Process Owner: Hannah Halton
Last Updated: November 2024
SOP Linked: HERE
TLDR on the Process:
Outlines must be updated and assigned out via the Creative Request Form by 7 business days into the month (one month prior)
Strategists MUST include all creative direction and assets for designers in the updated Outline format (template here)
Strategists must not include any non-design needed posts in the outline, if all that is needed is an image to be cropped that is on the Strategist to own and upload directly into Collab, not the outline
Designers must be given 2-3 days for calendar feedback, if the edit is simple enough and is needed ASAP, strategist to handle in Figma
Outline / Calendar Timeline:
Each month should operate similarly, where outlines are consistently being delivered by 7 business days into the month to creative leads
Please consider the due date when assigning out, all calendars must be sent to the client one week before the last business day of the month (unless otherwise noted) - keep in mind you should be giving yourself and the designer a due date that allows time for QA, edits, etc.
Note: Make sure to check Sebas’ due dates and timeline recommendations in the Social Dept channel each month!
Outline / Calendar Responsibilities:
Strategists:
Updating or creating outline sheet with all rows updated and details included:
Strategist to ONLY outline concepts that need creative graphic design work from a designer.
Concept details: MUST include creative direction, on-creative copy, how many images / slides (if Stories or carousels)
Creative inspo: Must include inspo for a new post concept (can be sourced from our inspo bank or playbook, see below) or link to a previous post / template for the designer to use or reference
If you ever need inspiration, you can look through our creative inspo playbook (will be updated quarterly)! We have both internal and external examples for every content pillar.
Link to assets: Must include links to all assets needed for design (like images in each carousel creative) OR if you need a designer to source a stock image or video, you must be very detailed on what you want.
Asset sourcing: Instead of “Lifestyle photo of family” please be as detailed as “lifestyle image of young family hanging out in the kitchen with toddler” or link to inspo for the photo
Strategists pull all UGC / reposted reels and drop them directly into collab. Do not include these in the outline.
Strategists pull all static lifestyle imagery with no creative elements overlaid and drop them directly into collab. Do not include these in the outline.
Strategists to make their own CapCut videos or videos with in-app text overlays.
Note: If video needs branded graphic overlay this should be assigned to the Designer
Putting imagery into Lucid - any specific assets needed for creatives that might not be available for everyone (AKA password protected client drives or folders)
Strategists to upload assets for designer to use for the calendar only
Designers to ensure full asset library is in Lucid and updated quarterly / as needed
Once the outline is ready, strategist must submit a Creative Request Form for the designer to be assigned and begin production
Note: You must complete this form for any creatives needed by a designer, including one-off requests
Please see best practices and timeline requirements HERE
Flagging any feedback, questions, needs from client directly to designers in Asana task and via Slack
Making copy-only or small edits for immediate need posts, any other feedback that can have more than 2 days can go to back to the designer.
Basic Figma training will be provided to the team
Design Lead:
Design leads are responsible for creating all concepts that require design elements such as copy overlays, animations, or any other graphic treatment (not including CapCut or in-app text overlays)
This also includes more timely trend or one-off requests
Keeping Asana task and Strategist updated on when creatives are done or any updates or questions
Handle any creative feedback from client, QA process, or strategist within 2-3 business days
Note: If creative edit is needed same day but is a simple enough request, Strategist to handle
Creative Concept Requirements:
All creative concepts must include the following:
All on-creative copy, if it’s a carousel or multi-frame story, break this down per frame
Inspiration link for designer to reference for the creative, this can be external or something we’ve already done for that client that we’re reworking/using as a template
Link to asset for either specific imagery to use, or be very specific about the type of stock image you want.
Good example: Stock image of a diverse family eating Thanksgiving dinner.
Bad example: Thanksgiving stock image.
File type and dimensions (this is obvious to some designers, but we need to make sure outsource designers know what’s up). There are now drop-downs for this in our outlines to make it easier!
Below are some best-in-class examples for each pillar and tips for strategists:
Promotional:
STRATEGY TIPS:
Is one singular post going to be enough for this promotion? Consider a series with a few posts, or a combination of in feed + story!
