Creative Process
Every AHG piece moves through the same basic stages before it reaches an audience: writing, editing, design (with template or team assistance), and, for bigger efforts, a coordinated campaign. This page walks through each stage, and shows where MarCom needs to be looped in versus where you can move forward on your own with existing templates.
Writing
You know your project and subject matter best. Collecting your thoughts into a well-planned outline or just a rough "starter dough" attempt at the content gets the ball rolling far faster than waiting for a finished draft. MarCom can shape, tighten, and polish what you bring; we can't invent the substance only you know.
A good starting outline includes:
- Who the audience is (see Key Audiences on the Brand Platform page)
- The purpose or goal: what should happen after someone reads or sees it
- The one or two key messages that must come through, even if everything else is cut
- Any dates, names/titles, or logistics that need to be exactly right
- The call to action: what you want the reader to do next
Editing
Submit your content via the Content Editing Request form to have the Content Marketing Specialist confirm it for readability and brand accuracy.
Whenever possible, batch or group reviews that relate to the same project into a single request rather than sending pieces one at a time (it keeps the review consistent and cuts down on back-and-forth!).
Have a video project instead? Submit it through the Video Project Review form so it can be checked the same way.
Design
Not everything needs a custom design, some pieces just need templated treatment. Check your project against the list below to find out which path it's on:
Route through MarCom if your project is ANY of these:
- For an external, non-member audience (prospective families, press, the public)
- Going to be professionally printed, in any quantity
- Going to be sold in the AHGstore
Even one "yes" here means MarCom, regardless of how the other questions answer.
If NONE of those apply, you can self-serve:
- Use digital templates for campaign elements including dedicated email headers, QuickTakes, or AHGfamily announcements.
- Use presentation templates for slide decks (staff meetings, board meetings, volunteer meetings, presentations via video call with prospective members)
- Use print templates for resources like one-sheets, flyers, and downloadable resources for AHGfamily.
- Use stationery templates for pieces like letters requiring official letterhead, business cards, etc.
Campaign Process
Request a meeting with the Content Marketing Manager to identify where your project ought to be communicated and how (which channels, timing, and audiences make sense for it).
If applicable, also submit a social media request form so the project can be scheduled into the content calendar.