Process

Revision 3 as of 2011-01-28 21:02:23

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Ubuntu Adverts Process

The process for the UbuntuAdverts Team to create great marketing materials that promote Ubuntu.



ubuntu-adverts-process.png

idea

This is where the campaign starts. Someone (anyone) comes up with a new concept based some combination of the following:

  • trends in research findings (e.g., very technical people are drawn to what Ubuntu offers)
  • a specific goal (e.g., grow awareness of the next Ubuntu release)
  • a media opportunity (e.g., someone has donated free space in their magazine)

Before proceeding to the next step, it's important to document the goal of the campaign.

The Media team should advise on the right medium(s) to use for the campaign.

Output: A campaign goal with some reason why.

planning

The Planning team takes the campaign goal and either does additional research or moves on to writing creative briefs. Ideally, a campaign would require only one brief. If more are needed, then the goal is probably not specific enough.

Writing a brief is usually a one-person task. Multiple Planners should write creative briefs for the same campaign. When multiple briefs are available, the Planning team should meet to review the briefs and decide on the best one. This could be an iterative process if necessary.

Output: The creative brief.

creative

The Creative team members working on a campaign should organize in small groups of two or three (e.g., a writer and two designers).

The Planning team should present the brief to the Creative teams. Q&A if needed but this should help the Creatives be more efficient in their execution.

After the Creative teams go away for a little while, they should return with their advertisement concepts (not finished products) and present to all of the teams. Anyone else is welcome to join. This could be an iterative process if necessary.

Everyone decides on the best advert concepts and what should actually go to production. Add other team members if additional skills are needed to create the final product. Those that are not working in this advert can move on to work on other adverts as more briefs are ready.

media