning for the Northern Sydney Institute, part of TAFE NSW
About the Client
The Northern Sydney Institute, part of TAFE NSW, is one of Australia’s leading providers of vocational training and tertiary education. They offer an extensive range of TAFE courses, higher education degrees, university pathway programs and short courses to suit all walks of life.
Challenge, Approach & Solution
Zuni have worked with the Northern Sydney Institute, part of TAFE NSW, to develop and define a content strategy to engage with audiences across relevant digital channels in the most effective way. The content strategy looked at online channel roles, providing a working template for marketing coordinators to manage their content ideation and publishing schedules as well as the identification of organisational requirements within the institute.
In order to implement the strategy Zuni supported NSI by developing an implementation plan that included the identification of activities required to:
- Complete the content publishing schedules across relevant digital channels
- Setup internal resourcing and training
- Formalise brand guidelines
- Identify and setup appropriate analytics and tracking
Results
Implementation Planning
An overall implementation plan including tasks and dependencies covering the following work streams:
- Content planning
- Platform and channel management
- Brand formalization
- Measurements and tracking
A workshop structure was developed for NSI to train relevant staff. The first workshop included Zuni participation to sense check the format and provide feedback where relevant.
A measurements framework was developed to ensure that content consumption meets the business requirements that were identified in the strategic plan.
Zuni liaised with internal technical teams to design a tracking solution that would work with existing systems and procedures.
We engaged Zuni to deliver a content strategy for more effective engagement with our audiences across digital channels. The strategy that Zuni delivered provided us with a clear line of sight as to what messaging was required, in which channels, for each phase of our customer journeys.
The strategy also delivered a working planning and production template enabling us to crowd source content ideas, evaluate these ideas based on formalised engagement principles and ultimately deliver detailed publishing schedules by both channel and faculty.
Along with the strategy and production templates we also received a detailed implementation plan identifying what we need to do from organisational, technology and training standpoints to deliver effective and compelling content.
– all in all a job very well done!
Jonathan Marian
Marketing Manager