How Can End-Users Create a Variety of Compelling Content
for Private Networks Without Breaking the Bank?
Spencer W. Graham, II MBA DSCE
West Virginia University
Higher Education institutions often have more available resources than they realize within the length of their fingertips! If the adage that “Content is King!” is true, then “Compelling Content is Supreme Emperor!” Every design must compel the viewer to absorb the full message at the cerebral level. We are bombarded by visual stimuli and messaging every day, yet only certain messages truly sink in. What is it about your content message that makes it stick in a compelling way?
At West Virginia University, the University Relations Division is responsible for the marketing and messaging function, internally and externally. The group is comprised of the WVU Departments of Web Services and digital signage, Video Productions, News and Information, Photography, Creative Services, and Trademark and Licensing. Through coordinated efforts these sister units utilize cross-platform conversations in planning and distributing a consistent message for every university initiative. They support the institutional message whether it be a daily event, a special event or an announcement in the campus daily email, on digital signage, the websites, the Alumni Magazine, print media, the national television advertising spots, student recruiting emphasis, or press releases. As compelling content is designed in one medium, those design assets can be shared among the other mediums for an integrated marketing message and publication. There is no sense in reinventing the wheel. Content design can get expensive; re-tasking our current designs across platforms makes sense… and it is free!
Colleges, departments and organizations within the university have many wonderful stories to share. By developing relationships with the key communicators in those specific areas, we work hand in hand with their own designers to promote their message in our various forms of media. They feed the “Compelling Content Machine” with all the great things going on at West Virginia University on a regular basis; all we have to do is help them spread the word! We have found that we never lack for compelling content for our digital signage by our offer of nurturing support to those key communicators. Often it is as easy as sending an email or making a telephone call when they have some important information to broadcast to our university world. Inertia does the rest!