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SHE TALKS CONTENT STRATEGY REPORT

By: Tiffany Berthiaume, Ariesa Bryant, Valentina Cipriani, Anesia Potter

INTRODUCTION

Being a young woman in the workforce can sometimes be difficult. There may come struggles

and obstacles that each of us encounter along the journey. As a group, we decided we want to help

these professionals by creating a blog called She Talks. This blog is specifically for young professional

women. On our blog, we have 4 categories that provide in-depth analysis to a few of the many interests

of young professional women: She Listens (music), She Entertains (entertainment), She Wears (fashion),

and She Inspires (inspiration). This blog is updated on a regular basis and each one of us is in charge of a

specific category.

CORE STRATEGY OF SHE TALKS

“Aspiring professional women reaching out to professional women through a collection of vibrant resources.”

AUDIENCES, MESSAGES AND TOPICS

The core audience of She Talks will be young professional women ages 18-24. These women

will have the opportunity to participate with the content that is found on each topic of She Talks. She

Talks internship/job opportunities and the events shared will be local to the Central Florida area. Our

hope is to make the content relatable and relevant to women from the University of Central Florida and

beyond. We will make sure that this is possible by using keywords and metadata that will allow for our

blog to be viewable by those women that are outside of our particular area.

The messages and topics that will be discussed on She Talks will encompass five topics:

entertainment, inspiration, music, fashion and the personal biographies of the writers.

TOPICS DESCRIPTION

She Entertains This category will be speaking on the young professional and entertaining projects, events and activities outside of the classroom.

She Inspires This category will include stories, interviews and encouragements for the endeavors of the young professional woman.

She Listens This category will discuss the young professional woman and various tastes of music.

She Wears This category will highlight the latest trends and fashion topics for the young professional woman.

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Who is She? A bio of each She Talks writer.

SUBSTANCE AND STRUCTURE

She talks substance and structure will derive from each individual topic. Each topic will have three

categories that will serve as a drawing board for all future posts.

1. SHE ENTERTAINS

The purpose of the She Entertains is to provide young professional women a place where they can come

and find the latest happenings and ideas that can benefit their success. The three categories that will be

discussed are: books/movies/TV, DIY, and events.

BOOKS/MOVIES/TV: This category will be about the latest books, movies and TV shows. There will be

a summary about each one to provide knowledge to those who don’t know or haven’t heard.

DIY: This category will be dedicated to talking about DIY projects that can be done for the office to help

with organization or even, the home. It will have visuals as well as step-by-step directions to show how

to do it.

EVENTS: This category will highlight upcoming events in the Orlando area. The time and place of the

event will be posted along with a summary of what will be taking place. The purpose is to get our

readers out and about to explore their surroundings.

An example [events] feature:

The first post will highlight events in the Orlando area after April 3rd. The ones that will be posted are

Epcot’s Flower & Garden Festival, Universal Mardi Gras, Central Florida Earth Day and Winter Park’s

Paint out. There will be a picture of each event to draw attention to the reader.

2. SHE INSPIRES

In light of desiring to inspire young professional women She Inspires will have posts that have the

potential to encompass three categories: encouragements, stories and tips for success.

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ENCOURAGEMENTS: This category will almost always include an encouraging life quote that includes

typography and a pictured background. It will come with a question or statement.

STORIES: This category will be used as an opportunity to cover stories of women who have been

successful in the their field, those who are rising majors in their field and those who are gaining

experience through internships, co-ops or freelancing.

TIPS FOR SUCCESS: Information from the Pinterest boards that are relevant to a communications will

help in gaining marketability as a young professional woman. For example, resume writing tips, tips to

land an internship and/or writing thank you notes to potential employers after an interview.

An example [stories] feature:

Cathy Ann Romanowski - Apart of UCF Launchpad Mentorship Program, Former Bajala Marketing

Intern, Owner of Inheritance clothing line

A feature of Cathy would highlight how she is gaining experience outside her major of Marketing at the

University of Central Florida. This feature will not only include information but a practical call to action

where the reader can start or be inspired to continue a step towards experience in their desired career

field.

3. SHE LISTENS

ARTIST SPOTLIGHT: An artist spotlight will feature an artist that is alive or no longer an active

musician. There will be a discussion about their career, how they got their start, and their musical style.

There will also be music/music videos exposing the audience to the music as opposed to just reading

about the artist.

MUSIC EVENTS: This category will post information about upcoming shows and/or tours. The post will

include some background on the artist, whose show or tour is being covered and music videos or songs

will also be added to give the readers a taste of the concert. A link to purchase tickets will be included if

anyone is interested.

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DISCOVERY CORNER: In discovery corner, there will be a brief introductions to an undiscovered

musical talent in the effort to gain audience exposure. The content will share interviews about

questions about influences in music, how the artist discovered his/her talent and interest in music, and

what are their future plans in terms of a possible musical career are.

