Creative Deck
Transcript: Creative Team National Campaigns: Content Development Creative, WFS August 2022 Intake Intake Process Creative Intake Process 1. Strategy Intake Doc 2. Cross-Functional Kick Off 3. Validate Channel Plan Business Line Brand Define and align creative strategy with channel plan Lead from each team: Marketing Programs Strategy Creative Web SDS Media Lifecycle Channel Plan Channel Plan Media Web Evergreen Pages i.e. Students, Shifts & Schedules Search Pages i.e. Seasonal Jobs, Nights, Weekends Promotions Pages i.e. Anytime Pay Job Opps Pages i.e. FC Associate, SC Associate Digital Static Billboards Radio Streaming Audio Street Team Flyers Mailers CTV PinPoint Newsprint GSTV/GS Toppers Transit- Bus Wraps/Ads Transit- Posters Wrapify Volta Drive Test Centers Laundromat Coinstar NRS (Drive Test Center) Sponsorships SDS Paid Search Static Image Paid Social- IG/FB Static Image Video Google Display Network (GDN) Responsive Display Ads (RDA) Static Video YouTube :06 sec :15 sec + Lifecycle Email Header Tatango Image Creative Development Content Development Concepting Brainstorm Concepting Brief review with Creative Idea Concept Execution Creative KO Key Concept Reviews Key Concept Reviews Kevin Review Phil Review Stakeholder Review Legal/RC Review Concept Selected & Feedback Addressed Design & Production Translations Build Out Design & Production Messaging Design Channel Breakouts SDS SDS GDN (RDA) Paid Social YouTube Search Thumbnails RDA Assets Include: 5 image sets (10 assets) 5 headlines 1 long headline 5 subheads Includes: 1-3 videos :15+ seconds Post copy FB & IG Includes: 3-5 images 0-2 videos (:06, :10-15sec) Post copy Media Media Newsprint Newsprint Audio Audio Radio :10 Traffic & Weather Script :15 Traffic & Weather Script :30 Radio Script Streaming Audio :30 Script Companion Image Video Video CTV GSTV Connected TV Deliverables: 1-3 :30 Video Spots Gas Station TV Deliverables: 1-3 :30 Video Spots Campus TV Campus TV Deliverables: 1-3 :30 Video Spots Pinpoint PinPoint Deliverables 4 images per messaging version Optional :15 video Pilots Pilots Volta :08 Animation Laundromat Coinstar :15 Video asset NRS :10 Fullscreen video asset :10 Halfscreen video asset 1-3 Exterior Posters 1-3 Interior Poster Washer Door Clings Drive Test Centers :30 video asset Sponsorships Sponsorships LED ribbons Video Boards Animations Shirts & swag Scripts Roll Banners Email Banners Flyers Digital Ads BrandMaker BrandMaker Content Mailers Flyers BM Library OOH OOH Digital Billboards Wrapify Static Billboards Up to 94 sizes per version Up to 30 sizes per version Transit 8 versions of Lite wrap Various placements including: Bus Kings, Shelters, Interior Cards, Bulkhead Displays Lifecycle Lifecycle Email Header Image Email Header image, including CTA for pre-application emails. Tatango Image Image to be included with Tatango text messages sent as part of pre-application lifecycle. Web Web Deliverables: Copy Image assets (Not UX) Page types: Evergreen Search Promo/campaign Job opps Content Handoff Content Handoff Web Handoff Process Web Process Asset Handoff PreProd Approval Figma Review Creative validates correct copy and accurate image appearance Web copy asset provided to WebEx team via their Asana web project Creative reviews Figma design in mobile & desktop Creative provide image assets based on layout Page Live Web team pushes page live Creative validates still accurate Confirms vanity URL live for any creative leveraging it. Lifecycle Handoff Process Lifecycle Process Asset Handoff Creative Studio Coordinator provides handoff to Lifecycle team via email. Marketing programs and strategy CC'ed. Updates If any updates or optimziations are needed, CSC facilitates changes. SDS Handoff Process SDS Process Asset Handoff Creative Studio Coordinator provides handoff to SDS team via email for each channel. Marketing programs and strategy CC'ed. SDS Confirmation SDS confirms as each channel goes live (when applicable) Optimizations Depending on the campaign, performance data provided by SDS to inform optimizations or if additional versions are needed. Media Handoff Process Media Process Template Builder Upload Static Assets Job Intake Mailers and Flyers built as templatized assets in BrandMaker Creative Studio Coordinator reviews daily report from Media of upcoming jobs Studio Engaged Asset needs and deadline assessed in BrandMaker CSC coordinates with Studio team to assign and track to requests Static assets built out by the team uploaded to BrandMaker and assigned to Jobs