Problem
The province of Utrecht implements both national policies and its own plans — on topics like roads, wind turbines, and housing. These are issues that are too large for municipalities and too specific for the national government. With a broad and diverse target audience, communicating in a focused way is a challenge. That’s why the province wanted to improve its content and communication: to better inform residents about policies and decisions, and to become more discoverable.
My solution
For a year, I supported the web team as a Content Specialist. I provided advice on website and social media copy, handled editing and proofreading, and was content lead for the topic of Energy & Climate. I also gave colleagues a social media workshop and initiated a content team editorial meeting — helping not just the content, but the team itself grow.
In addition, I worked on strengthening the province’s online visibility. I refined the corporate format for social media, analyzed performance through Coosto and Matomo, ran A/B tests, and optimized content strategies across channels. I also co-created the storytelling page provincie-utrecht.nl/verhalen, where the province’s projects are brought to life.
