North America Marketing Project Workflow 1
2 Stake Holder Planning
3
Scoping of Project
Work Request
• One off or campaign?
• Consultant
• Creative Brief
• Objective
• Creative Brief Elements
• Assets & Specs
• Messaging Hierarchy
• Set Expectations
• Workflow Checklist
• Specs & Assets
• Marketing Mix
4
5 Kick Off
• Objective • All Cross-Functional Teams • Activate! Teams
6
Content Development
7 Creative
Review Process
First Draft
Development
• Establish Key Messages
• Establish Creative Direction
• Stakeholder Presentation
• Transcreation
• Concept to Life
• Set Content Direction
• Provide Concepts
• Creative Direction Decision
• Content Approval
8
• Internal Reviews • Stakeholder Reviews
Key Milstones:
• Maximum 3 Rounds
Project Initiation 9 Approvals
10 Production
11 Activation – Go Live!
12 Control & ROI
Creative Development Approval Process Production
• Legal Review
• File Release
• Email: One-off, Campaign, WSP
• Web Analytics-KPI’s
• Brand Review
• Print Production
• Events: EXT, FPTR, LDW, FSL, JAN KO
• Surveys
• Stakeholder Approval
• Closing of Job
• DC’s & QRC/Sales Centers
• Site Visitor profiling
• Online: HL.com, MyHL.com etc.
• Standard reports
Activation Control & ROI