BUILD THE BRAND
Who are our audience?
How will we win a share-of-mind?
What is our brand all about?
What space in our market can we own?
What is our purpose?
DESIGN & COMMUNICATION
What are our objectives?
Are there guidelines or existing assets?
Tone & style
Channels
PRACTICALITIES
Stakeholders, Budget, Timeline/schedule, Payment terms
DRAFT BRIEF
Submit for sign off
REFINE THE BRIEF
Positioning
Value proposition
Developing the story
Winning a share-of-mind
Communication strategy
Tactical plan
Media plan
RESEARCH
Competitors, target audience, auditing current communications
MEASURES OF SUCCESS
Quantitative and/or qualitative
Fulfilment of objectives or return on investment
DEVELOP IDEAS
Scamps or moodboards
Identify campaign direction
Top line messages derived from brand platform
WRITTEN DRAFT 1
Outline and scope of content as a page plan or outline
Source all required information and references
Write first draft
Submit for discussion
WRITTEN DRAFT 2
Further to discussion write first full draft
Identifying any remaining missing content information or references
Submit for comment
WRITTEN DRAFT 3
Edit and add any missing content
Submit for sign off
TEST
Market test messaging
DESIGN STAGE 1
Using headings and sample of content develop three routes using direction established
Submit for discussion
Choose one route
Identify and source any third party suppliers including developers, illustrators, photographers
CREATE ASSETS
Confirm supplier brief and commission any third party suppliers including developers, illustrators, photographers
Submit for sign off
DESIGN STAGE 2
Collate all comments and then use assets to develop one route
LAYOUT
Layout all content for relevant media, print, digital and screen
Submit for sign off
TEST
Market test design
BUILD/ARTWORK/EDIT
Finalise making full use of chosen media. Walk client through final artwork , website, campaign, edit or programme
Collate all final comments
AMENDS & QUALITY CHECK
Final amends
Test and review
Submit for sign off
PRINT/DISTRIBUTE/UPLOAD
Check schedules and agree dates
MEASURE OUTCOMES
Agree key dates to measure outcomes