营销创业课件 Creative Focus Checklist2008

大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556CreativeConceptChecklistInteractiveCreativeTeamtoProducerThischecklistisusedtohelpCreativesstayfocusedonthemarketingconcepttheymustapplytotheproject.Wedon’twanttocreativevisualsorcopythatisnotrelevanttotheClient’sneeds.AccountManager:InteractiveManagementTeam:Client:ClientProposedDeadline:Fromtheproducer,getallmediavisualssuchasprintads,TVC,radiocommercials,brochuresListwhatvisualandemotionalelementsoftheirbrandappearinthisexistingmediaPrioritizethelistofelements(around5ifpossible,shouldn’tbemorethanthis)Analyzethetopprioritiesfortheirinteractivepotential(graphicsthatcouldbeanimated,soundsfromtheTVCthatcouldbeusedasbuttonclicksorbackgroundsounds)Fromtheproducer,getthelistoftoplevelsectionstheywouldliketohave(thisbasicallydefinesthefundamentalscopeofyournavigation;andmostoftenhelpstodefinetheinitialsitestructure)Writedownaguideofthesitefromtheuser’spointofview,trackthesamestepsthatauserwouldtake,besureandmakeyourguideasefficientaspossibleWriteuptheInteractiveCreativeConceptwhichincludes(seenextpage):TheinitialsitemapbasedontheoriginalfunctionalitybriefThepath(s)thatusersmostoftenwillengageinThefundamentallookandfeelbasedonthevisualsprovidedandvisualstobeaddedThefundamentalinteractivity(wheretoclick,howtoclick,wheredoyougoafteryouclick)DeliverCreativeConcepttoProducerProducerwillseekapprovalfromClient,afterapprovalmovetothenextstepbelowPreparegivenmaterialsforinitialproduction(scan,record,editcontent)Createinitialvisualsinwebpage(orcolorprint)formatbasedonalltheinformationaboveDeliverinitialvisualstoProducerInstructionsfromClientforVisuals(whataretherestrictionsthattheclientplacesonexistingbrandvisuals;i.e.companycolors,companysounds,companyfonts):Basedonthesitemapandfunctionalityelements,whatarethepath(s)thatusersmostoftenwillengagein:Inabriefdescription,whatisthefundamentallookandfeelofthesitebasedonthevisualsprovidedandvisualstobeadded:Inabriefdescription,whatkindoffundamentalinteractivity(wheretoclick,howtoclick,whathappenswhenyouclick,wheredoyougoafteryouclick)willbeavailableonthesite: