TAKING IT BACK TO THE AGENCY11.04.11

ELIZABETH KIEHNER@KIEHNER

• What is the goal of this website or this i-pad app? What will the press release say?

• Never stop asking questions like how long does this ‘thing’ need to live for?

• How do we update it?

• Have a Google strategy. We didn’t talk too much about search engine marketing but it is essential.

PRODUCTION LEADERSHIP NEEDED

Be a fearless leader, not an order taker. Ask why? And start thinking about your interactive as early as possible.

• Hire more digital designers

• Traditional creatives need to brainstorm with UX people and developers

• Some of the best digital producers are people who once were developers

• A 25-year-old developer will be going head to head with fifty-year-old ECD

• Have someone technologically knowledgeable in the room as early as possible

• Use your internal team for pitches and prototypes, but hire specialists for the rest

• Hire an digital strategist if you do not have one in place at your agency

AGENCY TEAMS

A few tips on who to hire and how you will play together.

• Always present work in context. http://www.designerstoolbox.com/

• Know how your client is measuring the success of your digital campaign (clicks, uniques, data)

• Sell the emotion of the experience.

THREE PEARLS OF WISDOM

This is easy.

Check out The FWA (http://www.thefwa.com/)

Design Charts (http://www.designcharts.com/) for the cool shit.

KNOW WHAT’S HAPPENING

http://www.psfk.com/category/display-categories/advertising-branding

http://www.creativity-online.com

http://www.fastcodesign.com/tag/interface-design

http://mashable.com/social-media/

http://www.nytimes.com/pages/technology/internet/index.html

TRENDS & CREATIVE INSPIRATION

The Mobile Design Processhttp://mobile.tutsplus.com/tutorials/mobile-design-tutorials/the-mobile-design-process/

The Dos and Don’ts of Mobile Applicationshttp://www.getelastic.com/mobile-app-dos-donts/

iPad Apps Dos and Don'tshttp://www.uxbooth.com/blog/ipad-app-dos-and-donts/

Considerations for Mobile Designhttp://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/

Best sites to get mobile resourceshttp://www.ekoob.com/best-sites-to-get-mobile-resources-4523/

Smartphone Infographichttp://rww.readwriteweb.netdna-cdn.com/assets_c/2011/06/the-intellegent-shopper-30494.php

RESOURCE LIST FOR MOBILE AND TABLET

Stndrd_@

o  Brief  Objective  (Brand  Awareness,  Product  Sales,  etc)o  Campaign  Project  Lifespan

o  Brand  Guidelineso  Graphics/  Logos/  Fonts  /Etc.

o  Brand  siteoo  Rich  media  ad  units  o  Campaign  site

o  Design  Development  (Graphic  Design/Illustration)  o  Live  Action  Shoot  (Partner/Director:                                                                                    )o  Stock  Footage/Photographyo  Sound  Designo  Sound  Mix

o  Start  dateo  Creative  review  dates  (#of  revisions,  timeframe  for  approvals)  o  Tracking  strategy  and  dates  o  Animation/build  dateso  Alpha  deliveryo  QA  schedule

o  Screen  Resolutiono  OS  Compatibilityo  CPU/Processor  Speed  Requirementso  Browser  Compatibilityoo  Hosting/hardware  Requirements  (server  setup,  CDN)o  Page  Load  Limitationso  Search  Engine  Optimization  Requirements

o  Licensing  of  contento  Full  outline  of  scopeo  Full  listing  of  deliverables

o  Target  group  (Primary/Secondary)o  Other  Brand/Campaign  Creative/Strategies/Referenceso  Other:                                                                                                                                                              

o  Information  Architecture  o  User  Flow/User  Experienceo  Other:                                                                                                                                                              

o  Mobile  applicationo  Online  gameo  Social  media  applicationo  Web  videoso  Other:                                                                                                                                                              

o  3D  Renderingo  2D  Rendering/Compositing/  Animationoo  Music:  Licensed/Originalo  Other:                                                                                                                                                              

o  Approval  deadlines  (including  client/legal  reviews)o  Final  delivery  dateo  Launch  dateo  Post-launch  optimizationo

oo  Licensing  of  Software  Requiredo  Localization  Requirementso  Admin/Moderation  Requirementso  Integration  with  Current  Brand/Project  Back-End  Environments          (Client  IT  Management)oo  Support  Agreement/Requirements

o  Awards  submission  and  project  credentialso  Team  and  time  neededo  Other:                                                                                                                                                              

CREATIVE  DEVELOPMENT

ASSET/PROJECT  PREPARATION

SCOPE

ASSET  GENERATION

SCHEDULE

TECHNICAL  CONSIDERATIONS

OTHER  CONSIDERATIONS

Visit  http://www.stndrd.org  for  more  information

Digital  RFP  Checklist

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What challenges do you face at your agency and how can we help you today?

THANKS!