The challenge.
AAT recognised that video content was being created across the business with a lack of consistency and little focus on ROI. The business needed a joined up approach to content, with a clear approach to planning, creation, distribution and measurement.
The work.
Our brief was firstly one of discovery and through stakeholder workshops we identified a number of challenges whilst gaining a wider understanding of varied audience needs in this market. Following this discovery phase we worked closely with the team over a twelve month period to develop a number of activities, all focused on driving collaboration between teams in-house, and results driven video content.
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Development of a full content strategy
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Content mapping to audience personas and website user journeys
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Development of video brand assets, video guidelines and animation style guides
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Content commissioning criteria and briefing documentation
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In-house training for basic filming and editing
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Implementation of a monthly video working group that regularly reviews content performance and strategy.
The outcome.
AAT now has a collaborative approach to content creation, with key stakeholders meeting on a monthly basis to discuss projects, future plans and the repurposing of content.