Publishing a strategic plan across a website, booklet and film

Start with one approved plan

Keep one approved content record, then give each format a clear job. The website can help readers explore the plan, the booklet can support a longer read, and the film can introduce its main message.

A staff member may need detail on one priority. A partner may need an introduction. A launch guest may want a publication to take away. Use those reading needs to decide what each version includes.

Before design begins, agree the wording that must stay consistent, the material each format will use and who approves it. This makes later changes easier to track across the website, booklet and film.

1. Map the meaning before choosing the layouts

Identify the statements that must remain consistent wherever they appear: the plan period, vision, priority names, principal commitments and organisational terminology.

Then separate explanation from exact wording. A film may introduce a priority in a short spoken sentence, while the booklet explains its context and the website links to supporting material. The shorter expression still needs approval for its meaning.

Create a content map with an owner for each section. Mark which material is approved for public use and which remains internal. Include names, quotations, photographs and any figures that need an identified checker.

This becomes the working basis for the creative team and the reviewers, even while individual layouts and scripts develop.

2. Give the three formats different jobs

The website helps people explore. Its navigation can lead readers from the overall plan to a priority, a message or a downloadable document. Plan the page structure around the questions readers are likely to bring.

The booklet supports a sustained read. Decide the sequence, hierarchy and relationship between text, photography and graphics. If a printed edition is needed, confirm the physical format and distribution requirements as part of the brief.

The film provides an introduction. Choose the central idea, a manageable set of supporting messages and a clear next step. A film can direct viewers to the plan rather than attempting to voice every paragraph.

Discuss the formats together. Miracle's published CUHK strategic-plan case page offers a visual reference for this kind of conversation, alongside your organisation's own requirements.

3. Use a shared content matrix

A practical matrix can include these fields:

• Field: Content item;
  What the team records: A priority, leadership message, fact or explanation
• Field: Approved source;
  What the team records: The current wording and the person responsible for it
• Field: Website treatment;
  What the team records: Page, section, link or download
• Field: Booklet treatment;
  What the team records: Main text, summary, caption or supporting graphic
• Field: Film treatment;
  What the team records: Spoken line, on-screen text, visual reference or omission
• Field: Language and status;
  What the team records: Required versions, reviewers and approval state

An omission can be intentional. If a detailed passage belongs in the booklet but would overwhelm the film, record that decision and the route to the full material.

When the source changes, the matrix shows which outputs need checking. Keep a short change log so a late amendment is not applied to only one version.

4. Build a visual system that works in all three

Agree the use of colour, typography, imagery, diagrams and recurring identifiers before each format develops independently.

A priority might have a consistent label and visual treatment across the website, booklet and film. Its layout can adapt to the medium. A wide spread may become stacked sections on a phone, while a moving sequence needs text that can be read within the shot.

Test this system with actual material. Use a long heading, a detailed passage and a difficult image crop. Review both English and Chinese where required, rather than assuming a design approved in one language will fit the other.

5. Agree language and review responsibilities

Name the people who approve the plan's substance, translation, design and public release. Decide which comments are mandatory corrections and who resolves conflicting preferences.

Prepare a glossary for institutional names, priority labels and recurring terms. Keep approved pronunciation notes for the film where needed.

For the website, language-specific URLs and links between equivalent pages should be part of the design. Google provides multilingual website guidance covering separate language URLs and hreflang annotations.

Plan content checkpoints around production dependencies. Navigation and visual studies can progress with representative material. Final voice recording, printing and public release need the appropriate approvals for their content. Record what a later change would affect before that stage begins.

6. Include accessibility in the production brief

Consider how people will receive the same information through different formats. A film needs an appropriate plan for captions and other access features; a publication needs readable structure; a website needs usable navigation and controls.

W3C recommends including specific media accessibility requirements in project requirements and production planning. Its audio and video planning guidance helps teams identify the features relevant to their material.

For a downloadable publication, check the PDF's structure and reading order, particularly where the design uses columns or complex layouts. W3C provides PDF reading-order guidance.

Agree what will be tested and by whom. A matching visual style across formats does not establish that every version is accessible.

7. Plan one coordinated release

Create a launch checklist that covers all outputs:

• Correct approved versions and language labels
• Website navigation and working download links
• Film playback, captions, titles and destination links
• Final publication files and any print approval
• Source files, editing instructions and named owners
• A process for corrections and future updates

Check the reader's journey across formats. A QR code in the booklet should lead to a stable, appropriate page. The film's closing direction should match the published website. Test these links from the final outputs, not only from working files.

A coordinated brief can draw on Miracle's website development and video production services, with publication requirements discussed as part of the same content plan.

What to include in the publication brief

Include the plan, intended readers and required formats to support a connected content and production approach.