We were approached to help breathe new life into the UTS Newsroom – a communications pipeline that enables access to timely and topical news from across the UTS, for media and other interested parties inside and outside the University.
Digital channels are now a vital medium to reach and influence target audiences, but the existing Newsroom site was struggling to satisfy this demand as the university’s primary online channel for communication. Visitor numbers were declining, bounce rates rising and interaction through the site at a low. UTS needed a Newsroom that could reach out its audiences and connect UTS to the world.
During the immersion phase and throughout the project we worked with UTS to identify ways to create greater value from their existing content sources. We sought to lift the content out, give it context, and make it core to the experience of the site. Ultimately, we wanted to showcase the content that showcases UTS.
The next challenge was to ensure that the content was easily consumed by the various audiences. We applied a range of techniques and exercises, such as persona development and user flow mapping, to better understand how different audiences would interact with the Newsroom and its content. We looked to engage curators – the authorities and opinion formers of their subject area who command a loyal on and off-line following who are increasingly the gate-keepers to these audiences.
The result of this collaborative process is a refreshed Newsroom platform that allows UTS to reach out and engage with their internal, local and global audiences.