Let’s talk about CREATIVE ROADMAPS… finally

Creative strategists lock the fuck in, we are finally talking about roadmaps. If you're not planning your creatives in advance, you don't have a real strategy, and you're pretty much just reducing yourself to a marketing coordinator because you're reacting to data week to week, which is why creative roadmapping is so fucking important. So my roadmaps always have these four things, a creator tab to list all the creators we wanna work with, an icebox, so if we come up with fun ideas throughout the week, we can go ahead and put them in there and decide if we actually wanna execute on them, and then we have the quarterly planning as well as the actual roadmap. Inside quarterly planning, you can see that we have the months at the top, and then on this left-hand side, these dates stand for the beginning of the week, so these could be like week one and week two. And you can see that for every week, there is space for you to plan for two events. I personally wouldn't try to plan for three or more big events every single week, it just gets to operationally complex, that's why I like to leave it at two. Now things that I like to plan for at a high level are going to be events and holidays, different personas, this is actually something I got from my friend, Joanna Wallis, she's an amazing creative strategist, as well as different product launches, but you are also going to see here that I'm making room for iterations in business as usual. Now sometimes if a brand has many skews, we're also gonna be planning out the different products that we wanna be making content for a week to week, which then is going to bring us into our actual creative roadmap. Now my team actually likes to do these for every single month, so we'll duplicate a sheet right here for March, April, May, whatever, so that we can really just see, hey, these are all the creatives that we're gonna be making for this month. And these are really locked in to what we're gonna be doing for production. And because you've already done your quarterly planning, you're going to be able to put in those big swings or big events that you know that you need to make content for, so that you can concentrate the rest of your time by actually putting in things into the roadmap that you know are gonna be evergreen killers. From a high level, your quarterly planning is going to let you know the distribution of your creatives that you're gonna be making for these big events. And your creative roadmap is gonna show you the actual creative concepts that you are going to be making week to week.