An example [artist spotlight] feature:

Popular Australian band 5 Seconds of Summer.

This spotlight will include information not limited to:

Band Members: Luke Hemmings(18), Calum Hood(19), Ashton Irwin(20), and Michael Clifford(19).

Band formed in Sydney Australia. It originally consisted of just Luke Hemmings, Calum Hood, and Michael Clifford who went to school together but later asked Ashton Irwin to join the band when they were short of a drummer for their first gig.

Their rise to fame came when they were asked to open for One Direction during

their Take Me Home and Where We Are tours.

4. SHE WEARS

She Wears will be dedicated to young women interested in fashion and its relationship with the

communications field. She Wears will cover three main categories: fashion advice, internships, and

professional spotlight.

FASHION ADVICE: This category will address is business wear for the young professional. Some posts

will be Do and Don’ts to wear to an interview, Casual Friday dress wear, and appropriate jewelry for the

office.

INTERNSHIPS: Through the use of internship search sites (InternQueen and PR Couture) a compilation

of positions specific to fashion and communications in the Orlando area will be posted.

PROFESSIONAL SPOTLIGHT: This segment will feature a prominent expert in the field of fashion and

beauty communications once a month.

An example [professional spotlight] feature:

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Shel Marks from Shel Marks PR and Events - Her company specializes in Public Relations and Event

Management for beauty, fashion and design companies. Mark’s has worked with many companies such

as Park Avenue Fashion Week, iFashion Network and Orlando Fashion Society.

GOVERNANCE AND WORKFLOW

WHAT NEEDS TO BE DONE?

1. Website creation (home page, multiple pages, background)

2. Promotion on social media (create a Twitter)

3. Upkeep of the site

WHO IS GOING TO DO IT?

1. WEBSITE CREATION: The creation is the website will be a combined effort of all team members.

The website will be housed on Wix. The reason we chose Wix is because the building a website would be

easy to make and customize. Plus, they have many different backgrounds to choose from. Each team

member will bring their own expertise (Graphic Design, personal business connections, strong writing

skills) to make the website stand out. Members will customize their own tab.

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TABS/SECTIONS OF SHE TALKS WEBSITE:

o Home page - Everyone in the group will help with building the homepage. However,

this will be one part of the website that isn’t updated regularly.

o She Entertains- Tiffany Berthiaume

o She Inspires - Ariesa Bryant

o She Wears - Anesia Potter

o She Listens - Valentina Cipriani

o Who is She? - All group members will upload their picture and include a brief

professional biography about who they are, their professional background, and why

they chose their specific topic will create this.

2. PROMOTION ON SOCIAL MEDIA: Tiffany will create and manage the Twitter for She Talks. Each

group member will be able to post updates from their particular section at any time.

3. UPKEEP OF SHE TALKS: Each member of the group will post two-four times throughout the

month. Depending on the individual’s preference. Posts will be made on Friday’s.

April’s content posting schedule is as follows (each category is noted):

NAME OF WRITER

1S T FRIDAY OF THE MONTH

2ND FRIDAY OF THE MONTH

3RD FRIDAY OF THE MONTH

4T H FRIDAY OF THE MONTH

Anesia Planning/Bio

Internship

Fashion

Professional Spotlight

Ariesa Planning/Bio

Encouragements Stories Success Tips

Valentina Biography Artist Spotlight Music Events

Discovery Corner

Tiffany Biography Events Movies/TV/Books

DIY

This is the table format that will be used and updated monthly to organize and reflect the expected

content postings.

CONTENT AUDITS (4)

SHE ENTERTAINS: WWW,THEEVERYGIRL.COM

Factor Rating Description

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Usability Excellent This website is extremely easy to use. When you get to the front page, it shows the three latest stories. The stories catch the attention because of the large visual. The links to each category are at the top of the site and move with you while you scroll down for easy access to change topics. While switching from topic to topic, the site is set up the same way through out which makes it extremely usable. Short paragraphs and bullets are used in almost every posting. The text links that are used are organized and just the right amount.

Knowledge Level

Excellent The information that is provided on the site is about a variety of topics. Some of the topics are career/finance, culture, living, etc. Some of the blog posts are opinionated but others are based on facts from different sources. You do not have to have prior knowledge before reading the content on this site.

Findability Excellent This site was very easy to find. When searched on Google, it was the first site to pop up. The easy domain name makes the findability perfect.

Actionability Excellent Comment, Tweet, Like and Pin It buttons are on each post on the left side, as well as, at the bottom of the post. Key words throughout the paragraphs are links, in case you want further knowledge. On the right side of the postings are corresponding links to different posts.

Audience Women (18+)

The target audience, women above the age of 18, is clear through the entire site.

Accuracy Good The majority of the posts are opinionated so it’s hard to tell how accurate it is. With current events, there are quotations and links to reputable sources to back up what is being discussed. At the bottom of the page, it also shows who edited the content.

