Scenario:

A large organisation’s marketing team predominantly relies on outsourcing their creative work to agencies and freelancers. This approach is costly and involves significant expenses not only for the advertisement but also for managing external partners. The traditional team structure is heavily layered with management and administrative responsibilities, leaving the creative team focused on routine, predictable tasks. The organisation plans to launch a new campaign that includes digital displays, online banners and a TV ad. To reduce costs and improve efficiency, they need to find a way to generate high-quality content in-house without depending solely on expensive external resources.

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Objective:

To cut costs associated with outsourcing and improve the efficiency of the creative process, the objective is to train the marketing team to use AI tools for content creation. By integrating tools like ChatGPT, Midjourney, and Runway, the goal is to enable the team to generate their own ideas, streamline feedback processes, and enhance collaboration, ultimately reducing their reliance on external agencies and saving time and money.

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Assessment:

The challenges faced by the organization are attributed to the following factors:

• High outsourcing costs: Significant expenditures are incurred from outsourcing creative work to agencies and freelancers, impacting the marketing budget

• Administrative overload: The traditional team structure involves multiple layers of management with administrative duties, leaving the creative team with limited capacity for innovation and idea generation

• Routine tasks: The in-house creative team primarily handles general, predictable tasks that follow traditional processes, limiting their ability to develop original and dynamic content

• Inefficient feedback processes: Working with external agencies involves lengthy feedback and approval cycles, slowing down the overall content creation process

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​Solution:

1. AI integration workshops: Conduct workshops showcasing how AI tools can streamline content creation. Demonstrate their capabilities through hands-on sessions, allowing the team to experience their impact firsthand.

• Example tool: ChatGPT – Use ChatGPT for copywriting, enabling the team to generate engaging and tailored text for

  various campaign elements

• Additional tool: Midjourney – Employ Midjourney to create customised images that align with the campaign’s brand identity and visual requirements

• Additional tool: Runway – Utilize Runway for motion design, enhancing video content with dynamic visual element

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2. Learn to create effective prompts: Offer training in prompt engineering, teaching the team how to craft precise prompts for ChatGPT, Midjourney, and Runway. This training will empower them to generate high-quality content independently.

• Hands-on practice: Facilitate practice sessions where team members create and refine their own prompts using the AI tools, helping them understand how to leverage these technologies for content creation

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3. In-house content creation: Implement AI tools to enable the team to generate ideas, copy, images, and motion design in-house, reducing the need for external agencies.

    •  Creative workshops: Host workshops focused on brainstorming and ideation using AI tools to develop campaign concepts

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4. Streamlined feedback processes and team collaboration: Integrate AI tools into team workflows to improve communication and collaboration, ensuring that feedback is implemented swiftly and effectively.

​    •  Utilise AI tools to create and iterate on content quickly, making feedback processes more efficient and collaborative

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5. Reduce outsourcing costs: By generating content in-house using AI tools, the organization significantly reduces expenses related to external agencies and freelancers.

​​    •  Faster Turnaround Times: The use of AI tools speeds up creative processes, allowing for quicker campaign launches

 

Results:

After implementing the solutions, the organization experiences notable improvements:

• Cost reduction: Significant savings are achieved by reducing reliance on external agencies and freelancers, with AI tools handling much of the content creation

• Enhanced creativity: The marketing team generates innovative ideas and high-quality content in-house, leading to more original and engaging campaigns

• Improved efficiency: Streamlined feedback processes and enhanced collaboration with AI tools lead to faster turnaround times and more effective content production

• Inspiring collaboration: The team effectively integrates ChatGPT, Midjourney, and Runway into their workflows, demonstrating the value of AI in reducing outsourcing needs and enhancing in-house capabilities

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Conclusion:​

By training the marketing team to use ChatGPT for copywriting, Midjourney for image creation, and Runway for motion design, the organisation successfully reduces its dependence on costly external resources. This shift leads to significant cost savings, improved creativity, and greater efficiency in producing dynamic and original campaign content.

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