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Moon Landing Master Mission Template

This is what our brand arch / reporting / communications / mission tool will come to look like.
by

James Carlson

on 1 March 2016

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Transcript of Moon Landing Master Mission Template

CLIENT NAME
DISCOVER
MISSION PLAN
ULTIMATE GOAL
BUILD
BRAND
CONTROL
ACTIONS
RESULTS
CREW
PAYLOAD
FUEL
OBSERVATIONS ON CLIENT
COMMUNITY
TIME
OUTCOMES
WHAT
HOW
WHY
OBSTACLES
BENCHMARKS
METRICS
ACTION NAME
12/30/15
EXPECTED RESULT
What do we do
PROCESSES
OPERATIONS
STRUCTURE
OPERATING MANUAL
MOON LANDING AGENCY
COMMUNICATIONS
THE MISSION PLAN
SALES
DISCOVERY and OPERATIONS SETUP
Get a bunch of stuff from customer
BRAND PLANNING
PRODUCE THE FIRST RESULT
Initial public piece
Client feels an impact
NEW CLIENT STARTUP
NEW CLIENT
DAY 0
DAY 30
30-120 days
FIRST RESULTS
relationship at risk
ACTUAL
IDEAS
Tools we use today
BETTER TOOLS
MON
TUE
WED
THU
FRI
PRODUCTION
CREATIVE
REPORTING
APPROVAL
THE WEEK - by Work Type Blocks
STORY BUILDING
PLANNING
SALES
A
B
C
D
TEAM
TEAM
PLANNING
PLANNING
CREATIVE
PRODUCTION
PRODUCTION
APPROVAL
REPORTING
PRODUCTION
CREATIVE
APPROVAL
PRODUCTION
REPORTING
CREATIVE
PRODUCTION
APPROVAL
PRODUCTION
SALES
PLANNING
JOE
Director of Account Services
BRYAN
ORGANIZATION
ACCOUNT SERVICES
CREATIVE
Define the How
Create the What
Determine the When
Update the Client
Obtain the What
JAMES
Does
Doesn't
Manage the Who
SERVICES
DO
DON'T
Is it on the plan?
Do we have talent for this?
Do we have an inhouse person?
Do we have to work with an out-of-house person?
Do we have time?
Is it concept or production?
How does it advance the story?
DETERMINE WHAT WORK WE DO OR DON'T DO
PHOTOGRAPHY
VIDEO PRODUCTION
ANIMATED EXPLAINER
CONCEPTING
Internal / External Benchmark Design
Videos
Campaigns
Social Media Strategy
Integrated Inbound Campaign
PR
Content Strategy / Architecture
Sales Tools and Sales Support
Trade Show Presence
Customer Retention Strategy
Internal Business Strategy
Online Community Design
Loyalty Program Design
Periodical Newsletter Design / Concept
BRIEFING / TRAINING
Plans / Updates
Proposals and Quotes
Ways of Thinking with Lenses
Workshops and Design Thinking
Internal Brand Audits / Behavior
Present Findings and Reports
PRODUCTION
Video
Explainer
Graphics
Internal documents
Email list validation
Build web pages
DEPLOYMENT / Distribution
Press relations
Email blast transmission
Internal brand launch events
Scheduling / posting on social media
Scheduling / posting on client website
Regular newsletter publishing
Press Release writing
Social media post writing
Sales Support Collateral
Blogs and online journals
Presentations
Newsletter writing
All this stuff up here we have to be fucking great at
All this stuff we don't do or we find others to do
Online Communities
Anything any of us has done only one time
Hermle Owners Club
Campaigns
Social Media Strategy - private linked in
PR - it's an opportunity but generated from doing it
Content Strategy / Architecture - Forum content
Sales Tools and Sales Support - NOT being done; need to teach dealers / sales at Hermle
Customer Retention / Loyalty Strategy - is it doing this?
Internal Business Strategy
need to teach Hermle how to take advantage of their club, how to integrate departments across club, etc.
Online Community Design
No on boarding, no off boarding
No rules of conduct
Periodical Newsletter Design / Concept
RESEARCH
Brand Audit
Press audit
Social media presence audit
Team and organizational structure mapping
Brand lens development
Story collection / economy
Benchmarking and Metrics
Digital Identity Alignment / Correction / QC
START DOING THE WORK
MEASURE AND REPORT
How do we know if we hit or not?

Social media follows and likes
Visits or impressions to media content
Interview
Event participants
Revenue
Conversions
Account management: Plans, reporting progress, results
Public Relations oversight and accountability
New business scheduling, wrangling
Creative design
content production
internal process engineer
design the pitch deck
make the thing that we use to do our doings
KEVIN
Intern coaching
Deployment and publishing operations
Social Media Development, Publishing, Measurement
CLIENT FOCUS - Ongoing Research - 1-3 clients
TASKS and PROJECTS
INTERNS
TEACHING
Director of Account Services
Does
Doesn't
Social/Media Relations
Writing
Account Management
Design
BRYAN's thoughts:
KEVIN's thoughts:
Nonfull time writer resource
Media relations manager
Hit generator
JOE's thoughts
Wants full-time physical presence over talent
Writing ability
Learning ability
We train 'em up
HIRING PROCESS
What news do you consume?
What books have you read?
How do you ask questions?
Timing wise we're thinking MID JANUARY
JAMES's thoughts
Salesperson - sales targeting / research
Research storyteller
Spectrum of creative production skills
Rich portfolio
Published materials

Wrangler / Structured / Project Manager
Internal Operations Coordinator
MON
TUE
WED
THU
FRI
IntelliVisit
AGTL
AGT
Lauterbach
THE WEEK - by Client Focus Blocks
Intelligent
Hermle
A
B
C
D
TEAM
TEAM
PLANNING
PLANNING
CREATIVE
PRODUCTION
PRODUCTION
APPROVAL
REPORTING
PRODUCTION
CREATIVE
APPROVAL
PRODUCTION
REPORTING
CREATIVE
PRODUCTION
APPROVAL
PRODUCTION
SALES
PLANNING
Interview James / Joe
Interview Kevin
Interview
Discussion
First Assignment

TEST
What do we think?
WORK TEST
Brief assignment
Concludes with a deliverable
Results in writing, research, and communications
Think creatively
Good communicator
Work in fast-paced place
In Milwaukee area
Structured / disciplined self-motivation
Comfortable with cloud tech / collaboration
Flexible
Bonus:
Portfolio
History of work in communications
"in between" role
active on social
2 days
VIBE TEST
Time to be in work environment
Show up and leave the office
Work with everyone else
Social time to eat
Get involved / exposed to client work
Get exposed to Bryan
TEST
How did all that go?
GENERATE SKILLS / INTERESTS INVENTORY
What do we think?
INTRODUCTION TO MOON LANDING CLIENTS
Review of all clients
Review of project work
Where do you fit?
DRAFT AGREEMENT
Create work agreement draft
schedule draft
areas of focus--which could they have immediate impact on?
TEST
Did the agreement building process go well?
SIGN AGREEMENT
Official hire
I9
Employment information
FIRST DAY
Welcome aboard
Bio writing
Social media profile linking
STUFF
For consideration during week planning:
http://www.fastcompany.com/3054571/work-smart/the-better-time-management-strategy-this-googler-taught-his-coworkers
Get out the plan
Get out the brand lens
Get out the pre-flight checklist
Define the work
Open the mood board
Open the link list
Discuss, take notes, and work
Update project tool
Schedule approvals
Schedule work
Notify people
Full transcript