University of Portsmouth: deliver a Create Once, Publish Everywhere (COPE) strategy
In June 2020, Pickle Jar Communications was commissioned by the University of Portsmouth to deliver a Create Once, Publish Everywhere (COPE) strategy.
The University of Portsmouth has made significant steps forwards in the last few years with its approach to digital communications and content strategy.
However, they recognised the value in working with an external partner to take some aspects of content management to the next level.
They valued strategic advice about managing and leveraging content that would allow them to:
Gain much greater mileage from content assets through repurposing them across multiple platforms
Reduce staff time spent on inefficient content practices, such as copying and pasting content into multiple locations, or updating multiple instances of the same piece of content that needs correcting
Increase efficiencies in content production through clarity of workflow and governance
Generate a more empathetic approach to audience engagement through personalisation.
Pickle Jar Communications supported the University of Portsmouth in achieving this step-change towards their relationship with content by preparing their COPE strategy.
Our activities included:
Conducting original stakeholder research through a series of 121 interviews with colleagues across the university. We spoke with representatives from web, social media, postgraduate recruitment, corporate communications, PR, outreach, and events. This allowed us to better understand their objectives, audiences, and working practices in relation to content
Creating a COPE strategy, which included an overarching strategic vision, and an operational vision, informed by our stakeholder conversations
Recommending actions when applying COPE across the fundamental areas of people, planning, production, and infrastructure
Designing a core content template (CCT), a conceptual model to show how content created for one purpose, platform, or audience can be repurposed elsewhere.
The University of Portsmouth has since used our strategic recommendations as a foundation for moving forwards with their content activity.
They are now adopting a COPE approach to work towards maximising efficiencies, making the most of limited resources during the coronavirus pandemic, and embedding a strategic content culture across the university.
If you are interested in help with developing your own COPE strategy, get in touch with us to discuss how we can help you.
