Project

AAT Video Strategy

Video strategy from the ground up

AAT Video Strategy

Overview

The Association of Accounting Technicians (AAT) is the world’s leading professional body for accounting technicians. They currently have over 140,000 members in more than ninety countries.

AAT recognised that video content was being created across the business with a lack of consistency and little focus on ROI.  The business needed a joined up approach to content, with a clear approach to planning, creation, distribution and measurement.

Approach

Our brief was firstly one of discovery and through stakeholder workshops we identified a number of challenges whilst gaining a wider understanding of varied audience needs in this market. Following this discovery phase we worked closely with the team over a twelve month period to develop a number of activities, all focused on driving collaboration between teams in-house, and results driven video content.

  • Development of a full content strategy
  • Content mapping to audience personas and website user journeys
  • Development of video brand assets, video guidelines and animation style guides
  • Content commissioning criteria and briefing documentation
  • In-house training for basic filming and editing
  • Implementation of a monthly video working group that regularly reviews content performance and strategy.
 

Outcomes

AAT now has a collaborative approach to content creation, with key stakeholders meeting on a monthly basis to discuss projects, future plans and the repurposing of content.