Content Franchise

Estimated time to establish your content franchises: 1 - 2 hours

A content franchise is a recurring series built around categories, campaigns, and stories. Content franchises sit in the upper section of our brand hierarchy. Governments certainly have more, but below are the three content franchises The City of Boston is using during COVID-19.

• City Services: Business as usual. People need their birth certificates, EBT cards, business paper work and whatever services they might need from the government.

• Health Policy: Hyper-focused on COVID-19 as new guidance is provided by WHO, CDC and trusted institutional resources.

• Reopening Roadmap: As states are reopening, we need to transform our behaviors to adjust to the future.

Below is the hierarchy from left-to-right. Franchises, categories, campaigns and stories continue to provide a way to structure the different ideas we need to communicate. This is a boiler plate to help you build your own custom list.

Franchises	Categories	Campaigns / Stories
Health Policy	Face Covering	How to wear a face cover
Health Policy	Testing	COVID Testing 101
Reopening	Phase 1	Children's Parks
Health Policy	Testing	Tracing & Tracking
City Services	Food	Food Resources Map / Boston Meal Sites
Health Policy	Testing	COVID Daily Data
Health Policy	Social / Physical Distancing	Hug the sidewalk

View the entire list here.

If you need help with your content franchises, let's run a workshop. Sign-up here.

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