Monthly Archive for: ‘May, 2012’

Branding Education

Visual Identity, Branding, and Integrated Marketing Resources

In the process of doing some research for a project, I came across some great resources on visual identity, branding, and integrated marketing in higher education.

Some particularly good brand manuals that cover visual identity, branding, and positioning.

Cornell University
https://cornellbrand.cornell.edu
Brand Book (PDF)

North Carolina State University
http://www.ncsu.edu/brand
Brand Book (PDF)

University of North Carolina – Asheville
http://communication.unca.edu/home/seriously-creative
Brand Manual (PDF)

The City University of New York (CUNY)
Visual Identity & Brand Book (PDF) – includes signage

Although not specifically focused on higher education, I found this PowerPoint particularly well done.

Content Strategy Framework

What is Content Strategy?

I recently read a UX Magazine article entitled Content Strategy and UX: A Modern Love Story. If you aren’t familiar with content strategy it offers a great introduction.

Content strategy “plans for the creation, delivery, and governance of useful, usable content,” according to Kristina Halvorson, author of Content Strategy for the Web.

When you think about content strategy you need to consider all forms of digital content — text, photos, audio, and video (not to mention audience, messaging, voice, and tone)  — and multi-platform — print, Web, mobile, syndicated content, and social media.

Content Strategy FrameworkContent strategy is also about alignment of offline communication and marketing goals, strategic plans, messaging and brand guidelines, and other institutional priorities with your digital presence. Your offline and online strategy need to work in tandem to meet business goals (your Core Strategy).

Given the often highly distributed nature of website management in higher education, content strategy is much needed and a major challenge to implement (but it can be done with a lot of forethought and commitment from senior leaders and content contributors). It’s easy to do at the front end of a redesign project when you are thinking through strategy, messaging, themes, voice/tone, IA, and user experience, but it typically breaks down when sites are opened up to content contributors  more focused on departmental objectives than institutional content goals. Hence the importance of workflow and governance.

The UX Magazine article really drives home the importance of thinking through your site’s content components (the substance and structure of your content) and the people components (workflow and governance).

Additional Resources

Flipboard

Why I Love Flipboard For Accessing Social Media Content

My absolute favorite app for iPad and iPhone is Flipboard. With Flipboard I get my very own digital magazine of social media content relevant to my needs and interests.

Flipboard does all the work for me by going out and fetching the recommended links from those that I follow on Twitter, Facebook, LinkedIn, and other social channels and displays the content in an inviting magazine-style format. Gone are the days of needing to use Google Reader, Bloglines, or any number of aggregators to follow interesting content. Flipboard has completely changed how I consume social media and news content. I use it to stay current with news and technology and as a professional development tool.

And if the tweets and Facebook postings of your friends aren’t enough to satisfy, Flipboard offers a long list of curated content, including news, technology, science, business, sports, entertainment, travel, and video from YouTube and Vimeo. It’s also easy to share content from within Flipboard via e-mail, posting to Twitter, Facebook, and LinkedIn, or saving it for later reference to Instapaper or Pocket (formerly Read it Later).

Related Links