We went with each deliverable as a project route, that then ties to a larger program (aka campaign), which is what we had been doing before we got Workfront and just continued on with the same process. We found this to be the best for us, as each deliverable typically has a different due date, and each deliverable has its own workflow. (For example, the creation of a Blog Post is different than the creation of an Email, a PowerPoint, an Infographic, etc.) And, each project is set up using the corresponding templates that we created for each deliverable type.
So, for us, a Program looks something like this…
Program Name: ABC Product Launch
And under this, we would have all of the deliverables associated to the ABC Product Launch…
ABC Blog Post
ABC Infographic
ABC Poster
ABC Flyer
ABC PowerPoint
ABC eBrochure
ABC Email
Terry Hynd EBSCO Information Services