Transforming Marketing Operations at
Abilene Christian University

Abilene Christian University’s Division of Marketing & Strategic Communications (DMSC) faced challenges typical to higher education marketing teams: managing increasing demands without clear systems, tools, or processes. These challenges strained team resources and made it difficult to demonstrate their strategic value to the university.

Collage of stressed university marketing professionals dealing with disorganized workflows, inefficiencies, and lack of clear processes, representing operational challenges and frustration.

Challenges Identified

Inefficient Project Management Systems:

The division lacked a centralized, comprehensive project management platform. Tools like Smartsheet were in place but failed to fully support collaboration, transparency, or efficient task management.

Inconsistent Project Intake and Workflow Processes:

Projects were initiated through multiple channels—email, meetings, and informal conversations—leading to delays and miscommunications.

Limited Cross-Team Collaboration:

Teams operated in silos, with unclear roles and responsibilities and inconsistent communication about project timelines and priorities.

Overburdened Team Resources:

High project volumes and manual processes left staff feeling overwhelmed and without adequate time for strategic initiatives.

Collage of diverse university marketing teams collaborating in meetings, brainstorming sessions, and strategy discussions, symbolizing workflow optimization and teamwork.

Our Solution

All Things Content LLC conducted a two-phase engagement to address these challenges:

Phase 1: Operations Audit

 

We conducted a comprehensive audit of the division’s operations, including interviews with leadership and team members, process mapping, and evaluating tools and workflows. Key findings included:

  • The need for a centralized project management platform to replace disparate tools.
  • The absence of standardized workflows for managing tier-1 projects and event photography requests.
  • A need for structured intake forms to streamline project initiation and communication.

Recommendations Delivered:

  • Hive Project Management Platform: Hive was recommended and implemented due to its robust features for collaboration, project tracking, and intake automation.
  • Standardized Intake Processes: We designed and launched new project intake forms tailored for key request types, such as graphic design and photography, ensuring consistent and actionable submissions.
  • Workflow Templates: Custom templates were created for cyclical projects, tier-1 initiatives, and creative production workflows.

Phase 2: Implementation Service

 

Building on the audit findings, we partnered with the DMSC to implement the recommended tools and workflows:

  1. Hive Adoption:
    • Custom forms in Hive streamlined project intake, automatically converting submissions into actionable tasks.
    • Templates and Gantt charts enhanced visibility and accountability for complex, multi-step projects.
  2. Training and Support:
    • We provided hands-on training for staff to adopt Hive features like proofing/approvals, Kanban views, and analytics dashboards.
    • Campus partners received training on using the new intake processes.
  3. Continuous Optimization:
    • Monthly reviews of workflow performance allowed us to refine processes and address roadblocks.
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Results

  • Enhanced Efficiency:
      • The centralized project intake forms and standardized workflows reduced the time spent clarifying requests and prioritizing tasks, enabling faster turnaround for high-priority projects.
      • Hive’s automation features streamlined recurring workflows, allowing team members to focus on strategic tasks rather than manual coordination.
  • Improved Collaboration:
      • Cross-team visibility through Hive ensured all members were aligned on project goals and deadlines, reducing miscommunication and project delays.
      • Structured agendas for meetings, combined with Hive’s task tracking, cut down on unnecessary meeting time and improved productivity.
  • Boosted Strategic Capacity:
    • Leadership gained actionable insights through Hive’s analytics, empowering them to make data-driven decisions.
    • Teams reported improved clarity in roles and processes, leading to higher morale and confidence in managing workloads.

Why This Matters for Higher Ed Marketing Teams

The ACU case study underscores the transformative impact of investing in an operations audit and workflow implementation:

  • Unlock Your Team’s Potential: Streamline processes to free up resources for strategic growth.
  • Drive Measurable Results: Use data and tools to optimize project management and communication.
  • Demonstrate Your Value: Position your division as a strategic partner with tangible contributions to university goals.

Get Started

If your team struggles with inefficiencies, we’re here to help. Contact us today to learn how our operations audit and implementation services can empower your team to excel.

Case Study: Transforming Marketing Operations at Abilene Christian University
ATC university marketing operations case studies