Integrated editorial planning at the University of Georgia

Jan Gleason and Greg Trevor
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Jan Gleason: Executive Director for Strategic Marketing in the Division of Marketing & Communications, University of Georgia, USA
Greg Trevor: Executive Director of Media Communications, University of Georgia, USA

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 1, 37-47

Abstract: This paper provides a case study of how the University of Georgia Marketing & Communications office fine-tuned its processes and tools to integrate editorial and content calendars to expand the reach of content with key audiences to increase awareness. This process brought together teams from media communications and strategic marketing with a focus on the university’s messaging strategy and included a revision of workflows for asset creation and channel distribution planning and the implementation of Asana, a team collaboration and work management application. The results of the integration of efforts led to increased reach and increased team efficiency.

Keywords: integrated marketing communications; editorial planning messaging strategy; integrated team workflows; integrated editorial planning (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:6:i:1:p:37-47

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