RYERSON | TMU
Content Strategy & Guidelines
Using our 2021 social strategy coupled with a consistent visual identity, we will shape and guide our social content to enhance awareness, engagement and perception of the FEAS brand.
content strategy
Research & Analysis
Content categories and effective page layouts to simplify journey.
Content Themes
Logical, consistent & simplified Information architecture & menus.
Visual Treatment
Tailor content to key personas & incorporate more visuals.
Weighting & Measure
Increase language clarity, remove
unfriendly jargon,
Guidelines
Remove irrelevant, content, provide details one step at a time.
Research & Analysis
Using our 2021 social strategy coupled with a consistent visual identity, we will shape and guide our social content to enhance awareness, engagement and perception of the FEAS brand.
Research:
Marketing Goals & Objectives
Social Voice Development
Audience Segments
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Analysis:
Audience Analysis
Content Audit
Visual Treatment Audit
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recommendations
1
Create Content Themes
Organize Content with themes
Structure our communications
Unify frequent topics
Tailor our content to segments
More user friendly for our audience.
2
Implement a Consistent Visual Identity
Unify our various audience segments
Build brand recognition
Be more aesthetically appealing
More user friendly & engaging
3
Experiment & Optimize Social Strategy
Experiment and monitor themes
Optimize content in a structured environment
Alter themes, topics & applications when necessary.
Content Theme Development
Using our 2021 social strategy coupled with a consistent visual identity, we will shape and guide our social content to enhance awareness, engagement and perception of the FEAS brand.
Each content theme has a variety of topics that we can use to develop organic, year-round social content that aligns with our governing principle The All In Approach.
Methods & Activities
Marketing Goals & Objectives​​​
Key Performance Indicators
Audience Segments & Personas
Brand Voice
Content Audit
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Visual Treatment
Using our 2021 social strategy coupled with a consistent visual identity, we will shape and guide our social content to enhance awareness, engagement and perception of the FEAS brand.
Methods & Activities
Brand Application Review
Graphic Treatment Review
Photography Treatment Review
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Methods & Activities
Competitive & Comparative Research
Identifying Key Elements & Strategies
Visual Treatment Recommendations
Weighting, Optimization & Measurement
To reduce disruption to the current process, brainstorming and content planning would remain the same, however, topic selection, visual aesthetic, weighting, as well as monitoring and reporting would follow new strategy.
Content Weighting
Determined by goals for social, calendar events / time period and audience segment. This strategy would be communicated with the team before editorial meetings.
Optimization
Frequent and regimented reviews of content and theme performance was recommended to identify strengths and weaknesses to ensure updates to content or strategy could be made in a timely manner.
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Reporting
The monthly analytics report was be updated to categorize content by theme with recommendations to review at key milestones to draw accurate conclusions concerning the performance of themes.
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Social Media Guidelines
To ensure consistency and alignment to the social strategy guidelines for the current social media team were developed to use for each social account and audience management. This guide outlined how the social managers will support social channels and served as a resource for community managers to refer to.
Methods & Activities
Purpose & Team Roles
Daily Social Media Management
Brand Love Identification & Action
Issues & Escalation Process
Requests & Inquiries
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