Process
Ubuntu Adverts Process
The process for the UbuntuAdverts Team to create great marketing materials that promote Ubuntu.
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 Planners take the campaign goal and either do additional research or move 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 their own creative briefs for the same campaign. When multiple briefs are available, the Planners should meet to review the briefs and decide on the best one. This could be an iterative process if necessary.
Output: The final creative brief.
creative
The Creatives working on a campaign should organize into small groups of two or three (e.g., a writer and two designers).
The Planners should present the final brief to the Creatives. Q&A if needed but this should help the Creatives be more efficient in their execution.
After the Creatives 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 creative review. 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.
The Creatives that are not working in the current advert in production can move on to work on other adverts as more briefs from the Plannings are ready.