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Transcript of Producer Role
The client wants a digital project. This is great and the Account Manager should take the lead to discuss strategy and to encourage the client. But do you need to involve the Digital Producer at this point?
So, we're talking...
I can help with any initial questions, or just operate as a sounding board for ideas
I can point you in the right direction or show examples of what's been done before
I can be on hand for technical support type questions.
1. A kick off meeting is where we sit down with the client to discuss what they want. The Account Manager will lead this meeting, booking in and arranging dates and times. The Digital Producer can be there to ask any questions and offer any technical or strategic input if required.
2. Following the kick off meeting, or in place of, the Account Manager needs to write up the project's brief.
The client wants to proceed.... what next?
That first response to a brief could define the whole project. So as a team we need to understand the core element:
What is the client is wanting to do
Our response may be:
A top level outline and cost to see if this fits their budget and thinking
A formal proposal
Or more questions!!!
Response to brief
This is a written document in response to the brief. This should be written by a mixture of the Account Manager, the Digital Producer and project resources, depending on the project type.
'Sell-in' the idea
The top level
Learn about any supplier issues
Write the brief
Review creative with client
Collate client feedback
Obtain client sign off
Guide client through the process
Add strategic input where appropriate
Consider next opportunities
Working as a team
Record job in digital spreadsheet
Set job up in TL
Obtain supplier quotes
Develop project plan and timelines
Write functional specification
Dispatch files to developer
Create Sign Off forms
Brief Creative team
Review creative internally
Feedback to Creative team
Review client changes and apply
Test and review
Arrange hosting and domain
Ensure project is tracking well
Arrange billing milestones
A combination of the Account Manager and the Digital Producer will ensure we achieve our client's objectives.
The producer will need you to be a clear voice from the client to the production team, ensuring we can understand client requirements... If it makes no sense to you, then it will make no sense to us.
Feeding back through the producer ensures the producers can then be a filter for designers and developers, and other resources so all digital feedback should include, or go through the producer.
Communication is key
That's All Folks
If you want to discuss this further don't hesitate to give me a call.
DDI 09 968 4803
Mobile 021 891 027
What's a brief, you say?
There's several templates available for different types of project, but whichever one you use, ask yourself, can you answer these questions:
WHO - is the client, and the audience? What do we know about them?
WHY - has the project come about? What is the client wanting to achieve?
WHAT - do they actually want us to deliver? Is it a clearly define thing, or a result? What specific information is available, such as look and feel, or functional information?
WHEN - will they want it? What's driving the dates?
Our clients often want to talk digital, but they think 'execution' and they think that's us.
But we're more than that. Our offering is our services. It's not one website, its our approach to a website that is the value, its our ability to deliver a long term, problem solving, creative solution focused, relationship.
Don't sell one offs. Sell Adcorp.
And sell our Methodology which gets us there. More on that later.
Talking, talking, talking.
The producer will form the project team, then discuss the project and ask the team for their thoughts about how to approach the project, and hours they need for each phase.
Of course, they can't give hours until they understand what we're doing. A seemingly small effect on a website could be a few hours work or a few days work. So this is where we:
Map out the project 'scope'
What are we doing?
How are we doing it?
What resources and hours are required?
Should the client be paying for this scope as a separate project?
The producer will lead the scope and then develop the costs based on the hours the resources require. Only the producer will cost digital jobs. The producer will also create the quote in Traffic Live.
Scope and Quote - 'It ain't blind darts!'
But all members of the team are responsible. The project will be delivered by the team and each team member will be equally responsible for its success.
That means we work on the premise of Shared Knowledge. Bringing designers into project planning, developers into the design phase, clients into your decisions, and so on. Each member should understand the full project.
We're off... But wait. Let's get the details in writing with a Statement of Work.
IN SCOPE/ OUT OF SCOPE
Deliverables – What you need to do
Context – Some background info on why and the goals
Key message – What the client wants to get across
Key audience – Who the message is going to
Style of work – What feel should it have
Target Audience – who are we designing this for
Functionality – what does it need to achieve
Creative – the look and feel
Completion date – when is it required by
Objectives of project
Any specifics client requires
As much relevant detail as possible about the client so that you have a clear picture about who they are, their culture etc and obviously provide website URL
An idea of what they want to achieve, the message they want to convey, target audience
Budget and timeframe
Examples of work they like or show examples of what their competitors are doing
Relevant technical information
Westland Milk: Q:\DIGITAL\Clients\Westlands_Milk\Careers_Micro\Sample Project Folder\Project Name\00 Project Setup\Proposal, quote and Pitch
Lots of nice additions to the brief that AM felt we important.
Q:\DIGITAL\Clients\Gen_I\Total Business Proposition\1.Proposal
Social brief that gave insights into the client and offering. Formed the core of the proposal.
Q:\DIGITAL\Clients\Fisher_&_Paykel_Finance\Careers_Website\00 Project Setup\Proposal, quote and Pitch
Great insights added
Q:\DIGITAL\Clients\Fletchers\Careers_Website\00 Project Setup\Proposal, quote and Pitch
Q:\DIGITAL\Clients\Fletchers\Careers_Website\00 Project Setup\Statement of Work
Q:\DIGITAL\Clients\Gen_I\Total Business Proposition
Desk based research
Defining business needs
Initial wireframe scamps
Q:\DIGITAL\Clients\NZ_Post\Careers_Website\01 Phase One - Design & IA\Discover
Advanced user journeys
Design of all pages and variations
Design style guide
Content collation and formatting
Hosting and Domain preparation
Optimising images and video
QA of UAT sites
Ongoing content generation
Measure against KPIs
Suppliers and Resources
Other external development companies
Social Media Monitoring
Hosting and domain services
Other ATS providers
I could go on