Getting Tourism Saskatchewan involved in the discovery process for their content strategy project

  • By Blaine Kyllo
  • |
  • May 1 2017
Categories: |News

There’s this joke that people tell about Saskatchewan: “Saskatchewan is so flat you can watch your dog run away for three days.” I’m here to tell you that is not entirely true.

Saskatchewan is flat, yes, but the geography of the prairie province is much more diverse than would-be comedians realize. And if you like wilderness, wildlife, and the outdoors, you should consider traveling to its wide-open spaces.

Getting the word out about all that Saskatchewan has to offer is the raison d’être of Tourism Saskatchewan. We were lucky to work with the amazing communications and marketing teams in Regina in the first quarter of 2017.

What we did for Tourism Saskatchewan

Our work with Tourism Saskatchewan ran the gamut of content strategy practices.

Our discovery work included audience research, including focus groups, online surveys, and web usability testing. We conducted workshops with staff early in the project to identify existing practices and assessed existing systems.

Tourism Saskatchewan is driven to become a more mature content organization, so we developed tools to support their transition. These included content personas and journeys, audience cards, a taxonomy, content models, and more.

We also provided guidance on building on a content support toolkit, which will be used by content teams going forward.

We also made recommendations to restructure teams to support a “digital first” approach.

Why I loved this project

Tourism Saskatchewan came to this project ready to work. One of the project goals was to work with the staff on the various content strategy solutions so they could learn how to continue moving the content strategy forward long after we were done.

This was the most engaged and dedicated team i’ve ever worked with. The energy and enthusiasm they brought with them to workshops and working sessions were instrumental, and is why I firmly believe they will become sector leaders in using content strategy to become better.

What I learned from this project

While content strategy, on some level, is topic agnostic, the realm of tourism and the context of tourism organizations is unique. Working with Tourism Saskatchewan gave me a chance to explore just how the context of an organization can shift the needs of a content strategy.

And it’s one thing to do the work of developing a content strategy, and something else altogether to do that while training and mentoring people to do the work themselves. The adage about having to teach making you better at your job certainly held here; our content strategy skills are better for having worked with the Tourism Saskatchewan staff.

Finally, there is great value in conducting workshops with clients as a discovery process. With Tourism Saskatchewan we spent time together to workshop existing content processes and revealed, to us and to our client, some interesting and profound things. It meant that when we got to collaboratively designing new content processes, everyone had a better understanding of what the new world should look like.

Further reading

Content strategy project delivers Tourism Saskatchewan a roadmap for change

Tourism Saskatchewan case study presentation

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