Building process equity with a dynamic workflow for social media management
Initially, the client’s digital presence consisted primarily of company updates, news, and launch information. While some effort had gone into attempts to find a way to voice the expanding core content (lawmaker interviews, topic coverage, e.g. “Daily Points”) of the platform, the assets lacked a visual consistency and a repeatable workflow for production—see “Before & After” example below—particularly true on social media, a core pillar of support for ASP.
Now facing the opportunity and pressures of a public spotlight, A Starting Point required a sustainable path to expand and refine its content production. Our strategy included methods for quickly iterating both urgent, time-sensitive content and developing new formats to utilize ASP’s extensive library of archival content (e.g. “Starting Points”—interviews on core, evergreen topics).
We brought on political science experts and copywriters with a public policy background to develop accurate domain-specific content on a variety of topics including public health, the economy, international affairs, and more.
Our design team built new, engaging motion graphics for social formats (including “Explores,” “Explainers,” “Trending Points,” “Counterpoints” and more) that would each communicate in a distinct style to provide the audience with consistent, familiar expectations. Each format would serve similarly as a unique “TV series;” with the social teaser “trailers” providing valuable but brief tease of what to expect, driving traffic to the website and app platforms.
We developed innovative systems to standardize & expedite content generation in broadcast mediums, including the creation of a shared Adobe Creative Cloud library for VFX elements & MOGRTs that served a team of over 15 video editors, enabling content output to scale ten-fold.
Our aim was to build process equity for the client, creating a method for copywriters, designers, video editors, and content teams to make each contribution without friction or delay. Standardized elements (both still and motion graphics) including lower-thirds, overlays, callouts, media containers, and more were formed into modular “building blocks” to include in both existing and new asset templates, enabling agile and responsive content iteration.
This cutting-edge approach earned our agency praise from industry peers, including the honor of a community nomination as a requested speaker at the international Adobe Max conference.
After developing this dynamic workflow, we continued our work together with a focus on strategic assessment and tactical execution. Providing social media management services, we covered the planning, creation, and implementation of promotional content for live events and core organic content. Additionally, on the tactical level, we seized upon further opportunities utilizing tools including Community (SMS Messaging) and Later (“LinkInBio”), leading users to specific content upon release, generating 50% more web traffic in the first month alone.