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Integrated editorial planning at the University of Georgia
This paper provides a case study of how the University of Georgia Marketing & Communications office fine-tuned its processes and tools to integrate editorial and content calendars to expand the reach of content with key audiences to increase awareness. This process brought together teams from media communications and strategic marketing with a focus on the university’s messaging strategy and included a revision of workflows for asset creation and channel distribution planning and the implementation of Asana, a team collaboration and work management application. The results of the integration of efforts led to increased reach and increased team efficiency.
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Jan Gleason has served as the executive director of strategic marketing at the University of Georgia since 2015 where she provides vision and direction for marketing communications programmes to elevate brand awareness and reputation among key external audiences. She leads teams of brand strategists and writers; a creative team of visual designers, photographers, and videographers; and the digital team of web and social media professionals. At Emory University from 1985 to 2015, she held a number of roles, including internal communications director, chief media relations officer and assistant vice president of University Marketing. She led the adoption of digital marketing tools, from the first university website, html e-mail campaigns, mobile apps and social media accounts. She has been a leader in professional organisations, including the Public Relations Society of America Counselors to Higher Education section, the Association of American Universities Public Affairs Network Conference Committee, and the CASE District III and Georgia Educational Advancement Council board of directors.
Greg Trevor has served as the executive director of media communications at the University of Georgia since 2016. He is the university’s official spokesperson and is responsible for overseeing media outreach, issues management and crisis communications. He also leads staff responsible for internal communications and open records. From 2004 to 2016, Greg was senior director of news and media communications at Rutgers, The State University of New Jersey. Before that, he served as a senior information officer at the Port Authority of New York and New Jersey and was a newspaper reporter in Virginia, North Carolina and New Jersey. A survivor of the 11th September, 2001, attacks on the World Trade Center, Greg has spoken extensively about crisis communications and emergency response.