THE CHALLENGE

Our client had a lot of data and a lot of content from years of research and advocacy work. We were brought in to help them shape a new digital product focused on telling a compelling story about "Aging in America" and to help them organize themselves to operate a content product generation machine fit for contemporary consumption by journalists, researchers and policy-makers.

OUR PROCESS

Our first task was to establish the product value and brand position relative to the marketplace. We identified white space and brand permission where the client had domain expertise, and crafted a value prop and brand identity for a new digital product which would stand in relation to the larger organizational ecosystem.

After creating a content strategy including brand guidelines, editorial guide, and content audit, we turned our focus on operationalizing the product. We worked with client stakeholders to understand their desired cadence, expected throughput and navigate trade-off between internal and external resourcing. We need this input to choose an operating model that would work within the limits of the organizations resources and expertise, and which would be sustainable for years to come. Where we netted out was an in-house product factory with content and product workflows to continually release improvements, data and snackable, shareable, and long format editorial content. 

We created a go-to-market strategy including paid, owned an earned channels, release calendar, and a release value framework that could be iterated using the new product operating model and governance processes.

OUTCOMES

We delivered a fully functional operating model, and to date the client has released 5 data hubs with shareable data stories, and a library of 500 articles.