Themed content packages: showcasing the University’s strengths through a series of stories

Highlighting the University’s strengths is an important part of the mission of University Relations. To help with this goal, UR created themed content packages when the new Twin Cities homesite launched in September of 2020.

So, what is a themed content package?

A themed content package “TCP”, is a collection of stories housed within one priority topic area for the University. Topics have included childhood development, mental health, how the University adapts to the needs of society, and others.

The goal is to create engaging content using multiple forms of media. The stories are told through video, text, imagery, and infographics.

Previous examples:

How are themes selected?

Topics are selected at the end of the calendar year for the following year. Typically 3-4 packages are produced annually.

The following criteria are used when selecting themes:

  • Does the University tackle this from many disciplines or have broad expertise on this topic?
  • Does this topic have other relevant articles or resources that would appeal to our audiences?
  • Does it warrant a more in-depth, visual storytelling approach and benefit from producing multiple assets to share across various channels?

In February, the themed content package was called “Where it Starts”, celebrating Black History Month. Upcoming topics for the remainder of 2023 include sustainability in June, performing arts in September, and the University’s community outreach in November.

If you have ideas for themed content package topics, please submit them to the themed content package topic form for consideration.

How are TCPs promoted?

UR partners with featured colleges and units to promote packages across channels, aiming to reach new audiences wherever possible. Communicators can assist in promoting packages through relevant channels if the topic would be of interest to their audiences. Both original posts and amplification of content from the central UMN channels are helpful for promotion. If you are interested in promoting via your channels, UR will provide story links along with a package of assets including photos, videos, and social graphics.

If you have questions about the  upcoming packages or how you can help promote future packages and stories, please contact Shari White or Kelly Voigt.