Utilizing the content brief given to us at the beginning of every month as a launching point, we began to map out the story we wanted to tell. We used client provided materials as our guide, analyzing photos, videos, and press releases in order to settle on an overarching theme, story or thread that corresponded to the business objective outlined in the brief.
Once a theme was decided upon, our content was broken down into three categories: introductory post (usually a video which explained the main story), supporting posts, and wrap up post. Based on the monthly theme we selected 8 thumb stopping pieces of creative to promote. Target groups were created based on social platform (Facebook vs. Twitter), extensive research per theme and building an emotional connection between the audience and the content.