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WRK2
Room 314

From Strategic Plan to Content Strategy

Presented by Alaina Wiens

You want to do things right. You feel like the Lorax, speaking for the strategy while people demand more and more home page and social media real estate. Tragically, passion doesn’t always equal productivity when it comes to the web. You may not have the authority or budget say-so to make things happen, but you do have the tools you need to make your case. You’ll find them in those dusty binders labeled “strategic plan”—even in the mission statements you fight to keep off your website. And when you use these tools effectively, your work will be all the better for it.

This workshop explores the value of your organization’s strategic plan in your content strategy. Using real higher ed examples, we will:

· Unpack strategic planning documents
· Identify content problems and solutions
· Make business cases for new ideas or approaches
· Apply vision and values to content problems

About

Alaina Wiens

Marketing Director

Alaina Wiens is a marketing director, content strategist, and strategy consultant. She currently leads the marketing team at the Flint & Genesee Chamber of Commerce, while her passion for digital strategy keeps her actively engaged in web projects throughout her community in Flint, Michigan. She’s also the human behind StrategyCar, an online community for people driving toward a better web. Drawing from more than 15 years of experience in marketing, communications, and strategic planning for nonprofit and higher education institutions, Wiens approaches each new project with equal parts optimism and systems approach.