Content Planning
Throughout the year, I lead content planning meetings and stakeholder reviews to populate festival.sundance.org with copy and images in support of our marketing goals.
For 2024, after gathering a year of click data and insights, we aimed to simplify our homepage and streamline the user experience. To focus our efforts and align our work with the Institute’s goals, I outlined three main pillars to guide the direction of our content and measure our planning against.
Drive
Revenue
Supporting the Institute’s mission-driven work and contributing to our sustainable future.
Artist-Centered Discovery
Drive the Institute’s mission of championing independent storytelling and connecting artists with new audiences.
Engage & Inform Audiences
Aim to welcome, excite, and empower audiences to participate in the Festival.
Planning Kickoff
To record our plans and provide a visual reference for review, I create and maintain a programming slide deck outlining all homepage content tiles and planned updates throughout the year.
Scheduling
I manage the schedule for updating the homepage and ticketing pages to promote key moments such as sales dates and program announcements as well as ensuring the information on the site is accurate and up-to-date.
Copy & Design
For updates, I write copy and select images weekly, circulating edits with editorial for proofreading, and gathering feedback and final approvals from marketing stakeholders.
Analyzing Data
Throughout the season, I track clicks and analyze weekly homepage performance to inform planning and adjust content to continuously improve engagement on our site.
Credits: Happening Studio, Sundance Institute
