Helping Service Members Through Great Design: How Fort Gordon Designs Integrated Content Experiences
“The ‘content’ in your content marketing strategy does not just include the words, it’s the entire experience. That means you cannot separate one from the other. If the design is not engaging or does not grab attention, the words may never be read.” – Joe Pulizzi, Content Marketing Institute
For military families, life can be stressful amidst deployments, relocations and other challenges. For the communications team at the U.S. Army Family and Morale, Welfare, and Recreation (MWR) group at Fort Gordon, it’s their job to help service members and their families learn about resources that can help navigate military life. Their team needed to find the right tools to design an integrated, personalized communications experience that would resonate with their audience.
Using Creative Cloud to expand communications options
The MWR team uses a variety of different channels to raise awareness and participation. These include the fortgordon.com website, which includes a comprehensive list of programs and a constantly updated events calendar. The creative team also produces flyers, posters, banners, an online magazine and weekly highlights videos that are displayed on screens throughout the facilities. Offering information in a variety of formats – from digital lists to mobile apps – is an essential part of the content experience that today’s users demand.
The Fort Gordon MWR creative team uses Adobe Creative Cloud for all their design needs. “I work in the world’s best creative playground for producing compelling materials,” says Nathan Hoeller, Webmaster and Creative Director for Fort Gordon.
Hoeller and the Fort Gordon team have experimented with a wide variety tools to take their design to the next level. While design alone doesn’t hold an audience’s attention, it’s a critical part of the process. Soldiers and their families need content that’s visually appealing, easy to understand and personalized to their needs.
Improving design and expanding creative potential
Adobe Creative Cloud powers all the MWR’s marketing and design initiatives across channels and formats. From Adobe Photoshop CC for print design to Adobe Dreamweaver CC for web development, the tools are used on a daily basis. However, Hoeller has gone beyond these basic channels and pushed the creative boundaries enabled by software, experimenting with high-end techniques like shooting content against a green screen to create more engaging videos.
Hoeller is also using services that come with Adobe Creative Cloud. He recently redesigned and re-launched the Army Family Teambuilding (AFTB) app and used Adobe PhoneGap Build to compile the app for different mobile platforms. Family members can download the app and keep it on mobile devices as a quick reference for all things Army. Since its launch, downloads have increased significantly. Adapting their strategy for mobile users has helped the MWR team to communicate more effectively.
Even the U.S. Army benefits from personalizing their content, delivering experiences that work on multiple mobile devices, and using design strategies to develop engaging content experiences. How can your brand benefit?