Before anything else, name this project and answer a few quick questions. This information will appear throughout the playbook to keep you grounded in the goal.
📋 Your Project Info
Project Name
Client / Organization
Project Type
Final Delivery Deadline
Your Role on This Project
💡
Add this to your Task Board. Open the Task Board (button in the lower-left sidebar) and add your first tasks now: "Schedule strategy meeting with client" and "Review this playbook through Phase 1." Use it throughout the semester to track progress. This board is your project-specific tracker for this playbook.
◆ Phase 1 · Strategy & Planning
Client Discovery
Talk to the client and collect their goals, audience insights, and expectations. Use this discovery to shape the content strategy.
⚠️
Don't skip the prep. Review these questions before your discovery meeting. Arriving prepared signals professionalism; arriving unprepared signals the opposite.
🔍 Questions to Ask Every Client
What is the purpose of this campaign — inform, inspire, promote, recruit, or build awareness?
Who is the audience? Age, context, platform habits, and what do they already know?
Where will the content live? Instagram, TikTok, Facebook, email, website, event screen, or another platform?
What is the hard deadline for launch? Are there earlier review or approval dates?
Can you share examples of content you like? What specifically makes those examples work?
Who are the decision-makers and approvers? Who signs off on the final deliverable?
What brand guidelines, tone, colors, imagery, or music rules must we follow or avoid?
What does success look like for this project? How will we know it worked?
📣 Additional Questions for Social Campaigns
If this project is for social media, also ask:
What content formats are needed — posts, stories, reels, short videos, or graphics?
Do we need captions, hashtags, campaign copy, or ad creative?
Will this be organic only, or are paid promotions part of the plan?
Who will monitor comments, respond to messages, and engage the audience?
Are there legal or permissions issues for talent, locations, music, or logos?
📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S4: Technical Skills
✓ Artifact saved
◆ Phase 1 · Strategy & Planning
Creative Brief
The creative brief is a living document that captures what you and the client agreed on. Build it together, share it with the client, and use it to resolve disagreements later.
📄
Create your brief in Google Docs. Copy the fields below, fill them in, and share the doc with your client and instructor before moving on.
📋 Creative Brief Template
Your brief should cover all of these. No blank fields — if you don't have the answer, that's a question for your next client touchpoint.
Project Name
Client / Organization
Project Lead(s)
Final Deadline
Approval Contact
Purpose of the Campaign
Target Audience
Key Messages (3 max)
Tone / Feeling
Approximate Length / Format
Where it will live
Music — yes/no/licensed
Captions needed?
Brand guidelines / logos
Anything to avoid
Number of revisions included
🤝
Tone vocabulary to share with your client. When you ask "what tone should this feel?" most clients don't know how to answer. Try: Inspiring, Warm, Professional, Energetic, Cinematic, Playful, Emotional, Informative. Ask them to pick 2–3.
📎 Capture an Artifact · Maps to S1: Client Relationships
✓ Artifact saved
◆ Phase 1 · Strategy & Planning
Checkpoint: Strategy Review
Before diving into audience research, review your initial strategy with Maria & Kayt. This ensures your social media approach aligns with DCS standards and client goals.
👩💼
Maria & Kayt
Social Media Mentors · Content Strategy & Brand Alignment
🤔 Questions to Ask Maria & Kayt Before Starting
Is this approach consistent with our DCS social media quality expectations, brand voice, and platform strategy?
What platforms should we prioritize for this audience?
Are there existing brand guidelines or past campaigns to reference?
What are the key performance indicators for success?
◆ Phase 1 · Strategy & Planning
Audience Research
Understand who you're talking to. Research your audience demographics, interests, and online behavior to create content that resonates.
🔍 Audience Analysis Checklist
📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S4: Technical Skills
✓ Artifact saved
◆ Phase 1 · Strategy & Planning
Content Calendar
Plan your content in advance. Create a calendar that outlines what you'll post, when, and on which platforms.
📅 Content Calendar Checklist
📎 Capture Your Final Artifact · Maps to S4: Technical & Digital Skills · S5: Professional Skills
✓ Artifact saved
◆ Phase 1 · Strategy & Planning
Checkpoint: Content Plan
Before starting content creation, review your audience research and calendar with Maria & Kayt. Ensure your plan is solid and aligned.
👩💼
Maria & Kayt
Social Media Mentors · Content Strategy & Brand Alignment
🧭 Review Guidance
Have we confirmed the campaign goal, target audience, and messaging?
Is the content calendar aligned with client events, deadlines, and promotion windows?
Are platform priorities and post formats clearly defined?
Does the team have the assets and production plan needed to hit the schedule?
Are roles, approvals, and communication expectations agreed for Phase 2?
◆ Phase 2 · Content Creation
Checkpoint: Content Kickoff
Start content creation with a quick check-in. Confirm your tools, resources, and creative direction.
👩💼
Maria & Kayt
Social Media Mentors · Content Strategy & Brand Alignment
🧭 What to check in about
Is the creative direction aligned with the approved audience profile and campaign goals?
Which platforms and content formats are we prioritizing first?
Do we have the visuals, copy, captions, hashtags, and brand voice ready?
Who owns each step: content creation, review, editing, posting, and analytics?
What metrics or quality standards will we use to decide if content is ready?
◆ Phase 2 · Content Creation
Content Creation
Create engaging content according to your calendar. Focus on quality, consistency, and audience value.
🎨 Content Creation Checklist
◆ Phase 2 · Content Creation
Checkpoint: Content Review
Before publishing, review your content with Maria & Kayt. Ensure it meets quality standards and strategic goals.
👩💼
Maria & Kayt
Social Media Mentors · Content Strategy & Brand Alignment
🧭 Review Guidance
Does each post match the approved audience, tone, and campaign message?
Are captions clear, on-brand, and ready for the chosen platform?
Do images, video clips, and text follow the brand style and quality standards?
Are platform-specific requirements met (length, aspect ratio, caption format)?
Is the publishing and engagement plan confirmed, including who posts, who monitors, and who responds?
◆ Phase 3 · Publishing & Engagement
Publishing
Launch your content according to the calendar. Monitor initial performance and engagement.
🚀 Publishing Checklist
◆ Phase 3 · Publishing & Engagement
Engagement
Interact with your audience. Respond to comments, build community, and foster relationships.
💬 Engagement Checklist
◆ Phase 3 · Publishing & Engagement
Checkpoint: Performance Review
Review campaign performance with Maria & Kayt. Analyze metrics and plan for future improvements.
👩💼
Maria & Kayt
Social Media Mentors · Content Strategy & Brand Alignment
🧭 Review Guidance
Which metrics show the campaign met its objectives, and which need improvement?
Did the content perform best on the expected platforms?
What lessons should be written into the next social media brief?
Were there any unexpected audience responses or opportunities?
Is the post-campaign follow-up plan ready for the next phase?
◆ Phase 3 · Publishing & Engagement
Client Review
Present your social media campaign results to the client. Gather feedback and document lessons learned.
👀 Client Review Checklist
📎 Capture Your Final Artifact · Maps to S1: Client Relationships · S5: Professional Skills