Sutton Trust: coaching for content strategy

In 2019 the Sutton Trust approached Pickle Jar Communications for support with planning their new website. 

With very little budget to put to an actual content strategy, we got creative and instead offered a coaching-led approach to walk them through the process of developing a content strategy and managing a website redevelopment project with the internal resource that they already had. In other words, they did the leg-work and we supported them as a coach and critical friend. 

This included:

• Helping them to design their project planning approach for managing the website redevelopment

• Planning considerations for them to conduct their content audit

• Support with developing a content model to ensure the most efficient and effective approach to their content

• Walking them through different planning methodologies (i.e. waterfall, agile, hybrid) approaches to designing their website project management approach.

In addition to this, the Sutton Trust was also looking to significantly enhance engagement with their own alumni community, and asked for our help in developing a messaging approach for this. 

To do this, we led a workshop with a combination of Sutton Trust staff and representatives from their alumni community to really understand how they wanted the Sutton Trust brand to land with the alumni community. 

This included:

• Getting clarity around the brand proposition

• Agreeing their content qualities

• Exploring content types and themes

• Developing personas of segments within the alumni community

• Matching messaging to those segments.