In previous posts we’ve covered how to get started in Growth Panel for a few different business needs:
Today I’ll show you how to start adding your own marketing files and assets so you can use Growth Panel as your single marketing platform.
Upload Your Own Files & Assets
When you upload your existing files to Growth Panel, you provide a centralized repository where your entire team can easily access all your assets. This may take some time, depending on how your files are currently organized, but once you’ve arranged your Growth Panel Library, it will serve as a huge time saver.
What types of files should you load?
- Past work product referenced in new projects
- Articles, pdfs and how-to documents
- Marketing plans, past campaign plans & campaign projections
- Results from past campaigns
- ROI calculations
- Proposals from vendors
- Strategy documents
- Campaign creative assets
- Corporate identity files
- Past creative briefs
- Sales tools, marketing collateral and presentations
- Revenue projections
Upload your files to the File Cabinet, and tag each one so you and your team can view them there or in the Library>Our Files panel.
Start by creating a sub-folder structure in the File Cabinet. You can organize your subfolders as you see fit, but the simplest solution is to create one subfolder called Initial Uploads. Since you can tag your files for access from the Library, you’ll be able to also view them there from the Our Files panel within your tagged subject.
Decide whether this folder (and all the documents in it) should be accessible to your team, or just to you. If the entire team will need access, create the subfolder in Team Documents.
Now it’s time to organize the files on your hard drive or network so you can use bulk file tagging to make uploading easier. I recommend creating a Growth Panel folder on your local drive/network and creating 29 sub-folders-one for each business subject. This allows you to upload 5 files at a time for a single tag. Open the Library to see a list of subjects. A few examples are:
- Competitive Positioning
- Brand Strategy
- Distribution Channels
- Other subjects
Next, organize your files into the folders on your local drive. When you’re ready, click Upload a File in the File Cabinet. From here you can upload five files at a time tagged for the same subject. Select the folder type, the sub-folder and the tag that corresponds to the designated sub-folder.
When uploading is complete, you can view the files in the Library by the subject you’ve chosen with your tag.
Add Your Own Intelligence to the Library Base Exercises
Step 2 is to update and customize the base Library exercises with your own intelligence and processes. For example, let’s say you want to add some custom steps to Exercise 24 - Define Your Brand Strategy - and set it as a default exercise.
The exercise in its current state focuses on shaping your brand strategy around your value proposition, your most powerful emotional benefits, your three brand means, your brand personality traits and your brand promise. But there are other approaches to branding. For example, if you prefer to use a custom brand strategy that’s focused around your dominant selling idea and your customer personas, no problem; simply add it to this exercise.
To accomplish this, open exercise Exercise 24, save it locally in your Growth Panel folder on your network or desktop, and add your custom brand strategy process to the exercise Word document. When you’re done, save it, and open your File Cabinet. Create a subfolder in your Team Documents called Updated Exercises.
Upload your file here, and then go to the Library, to the original Exercise 24 in the Brand Strategy subject area. Select the Attach Custom File option on the right. This will open a window where you can select your updated file and set it as the default exercise.
Once you’ve customized exercises and set them as new defaults, it’s a good idea to change the exercise descriptions in the Library using the Edit option. This way you can ensure the document names and descriptions match your new exercises.
Create Standard Plans for Your Common Marketing Projects
Step 3 is to create a set of custom plans in the Plan Creator for your most common marketing activities. If you’re a consultant, you may want to create a handful of custom plans that cover your core offerings. This will make it easier to create new proposals and project plans-you simply copy and modify them, rather than creating new ones from scratch.
If you’re a marketing director, you may want to create a few standard plans for your most repetitive tasks. Examples could be:
- Designing a new campaign
- Measuring campaign results
- Updating your website
- Hiring a new team member
Here’s a video that walks you through creating a plan from scratch. After you’ve created your plan and saved it, copy the plan and save it under a new name. After saving the new plan, you might want to open it and add a client’s name and any language specific to that client’s project, but 90-95% of the work will already be done.
And here’s a quick and valuable tip: An all-encompassing initial business challenge that will enable you to access any subject in the Library (delivering 57 sub-options) is the first option in option 5 - Learning:
I want to learn about a specific subject I’ve never done
In the next post I’ll show you how to train your team on a task using Library exercises and the Projects section.