Crossmedia is the process of broadcasting the same message or content in several communication channels. Nowadays, we presume marketing managers must work together with creative teams to integrate this content release.
Before a large number of available alternatives and tools, how can agencies, marketers and clients not get lost? Fortunately, GitScrum can help crossmedia management, too.
Why Manage Crossmedia?
Reasons why managing crossmedia works:
- Focus on the goals of the advertiser, and really select the best tools and formats for them (discard ideas that are not goal-oriented);
- Use the budget smartly, distributing it for each important activity you planned;
- Better communicate the message to the audience, who will catch the same message from several means, and have a higher recall;
- Focus on the most suitable channels for you and optimize costs;
- Increase your brand awareness, by using more channels.
How to Plan and Implement a Crossmedia Strategy with GitScrum?
1. Create a Workspace for Each Product, Brand or Client
Lean on a smart project management tool to organize your marketing projects. In order to build cross-functional teams and allow them to work efficiently, sort your multiple projects per product line, brand or client that you will manage.
Workspaces are project directories, and that’s where you will create the marketing and communication projects for each brand. By organizing your work, it will be easy to find them, and duplicate tasks from one to the other in the future.
2. Prepare your Project Management Tool with Your Brand
Your project management tool can also be one of your supporting communication channels with clients, customers and relate to your website and social media. Therefore, it must be properly personalized, so it looks like it was developed exclusively for you. It’s possible with GitScrum White Label, since you can replace the GitScrum logo by yours.
Why is it important as a communication channel? Besides being a platform for collaborating with your clients and presenting projects to them, there are many possibilities to develop content and projects for your brand, you’ll see next.
3. Plan Campaigns with GitScrum Mind Mapping
Mind Mapping is the ideal tool for creative teams to collaborate together and run brainstorms. You can store ideas and make strategic media plans for each campaign, listing which channels you will explore per item. This will help your team analyze the channels combinations, and make decisions, with your clients.
4. Manage Communication & Media Projects with GitScrum Board
Each brand project you create will have its own GitScrum Board, with the classical Kanban boards columns. Under each column, you will create tasks corresponding to the actions your team members must take to make them happen.
Examples of marketing tasks/actions:
- monitor brand mentions on search engines;
- publish ads on Google and Facebook;
- website and blog SEO review;
- list potential partner digital influencers;
- define products/services to invest in service exchanges and promotions;
- digital launch planning;
- social media content calendar;
- list segmented magazines and portals for advertising;
- sales funnel emails/script;
- list potential relevant topics for press media office (conquer free media).
5. Engage Your Marketing Team Towards Gitscrum Sprints
After you set all your integrated marketing projects, make them come true, engaging your team with GitScrum Sprints. You will associate the campaign/promotion goals with them, and include the related tasks, so they work together daily to accomplish the expectations.
You can monitor the burndown charts, and this will give you conditions to identify which actions are moving according to what you planned, and the ones that demand adjustments.
6. Monitor All Project Actions with GitScrum Gantt Charts
In each media project, you will certainly include many tasks with different start and end dates. This can seem a little confusing to control. However, your team doesn’t need to feel overwhelmed. GitScrum Gantt Charts helps you get the project big picture and visualize all the current actions, and the next ones. All this with colored bars you can click and open the tasks, which are integrated with the Board.
Instead of a struggle, choose the practical way to manage dynamic campaigns.
7. Manage Your Projects Budget with GitScrum Spreadsheet
One of the first issues you must set, and continuously update, is your marketing budget. You must know the profit percentage you will invest in marketing. This way, it’s possible to select the most appropriate channels for your brand and adjust your goals.
8. Gather Users’ Info with GitScrum User Stories
This amazing feature is useful for developers to improve products, but also for marketers to work on content for campaigns. GitScrum User Stories give you a background on what users expect from your brand, their priorities, feelings and their wishes. That’s essential to create relevant campaigns and marketing actions.
9. Create Relevant Content with GitScrum Wiki
Use GitScrum Wiki to create and test relevant content for your target audience. You can use it to build sample campaigns, or to build true hotsites and content pages and share with your clients. Write articles, story-telling with customer testimonials and interviews, product guides and suggestions on how to use a product. There’s no limit for what you can create with it.
You can even invite guest customers and volunteers to collaborate and send you content, to have recurring material for a newsletter.
Get a shareable URL link and send them by email, instant messenger or social media to selected groups.
10. Create Interactive Branding Actions
You can use public projects to create branding actions. Promote your product, or yourself as a professional, by creating a project and sharing it on the web. A public project has a regular GitScrum Board, where you invite some guests and create some activities for them, related with your brand. They can be product testing, service experience, or challenges like reproducing your “how to” videos. Anyone with your project URL link will be able to visit your project, so you can share it on your social media and use it, to show real people interacting with your brand. If you want it, you can promote rewards in it, as well.
11. Duplicate and Adapt Tasks
As long as you create projects with a common theme, you don’t need to brief them and create the whole process every time. You can use part of the work you executed in one project, duplicate a task and move it to another project. Then, you will adapt the task requirements to the characteristics and formats of the specific channel. This will make you work much faster and increase your deliverability.
12. Measure each Tool Profitability with GitScrum Time Tracking
You already know the price of paid ads and tools, and have the media sheets to make comparisons. GitScrum Time Tracking gives you the tool to measure the average execution time of each one of your tasks. This is important to support your decision-making, confirm your profitability references and choose the most assertive tools.
13. Label Task Types
On your GitScrum task cards, use task labels to make clear job orders to your team. You can use the same labels for all your projects, or add new ones for a project. What matters is that, in all of them, the team will be used to spotting quickly the kind of job, and this will also help you differentiate online and offline demands, for instance.
Example of marketing task types you can create:
- client visit / briefing;
- landing page copywriting;
- email copywriting;
- design template;
- design edition;
- ad creation/design;
- ad copywriting (text-only);
- video edition;
- media plan;
14. Make Assignments
Assign each project to a coordinator, and each task to a team member. A task with no one responsible is pretty much non-existing. Set due-dates. You can only track your projects after this. One task can be assigned to more than one team member (two or three), but in this case it’s recommended that you talk to them about who is responsible for what, or make it clear that both will respond for all items, under any circumstances.