University of Bath

Creating a Campaign

How to use Content Publisher to promote an activity, opportunity or service through the website.

When to create a Campaign

Create a Campaign to:

  • provide a landing page for a time-limited online promotion, such as social media or pay-per-click advertising
  • provide a landing page for a time-limited offline promotion, like print or display advertising
  • encourage users to participate in a project or activity and explain how it will benefit them

Don't create a Campaign:

  • to promote a news story - create an Announcement instead
  • to describe an event and how to attend it - create an Event instead
  • to describe a project that people can't engage with - create a Project page instead

Before you create a new piece of content, search the website to see if it already exists and talk to other people who could be responsible for it. We do not want to duplicate content on the website as this can be confusing for users.

Naming your Campaign

Use a unique and descriptive name. If the campaign reoccurs annually, create a separate Campaign for each one and include the date in the title ('National Student Survey 2015', not 'National Student Survey').

The title for your Campaign should be limited to 65 characters if possible so users can read it in entirety on search results.

Writing a Campaign summary

Use the summary to explain who the campaign involves and what it will achieve, for example:

Title: National Student Survey 2015
Summary: The National Student Survey (NSS) gives you the chance to have your say about your university experience.

The summary should be no more than 160 characters.

Adding labels

We use labels to pin content items onto Collection pages. Only add a label if you know that your content item is going to be part of a Collection. Labels are not typical website 'tags'.

Don't add a label just because you think it might be relevant. You must know what labels the Collection uses. If you don't know, ask your Faculty Web Editor or contact the Digital team at

To add a label to a content item, select from the drop-down list in the Labels section and click 'Add label'. You can add a maximum of 12 labels to a single content item.

Adding Campaign benefits

You must add at least one benefit that the campaign offers the user.

The benefit name should be active and give the user an incentive to do something, for example, 'Book ahead for talks and tours'. You can then write more about the benefit in the ‘Description of benefit’ field.

Things to remember when writing your Campaign benefits:

  • Focus on encouraging your users to follow the call to action and meet the goal of the campaign through simple and straight-forward content
  • Write for the people you want to get involved and explain how their participation will benefit them, not the organisation ('The NSS lets you share feedback about your course to improve student life at Bath' not 'The NSS affects where the University appears in league tables')

When you fill in the 'Call to action link text' field, use active language to encourage users to participate ('Submit your feedback', not 'Feedback submission form').

Many Campaigns will only have a single benefit, but you can add multiple ones if required. Once you've added your content to the Benefits section in the publishing platform, select 'Save' to open up a new section and add more benefits.

Adding supporting information

Things to remember when writing supporting information


  • write concisely and in plain English
  • break content up into sections that are easy to scan
  • use headings to structure the content and help users to navigate
  • consider breaking long sentences or dense paragraphs with a lot of information into bulleted lists
  • create links to other content about the campaign (like Announcements, Projects or external sources) where relevant
  • continue the branding of the external campaign by using the same imagery as the featured image (as long as it conforms to the image style guide)


  • replicate dense internal documents like project proposals - these can be provided as Publications if required and linked to from your Campaign
  • include technical terms in headings unless unavoidable - and then only if you’ve already explained them on the page
  • use generic or needless headings ('Further information' or 'Introduction') - users don’t want an introduction, they want the most important information
  • write headers as questions
  • structure your content as FAQs - you won’t need them if your content is concise, well-structured and written in plain English

Resources to help you write your content

The University's style guide will help you make sure you're using the same terminology, style and tone as the rest of the website. This is important so that website users can understand us easily through the consistency of our content.

Our formatting guide will help you create appropriate headers, links, lists and other formatting for your page. This is important because it makes the information we provide clearer to website users.

Adding a call to action

A call to action is the next thing you want the user to do after reading your content. The Content Publisher has special fields for entering a call to action.

Make sure your call to action:

  • is active ('Find out more about...', 'Contact the...', not 'More information is available…')
  • makes the destination of the link clear to the user
  • does not end in a full stop

Your call to action can be a link to a web page, an email address or a phone number.

If your content doesn't have a call to action, choose 'No call to action' and enter a good reason for not having one in the 'Reason for no call to action' box below.

You should always try to think of the next step for the user.

Adding responsible organisations and groups

After you have added all your content - including any images, media and contact details - you will able to select an owner or associated group for your page. This allocates permissions for who in the organisation is able to maintain the content.

A guide for adding responsible organisations and groups is available to help you do this.