#ContentStrategy #MOOC – Project Assignment

Posted on May 19, 2015

If Over the past few months, Ive been undertaking a MOOC on the subject of Content Strategy. At the start of the MOOC I committed to writing a blog post each week to capture my thoughts and to share the subject to a wider field.

Here are those blog posts:

Week 1 – What is content strategy?

Week 2 – Audiences and brand.

Week 3 – Experience and voice.

Week 4 – Platforms and design.

Week 5 – Social/mobile media.

Week 6 – Managing content and IP.

Towards the end of the MOOC we were asked to submit an assignment to help us bring together the various aspects of the MOOCs content.

The assignment revolved around creating content for a new fictional mens clothing brand Shenshi.

A great deal of background narrative was provided including their business plan, values, the CEOs vision and positioning statement.

We were then asked to submit our assignment based upon the sections below.

Here are the sections we were asked to submit our assignment against and my contribution.


Using what you learned in Week 2, develop a persona for the target audience you wish to reach. Remember that personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way. How would you describe a person in your country that would be a member of the Shenshi brands target audience?

Briefly explain your rationale for creating the persona. How is this persona a representation of the target Shenshi consumer in your country?

Country: England, Great Britain

Persona: Finlay, a 24-year-old male from Peacehaven, England, is approaching the end of his post-graduate work placement in a London based American bank. Finlay has impressed so much that he has been approached by the bank with a view to him becoming a full time employee. He is keen to seize this opportunity but is mindful that when he becomes an employee he is likely to be visible to more senior stakeholders within the business. This concerns him, as he believes that his attire is below that of other people in the bank and this leads to him feeling self-conscious due to image being a key component of working within the bank.

Finlay knows that if he is able to progress within this role then his salary will increase beyond his current basic starter wage and he will subsequently be able to afford more suitable clothing, however at the moment he is struggling with what he considers essentials such as accommodation, commuting costs and his mobile phone bill!

Explanation of the persona: Finlay is an example of a young man who cannot afford top name clothes, yet is working within an environment where image is an important factor. He understands that his finances should improve as he progresses within his role, however now he feels he has very little disposable income to spend on clothing and accessories.

Finlay fits well within the audience that Mr. Wang believes are very concerned about their social status.


Using the persona you described above, create one piece of content that will appeal to your persona who might wear Shenshi clothes and who plans to succeed in the work place. This could be a written story, infographic, photographic story or video.

The theme of the content should be about a facet of the workplace or his life that your audience would find engaging and represents the Shenshi positioning. An example might be how he can manage his boss or how he can be more successful working in a team. The content could also be about the lifestyle that your persona is looking to gain after proving himself professionally. Please include a heading with your content as it would appear in print or on the Shenshi website/mobile app.

Your content should embody the three experiences that Shenshi wants the target audience to identify with as they live their lives:

  • The Inspiration Experience makes people believe that they can achieve things in their own lives.
  • The Identity Experience makes people believe they belong to a group with similar interests.
  • The Utilitarian Experience involves giving advice and tips to help people make decisions about their lives.

These three experiences are the ones Mr. Wang wants associated with Shenshi and are crucial to the brand concept as reflected in the brand positioning statement.

The text below represents a script for a voiceover that would accompany a video.

We know that starting a new job is hard.

If its your first ever job, its even harder!

New people, new processes, business etiquette – even remembering your new phone number can be challenging with so much new information scrabbling for your attention.

The last thing you need to worry about is your bank balance when youve so many other things to focus on. This is where your own personal Money Manager would help. (this taps into the Inspiration Experience that the Shenshi brand wants embodying within the content)

Moneyger is a tool you can use to track your personal finances.

It allows you to enter your spending habits as well as any personal goals such as saving to buy a new suit.

