The American University in Cairo (AUC) wanted to improve how it deploys and exposes its news content to online users.
AUC invests significant time and effort in producing high quality news content. However, because of its incoherent, disconnected online presence, this content was not delivering the benefits that it had the potential to provide.
AUC’s magazine, AUC Today, contains attractively presented, engaging content that is relevant to many audiences. AUC Today stories help to convey AUC’s excellence, often with a personal perspective. However, AUC Today content existed in a silo.
Strategy for integrating news
Following research and discovery work, we developed a strategy for integrating news content into the main website, connecting news content to other content, and exposing relevant news content.
The strategy included bringing AUC Today content management into AUC’s main web platform, providing new styling and layout options for editors, and developing a universal taxonomy for news, and other, content.
Promoting visibility and engagement
Working within AUC’s brand guidelines and building on existing design components, we developed a set of component modifications and new page layouts to better promote news.
Website ‘dead ends’ are being eliminated using taxonomy-based automations to generate links to related and relevant content.
Implementation
Based on the strategy, components and layouts we delivered AUC’s development team are building the new features.