Note: Consider what kind of promotional content works well for your industry / client - we should try to avoid overly promotional content that can appear like ads, switch things up by including a promo in a more engaging format like a humor post or meme
Product Focused:
STRATEGY TIPS:
Think about how much copy you have as you go through product USPs! The best way to show them all may be a reel where each benefit appears one at a time
Continue to consider different formats here based on what works for your client and industry - informative carousel, eye-catching Reel, lifestyle image, etc.
Engaging:
STRATEGY TIPS:
Consider the CTA you’re asking of the user – would the engaging action best be delivered in-feed (like having them comment down below) or as a Story sequence (where we can use in-app stickers such as polls / quizzes or question boxes)
Check the creative inspo board for ideas!
Don’t overthink it - what does your target audience / social media users want to see from your brand on social - what is relatable or humorous or engaging to them?
Educational:
STRATEGY TIPS:
Educational posts tend to get very copy heavy, so think about if the post would be best formatted as a video (does the user have enough time to read the text?) or a carousel
Be mindful that the first slide in an educational carousel isn’t too text heavy to overwhelm the grid preview! Consider an enticing first slide like THIS for users to see on the grid/on their feed and house the majority of the info in the next slides
IG Stories:
STRATEGY TIPS:
Are you using in-app engaging features such as stickers? Make sure it’s very clear to the designer what you’ll be using or asking for!
If you’re having trouble thinking of ideas for future content, you can also use Stories to gauge what your users want to see
For example, asking users with a fun this/that game can help show their preferences. Posting a question box and having users drop in answers to a prompt can be used for a future post, or having them ask questions and turning their responses into a Q&A series in-feed
Stories can be informative (blog post link), promotional (sale), engaging (interactive stickers), etc.! Ensure you have a clear goal with your Story and ensure we’re not asking too much
Additional Tab Usage:
CLIENT OVERVIEW TAB:
Note: You do not need to fill this out if you have completed your Client One Sheeter, but you must link the doc in the tab and ensure it includes all of the information outlined in the template here
If your client has more specific creative / brand do’s and don’ts or needs that are not outlined in your One Sheeter, add them to the Client Overview tab
BRAIN DUMP TAB:
This tab is to be used by both the Strategist and Designer - the expectation is that this is updated as relevant when strategists, designers, and even clients have one-off ideas or see strong inspiration within feeds
As new ideas are dropped in, tag the other team member in the sheet for their feedback and to confirm if / when we should add this into the calendar
This tab is a great way to keep track of multiple client ideas or one-off requests, but it is on the Strategist to build these out further in the outline and assign out in Asana
Note: Brainstorm calls for monthly calendars are no longer needed, so use this tab as a way to share ideas together!
COMING IN Q1/Q2: Quarterly planning and testing roadmap!
Designer vs. Strategist Collaboration + Additional Ways of Working:
Strategists:
All responsibilities included above for outline / calendar process
Flagging any and all relevant client communication, feedback, and ideas to the Designer (note: designers are not client facing so need the extra context from comms)
Monthly: communicating what worked / what didn’t in monthly report and helping them understand what creatives or templates need to be optimized for future calendars
Note: Testing roadmap coming in Q1
Quarterly / where relevant: communicating any larger campaigns, marketing calendars, promos, quarterly ideas, etc. as they come up for future planning
Note: Quarterly planning / ritualistic creatives strategy coming in Q1/Q2
More one-off:
Collaboration with designer for new clients:
Ownership / planning of Kickoff slides, Social Analysis brainstorm, Social Analysis deck, Social Analysis creative outlines (see Month 1 Onboarding Timeline for details)
Design Lead:
All responsibilities included above for outline / calendar process
More one-off:
Template refreshes - work with strategists for rebrands and refreshes: considering what has been working and what hasn’t and then revamp
Opportunity for refresh every 6 months or as needed - more detailed process in progress, for Q1/Q2
New Clients:
See Month 1 Onboarding Timeline for details
Creative Kickoff slides - align with Strategist on strategy and including a variety of examples from relevant brands and competitors
Social Analysis brand guidelines slide + creatives - work with strategist on developing creative strategy and creating templates for priority content pillars with 1-2 trending / one-off ideas
This also includes Profile Optimizations (cover photos, Story Highlights, etc.) and any other additional creative needs for the deck
Brand Amplification - if client has in contract, monthly support on this which can include Story Stickers, UGC Backgrounds, Close Friends Stories, etc.