In higher education, many of us are new to our roles, run on limited resources or have small teams, if not a team of one. Luckily, we can maximize resources by hitting multiple touchpoints in one communications campaign. Rather than focus solely on one campaign initiative or event, think of how to stretch that one idea across multiple platforms and efforts. Find ways to create evergreen content that will continue to increase your brand awareness and strengthen key themes past the time of the campaign or event. We all know about passive income, think of this as passive communications.

When it comes to curating campaigns and developing innovative storytelling, the key is to tackle the sum of the whole through its multi-faceted parts. For instance, if you have an upcoming event, find ways to leverage promotional content by making it evergreen and removing the timestamp. Or if you have an article, how can that article then turn into a video, social media post, or newsletter entry without feeling stale? In creating the omnichannel approach, it's best to look at each piece of information and answer two questions: who does this best serve, and how can I best tell them this information? Often, great content can become a story, a video, and a social media campaign.