Reflection on a marketing campaign on branded content.

Challenge

I work on projects that involve branded content. This content is disseminated in the  form of articles, blogs, videos, webinars and so on. There are currently multiple  workflows that have different kinds of processes for different projects. Since the same  team needs to juggle these tasks and projects, it is a challenging exercise. My challenge  was to find and improve the workflow in our team to accelerate the time taken to deliver  the projects. Each project normally has a long drawn out work period between 30 days  to 6 months. By addressing gaps, we wanted to be able to uncover what is ineffective in  our current workflow.

Selection

In order to make sure we are able to address any issues, we employed the visualization  tool – the objective was to draw out the multiple processes that are currently in place. By  using this tool, we want to be able to identify gaps in design process and see whether  there is any scope for improving the current workflow. Is there a way to cut down on the  time of delivery by skipping a few steps, or can we drastically reduce the time for some  of them? Is the current process too cumbersome?

Application

As part of the visualization process, it was great to put together the multiple processes  we have in place in the form of flow charts, once we started doing this, we started  identifying patterns, and that’s when the gaps started to emerge.

As a team, we were involved in drawing flowcharts right from when a project is sold to  till the time the project is delivered and the final report is sent to the client. Doing this  repeatedly for different kinds of projects helped us in seeing the gaps.

Insight and Approach

During the exploration phase and pattern finding phase, what we found what was there  were multiple touch points that the client was interacting and there were overlapping  projects or tasks with the same client. This was causing internal communication gaps as  people needed to be briefed. For example, what we observed was that for a digital  project with articles involved, the client had to interface with certain set of people in the  team. And for executing videos there were interacting with others. Now this was causing  a great time lag in the process. T

The solution that came out of the exercise is for the team to have two owners – one from  a content standpoint and another from a project management standpoint – so there was  a quicker delivery and lesser communication gap.

As we tried this approach in a pilot project, we found it extremely effective. Not only did  it ease communication gaps, it also helped improve the client experience – this was an

outcome that was over and above what we expected. We just imagined an internal  change but ended up with an external outcome as well.


Reflection on a marketing campaign on branded content . Challenge I work on projects that involve branded content . This content is disseminated in the form of articles , blogs , videos , webinars and so on . There are currently multiple workflows that have different kinds of processes for different projects . Since the same team needs to juggle these tasks and projects , it is a challenging exercise . My challenge was to find and improve the workflow in our team to accelerate the time taken to deliver the projects . Each project normally has a long drawn out work period between 30 days to 6 months . By addressing gaps , we wanted to be able to uncover what is ineffective in our current workflow . Selection In order to make sure we are able to address any issues , we employed the visualization tool – the objective was to draw out the multiple processes that are currently in place . By using this tool , we want to be able to identify gaps in design process and see whether there is any scope for improving the current workflow . Is there a way to cut down on the time of delivery by skipping a few steps , or can we drastically reduce the time for some of them ? Is the current process too cumbersome ? Application As part of the visualization process , it was great to put together the multiple processes we have in place in the form of flow charts , once we started doing this , we started identifying patterns , and that ’s when the gaps started to emerge . As a team , we were involved in drawing flowcharts right from when a project is sold to till the time the project is delivered and the final report is sent to the client . Doing this repeatedly for different kinds of projects helped us in seeing the gaps . Insight and Approach During the exploration phase and pattern finding phase , what we found what was there were multiple touch points that the client was interacting and there were overlapping projects or tasks with the same client . This was causing internal communication gaps as people needed to be briefed . For example , what we observed was that for a digital project with articles involved , the client had to interface with certain set of people in the team . And for executing videos there were interacting with others . Now this was causing a great time lag in the process . T The solution that came out of the exercise is for the team to have two owners – one from a content standpoint and another from a project management standpoint – so there was a quicker delivery and lesser communication gap . As we tried this approach in a pilot project , we found it extremely effective . Not only did it ease communication gaps , it also helped improve the client experience – this was an outcome that was over and above what we expected . We just imagined an internal change but ended up with an external outcome as well .