Audiences

The goal of content strategy is to align user objectives with organizational objectives—essentially, to close the gap between what users want to do and what we need from them. That starts with creating content that answers their questions and helps them understand how they can be part of the future of public health.

Please use these charts when determining how to craft content for a particular audience to help them achieve their goals. Before you begin writing, think about your primary audience for this specific content.

[Please note: these goals and tactics are in no particular order.]

Primary: prospective students

Goals	Needs	Tactics
Understand how to apply and what is offered at Harvard Chan School Understand what makes Harvard Chan School different Make a difference with the work I do and care about Learn about your school and why you need me (and why I need you)	Content that clearly explains how to apply or continue engaging with the School Content that communicates why Harvard Chan School needs someone like me Content that communicates Harvard Chan School’s value and impact impact Content that inspires and shows how someone like me can make a difference Content that shows me what my courses might be like (i.e., sample syllabus or professors/course instructors), what lab facilities are like, and how I might experience life in Boston Content that shows me how Harvard Chan is different from other schools I’m considering.	Clear, actionable steps that make the application process easy-to-understand Prominent calls to action on key sections, pages, and headers Stories from people directly impacted or helped because of Harvard Chan School Content that showcases the value of a public health education Impact content that showcases tangible results Proof that Harvard Chan School has made a difference Callouts to Harvard Chan’s mission, vision, and distinctive elements of our programs and community.

Primary: prospective researchers & faculty

Goals	Needs	Tactics
Understand how to work with Harvard Chan School (collaborate,get a job, etc.) Understand what makes Harvard Chan School different Make a difference with the work I do and care about Learn about your school and why you need me (and why I need you)	Content that clearly explains how I can contribute to the research being done at the school Content that gives me clear next steps to continue engaging with Harvard Chan School Content that communicates Harvard Chan School’s impact and value Content that shows how someone like me can make a difference Content that shows who I will be working with; my peers Content that showcases opportunities to collaborate Content that inspires me about the public health future being forged at Harvard Chan School	Prominent calls to action on key sections, pages, and headers Stories from people directly impacted or helped because of Harvard Chan School Impact content that showcases tangible results Proof that Harvard Chan School has made a difference Profiles of researchers and faculty like me Showcase of lab, research centers, and institutes Easy-to-access resources to show me how to do my work

Primary: Donors

Goals	Needs	Tactics
Make a donation to support a cause I care about Understand where my money is going and how it’s helping Be inspired to make a first (or repeat) donation Learn about your school and why you need my support	Content that clearly explains how to make a donation Content that communicates why my donations are needed right now Content that gives me clear next steps to continue engaging with Harvard Chan School Content that inspires & communicates Harvard Chan School’s impact and value Content that shows how my support has helped Content that invites me to participate and stand with Harvard Chan School	Prominent calls to action on key sections, pages, and headers Stories from people directly impacted or helped because of Harvard Chan School Impact content that showcases tangible results Profiles and events that showcase the network of donors Proof that Harvard Chan School has made a difference Profiles of other donors that inspire me to become a donor

Primary: media & policymakers

While these are two separate primary audience groups, the overlaps in content tactics allow us to stack their needs together.

Goals	Needs	Tactics
Quickly find and learn from latest research and health policy Find easy-to-digest policy positions Understand why these research efforts are of value Make a difference with the work I do and care about Find and get in touch with a relevant expert	Content that shows your recommendations Content that communicates the expertise and value of Harvard Chan School Content that shows how Harvard Chan School recommendation have influenced policy	Position actionable insights as an easy-to-find resource Position news as an easy-to-find resource Use high level, impactful language to quickly catch attention Regular updates to showcase nimble work Easy-to-use filters and taxonomies

Primary: public health peers & general public

While these are two separate primary audience groups, the overlaps in content tactics allow us to stack their needs together.

Goals	Needs	Tactics
Find latest news from Harvard Chan School Understand latest policy positions and how it applies to current public health issues Understand value of public health, public health education, and Harvard Chan School	Content that shows latest news: updates, news, press releases, multimedia, stories Content that communicates the expertise of Harvard Chan School Content that communicates Harvard Chan School impact	Position news as an easy-to-find resource Use high level, impactful language to quickly catch attention Regular updates to showcase nimble work Easy-to-use filters and taxonomies