She Entertains will use The Everygirl as a guideline to each of its posts. Audience will be able to engage with each article and have to ability to share and tweet. Long paragraphs will not be used. Short paragraphs and bullet points will be the main format of each post. When talking about specific facts, sources will be cited and made easily accessible.

SHE INSPIRES: WWW.INPOWERWOMEN.ORG

Factor Rating Description

Usability Poor This website has an overuse of links. There are 10 blog posts that are presented all on the first page. There appears to be the first few lines of each blog post followed by an ellipses. The user has to click on the picture to access that rest of the article not the ellipses itself which causes confusion.

Knowledge Level

Good The information doesn’t contain jargon that someone wouldn’t understand. However, it does appeal to a reader that would be interested in leadership development.

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Findability Poor There is not a concise categories of the Inpower Women blogs. Although the keywords exist. A site map exists, including, “articles by category”, “recent posts”, “recent comment” and “news”. These category links would be best placed at the forefront of the blog.

Actionability Good There are links to stories you may like and links to share the posts. This actionability shows that they want the users to read more posts and share them with others.

Audience Woman Leaders

The target audience of women leaders is evident through the posts.

Accuracy Fair The writers are mostly guest contributors. It would be more beneficial in authenticity of the writers if they would have a bio about their professional endeavors.

Inpower Women has a blog that addresses topics that are relevant to women in leadership. This blog does well in having content that is related to their target audience of women leaders. Although the content is useful, the websites development is not user friendly or aesthetically pleasing. The multiple recommended links that are displayed can cause distraction when reading. She Talk can use the pros and cons of Inpower Women’s blog to ensure that they are regarded.

SHE LISTENS : WWW.FACEBOOK.COM/MTV

Factor Rating Description

Usability Good The website posts music news articles with simple headlines hat avoid confusion but elicit interest. They are simple to navigate and clicking the link redirects the user to the article.

Knowledge Level

Good The information presented in this site was supported by authentic facts and details as well as referencing to outside sources where information may have been gathered from.

Findability Fair The information is very organized and concise with links to the articles and videos, but it can get a bit difficult to retrieve old stories, as they may get lost in the timeline.

Actionability Good Aside from the articles linked to the direct MTV website, there are also visuals that support the articles or explain them in a more understandable manner. The pictures are separated into albums, so it is easier to locate them and associate them with the vents the reader is looking for.

Audience Music fans, entertainment enthusiasts

Most of the news posted on the MTV Facebook page is related to musicians, so it is clear the target audience is anyone who enjoys these musicians or music in general.

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Accuracy Good The writers responsible for these articles often report on information gathered by the MTV team. They sometimes include information from outside sources, which they give credit to.

The usability and actionably were exceptional examples on the MTV Facebook blog.

She Listens will be easy to navigate for the audience and include a variety of resources, both

text and visual, to allow the reader a more enhanced experience. Not only will they find their

reading experience to be almost effortless, but they will also consider it informative and

entertaining.

SHE WEARS: WWW.PRCOUTURE.COM

Factor Rating Description

Usability Satisfactory PR Couture could be considered an organized mess. The color design and font are appealing, but it lacks clear and clean organization. The site has so much information that a potential future user could get lost in it. The content does not have any visible typos and the graphics are professionally done.

Knowledge Level

Excellent The content that PR Couture exhibits for the user is extremely valuable information. They have beginner content for the new PR professional. This information can be found in the section called “Blogs”. There is information for the expert that can be found in the tabs “Get Brand Help” and “Consulting”. Both the expert and beginner can take advantage of the “Job Board”.

Findability Excellent It is extremely easy to find PR Couture in Google. When typing in “fashion pr”, this site popped up as the second link.

Actionability Good There is a tab at the top of the webpage that users can click called “Connect”. This tab allows users to contact the PR Couture site admins about specific questions. There is a clear row of clickable social media icons displayed on the page so that users can share the content.

Audience Students/Entry Level

This audience type was chosen because students benefit the most from the information. There are many articles on the site that give valuable advice to the upcoming professional and student. The content is really helpful. However, the tricky part is finding the information easily among the clutter.

Accuracy Excellent This site does a fantastic job with keeping up with the content and updating it regularly.

PR Couture has an expansive job board. Replicating something similar to the various postings on She Wears would give users many options to find employment or internship opportunities. However, the sites content is quite clustered. She Wears will take heed and focus on organization of the site so that the user finds information easily.

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CONCLUSION

Much like the saying “kids are the future”, women have and continue to make

significant strides in the professional world. The opportunities are only flourishing for talented

and ambitious women to make a name for themselves in their respective areas of interest. Our

site focuses on four areas of interest: music, fashion, entertainment, and inspiration. Not only

do we hope to make a blog that comments on these, but to do so in a sophisticated and

entertaining manner. She Talks will most definitely provide a wealth of information for any

young woman interested in staying in tune with other women in the professional word and the

world around them.