Moneyger will even provide you with hints and tips to help you meet those goals. (this taps into the Utilitarian Experience that the Shenshi brand wants embodying within the content)

Once you start using Moneyger youll become part of a community and will able to share your own money-savings tips and stories with others just like you. (this taps into the Identity Experience that the Shenshi brand wants embodying within the content)


We know that starting a new job is hard.

Download Moneyger now and make it a little easier


Why is this an appropriate example?

Finlay from England is keen to impress his colleagues when he starts in his very first job, however he is concerned about how his personal finances may impact upon his ability to do so.


Think about the strategic relevance of the content you have created and how it will fit into Shenshis plan to expand into your country. Remember, an organizational strategy is a plan of action or policy designed to achieve a major goal and is intended to have lasting power of over a year.

  • Theme: What is the purpose/lesson of your content?
  • Brand relevance: How will this content help the Shenshi brand to succeed in your country?

Theme: What is the purpose/lesson of your content?

Shenshi markets itself as being affordable – yet the word affordable is a subjective term as it means different things to different people. By providing our audience with a modern way of being able to track their financial activities and allowing them to set themselves savings goals and targets, the Moneyger tool is helping them to deal with a very personal challenge – their finances.

Brand relevance: How will this content help the Shenshi brand to succeed in your country?

Whilst the Moneyger tool allows the user to set their own targets and goals it also provides a number of pre-set goals and targets all of which feature images and in some cases videos of young, professional men in what might typically be considered successful situations. The young men in these images/videos will all be wearing clothes and accessories from the Shenshi range. Coupled with the ability for the user to share their goals with others via various social media channels, Moneyger will serve as both a utilitarian piece of content for the user as well as a social marketing tool for wider brand awareness.


As you will recall from Week 3, voice conveys the persona of the writer. The voice that readers hear in your content should be a kind of personality. Tone is the mood of the writers voice. Tone gives a writing voice nuance and depth.

  • What tone and voice did you use in your content to draw in your target audience and why?

In order to set the right tone and voice for the voiceover content in Part B, several male actors would be chosen with a voice that would typically be recognised as a young professional.

The rationale for the multiple actors would be to enable the video to have regional marketing ability by selecting various accents to represent the United Kingdom.

The script was edited several times to remove unnecessary words and to make it sound more conversational

e.g. you will was changed to you’ll

The script breaks the story down into 3 sections:

Beginning It sets the scenario by outlining that the key character is in a new job and is feeling pressure from various directions.

Middle Moneyger is introduced as a way of being able to take some of that pressure away in a way that is mobile, social and goal-orientated.

End The introduction is repurposed but with a subtle twist and a call to action!


In todays traditional media and digital media world, it is important to remember that content is best delivered in ways that utilize the strengths of the various platforms available to present your media product. When we use the term media, we are referring to the type of production used to tell a content strategy story. That could be photographic or video images, graphics, audio or text. Platform is the contents destination: mobile, tablet, or wearable device, for example.

Graphic design choices are also important because design should be appropriate for the tone and voice of a brand. Choices of type and color add authenticity and convey trust and credibility while also keeping the attention of the audience.

  • How do you plan to use different types of media to utilize the various aspects of this content?
  • How will you design it to look and feel?

The content that I refer to Part B is a voiceover for a short video.

The video could be communicated via several platforms, including (but not limited to):

1. YouTube channel

2. YouTube ads (an attention-grabbing intro version would be needed to mitigate the Skip Ad button!)

3. Vimeo channel

4. Social Media (Twitter, Facebook, Vine (a shortened version would be created from the long-form version), Tumblr etc)

5. Print media (via QR codes and Augmented Reality features)

6. Cinema

7. iBeacons

8. In-shop TV screens

9. Google ads

10. TV advert

11. Desktop

12. Mobile

The reason I elected for a video format is because I felt it would be easier to convey my key messages, which were:



Tool usage






All emotions/actions/outcomes that I anticipate my target audience would experience before, during and after interacting with Moneyger.

The results of the MOOC will be published soon. I’ll let you know how I got on

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