Content Strategy for Córdoba Court of Accounts
The Córdoba Court of Accounts presented a significant challenge. Prior to my arrival, the institution lacked any content strategy, let alone one specifically tailored for digital platforms.
However, the new administration aimed to initiate a comprehensive modernization process, which included revamping its communication approach with employees, partner institutions, and the broader community.
Upon my arrival, I conducted a situational diagnosis and realized there was much work to be done. I documented all the institution’s objectives in a brief and reformulated them to enable the communication department to rethink itself and align with the transformation process.
We created a Comprehensive Communication Plan comprising various elements: communication objectives, target audiences, key messages, brand-associated concepts, social media strategies, media relations, platforms to be utilized, projects to be undertaken, content to be executed, activity and content calendar, and more.
Following specific objectives and defined concepts, the Communication Plan led to the realization of numerous projects:
- Brand redesign with new associated values.
- New Visual Identity Manual.
- New Voice and Tone Manual.
- Launch of social media profiles.
- Complete redesign of the institution's website.
- Training schedule.
- Analog Historical Hall tour.
- Art Hall to engage with the community.
From this content strategy, a plethora of formats and visual/audiovisual assets emerged:
- Graphics and audiovisual content for social media.
- Digital procedural manuals for employee tasks.
- Tutorial videos for employee tasks.
- Tailored training sessions and subsequent coverage for the website and social media.
- Institutional videos to reinforce brand concepts.
- Blog posts for the website.
My experience at this institution was immensely enriching professionally for several reasons. Firstly, it posed a significant challenge to start from scratch. However, it also provided an opportunity to acquire and strengthen a wide range of skills required for effective communication and content strategy. Moreover, it involved a 360° content strategy approach, utilizing a single core idea across various objectives, audiences, and platforms.