Developing an effective strategy and structure for creating campaigns with your content

Tony Sheridan, Senior Digital Campaigns Manager at KAUST

Bringing individual pieces of content together into a cohesive campaign can create something that is more effective and impactful than the sum of its parts. However, knowing how and where to start when creating campaigns with your content can be overwhelming, especially in the face of day-to-day demands.

In this session, I will delve into my own tried and tested 12-pillar strategy and 8-step framework structure for creating multiple award-winning campaigns. I will examine the past pitfalls within the process and how to avoid them, as you adapt these guidelines and bring them into your organization and work.

Takeaways:

• A campaign strategy pillars model to adapt and use with stakeholders for content decision making

• An 8-step campaign structure framework to adapt and use for campaign project planning and delivery

• An understanding of the power of a campaign approach to maximizing content impact

Bio

Tony Sheridan is the Senior Digital Campaigns Manager at KAUST, one of the top-ranked research universities in the world. Since joining in April 2021 he has brought their campaigns to new heights, working with high-profile, truly global brand partners such as McLaren Formula 1 racing team, Times Higher Education, AAAS/Science, National Geographic, and more. Tony has worked in branding, marketing, and communications for over a decade, primarily within the Higher Education sector. A former Director of Marketing and Communications for Limerick Mental Health Association, he also has consulted extensively across the non-profit, community, and charity sectors helping organizations set ambitious goals, develop effective strategies, and deliver results.

Tony’s campaigns at KAUST have been recognized with multiple international awards.