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Multimedia content production program

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Multimedia content production program

Google
2019 – 2022

Multimedia content production program

Client: Google

Project date: 2019-2022
Industry: Technology
Services provided: Content strategy and curation, art direction, project management, video production, automation implementation, program creation, team leadership

Project overview

For three years, I led the development and delivery of a multimedia production program for Google Ads’ scaled support surfaces.

I leveraging strategic frameworks, multimedia assets, including brand-tailored guidelines, were created to enhance the user experience within platforms like the Google Ads Help Center. This data-driven content empowered users with the knowledge to independently resolve issues and optimize their Google Ads experience, resulting in a significant reduction in high-touch support.

Program accomplishments

  1. Establishment of a multimedia content production program
    • Developed and implemented a multimedia production program to enhance user experience and support Google Ads users in understanding and utilizing the product.
    • Project Objective: Create and deliver high-quality multimedia assets, including brand-tailored brand guidelines, to improve user comprehension and reduce reliance on high-touch support.
  2. Program launch and management
    • Program and operation management:
      • Lead projects and direction of internal production teams, vendors, and external agencies
      • Content output: 155 CUJs supported, 5100+ graphics, 121 videos, robust content strategy and operations documents.
  3. Optimizing and scaling of multimedia content production program
    • Optimized and scaled the multimedia production program to meet exponential demand while ensuring alignment with strategic goals and maximizing user value.
    • Project Objective: Streamline workflows, improve efficiency, enhance transparency, and implement robust reporting mechanisms to track progress, measure ROI, and make informed decisions that optimized OPEX investment and better served user needs.

Challenge

Establishment of Multimedia Production Program

The Google Ads content team, and their leadership, recognized the opportunity to enhance user comprehension and self-resolution rates by leveraging the power of visual communication. Research indicates that visuals are processed significantly faster than text, suggesting that incorporating multimedia content into our external support content could improve the effectiveness of our communication.

Optimization and Scaling of Multimedia Production Program

The multimedia production program faced the challenge of scaling rapidly and effectively to meet exponential demand while optimizing processes, expanding the team, and ensuring alignment with strategic goals. We also needed to implement robust reporting mechanisms to enable data-driven decision making and maximize user value.

Task

Develop a multimedia strategy that focused on informing, simplifying, and delighting users. This involved ensuring that multimedia content enhanced comprehension, complemented text, and created a positive and engaging user experience, all while adhering to brand guidelines and considering the context of content placement.

Multimedia Production Program creation

Action

Created a net-new multimedia production program who’s goals were to to drive improved user experiences and business outcomes in scaled support by focusing on four key areas:

  • Establishing & standardizing production practices: Carefully assessed the need and priority of multimedia content requests, evaluated production opportunities and efficiencies, and mingling new processes into existing content team operations.
  • Maintaining operational excellence: Continuously reviewed and improved our end-to-end process and relationship management of vendors and the extended workforce.
  • Providing content guidelines and strategic plans: Developed a repeatable production processes and prepared evolving strategy for dynamic content deployment across content team priorities.
  • Driving key business metrics: Actively contributed to reducing support cases through improved user experiences and outcomes.

Results

I effectively managed a diverse team and oversaw the creation of a substantial volume of high-quality multimedia content.

  • Team management: Successfully led a diverse vendor team comprising of video producers, designers, both internally and externally.
  • Content creation: Oversaw the production of 155 CUJs, 5100+ graphics, and 121 videos, demonstrating a high level of productivity and quality.
  • Cross-team collaboration: Provided valuable consultation to multiple Google multimedia teams on art direction, operations, and strategy, fostering collaboration and knowledge-sharing.

Optimization & Scaling of the Multimedia Program

Action

Taking proactive steps to meet growing demand, I lead program improvements to scale and improve processes by:

  • Lead the development of six new production tools, including an improved project tracker, automated request documentation, and optimized intake form, to accommodate rapid request growth and prioritize work streams effectively.
  • Consulted on the build of a new multimedia production dashboard to align data with core content health dashboards, enabling data-driven insights.
  • Established precedents in production capacity by firmly establishing multimedia work drivers and formalizing production output, ensuring clarity and efficiency.
  • Onboarded the agency and internal vendors onto our request system component, providing training and consultation to deploy seamless change management.
  • Developed the internal operations center production model, streamlining operations, increasing efficiency, and supporting key production needs.

Results

Established key program elements and processes to ensure quality, efficiency, and accessibility in multimedia production.

  • Process development: Created and implemented essential processes, including pre/post quality assessment checklists, video scripting, localization requests, and pre-publishing responsibilities, fostering consistency and quality control.
  • Accessibility focus: Incorporated accessibility content requirements into pre-publishing responsibilities, ensuring inclusivity and compliance.
  • Strategic planning: Developed processes for scoping multimedia for product issues and launch readiness, facilitating proactive planning and support.
  • Knowledge sharing and thought leader: Developed and conducted core multimedia training sessions (scoping and automation) and provided guidance on other essential training, promoting skill development and knowledge transfer within the team.
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