University Relations (UR) has announced the formation of a new Content Team, led by Associate Vice Chancellor Nancy Buffone. Drawing on her editorial experience and broad perspective of campus, Buffone will assemble a staff tasked with helping to tell the UMass story by creating engaging content to be featured on the campus homepage, the Flagship newsletter and other UR platforms.
John Kennedy, vice chancellor for University Relations, said, "Over the past year, University Relations has been deeply engaged in executing a comprehensive communication and marketing strategy for the campus. The Be Revolutionary branding campaign, our enhanced role in UWW programmatic marketing, the redesign of the campus homepage, and the reorganization of the Marcom group to better serve campus clients are key components of this initiative. Nancy's new role in creating original content and leveraging content created in other UR units, such as Marcom and the News Office, is another important piece of overall strategy."
Kennedy said the heightened focus on storytelling will require closer collaboration among UR units and a revision of content strategy and workflow on a variety of platforms. The Marcom Group, led by Chief Marketing Officer Darryl Jelly, and News and Media Relations, headed by Executive Director Ed Blaguszewski, will align resources with the new Content Team in their planning and daily activities.