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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

Define

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

Develop
Content

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

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

Deliver

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