At Marketing Valet, we of think of every marketing campaign as having a template that consists of 1) a concept, 2) a design, 3) content, and 4) production. This streamlines way we plan, staff, and execute projects.

1. Concept

The concept is the starting point for any campaign. For projects to get funding, someone has to pitch a good, bankable marketing idea. Sometimes it's the client pitching to his/or boss. Many times it's Marketing Valet pitching to the client.

An example would be: “Let’s develop a 2-minute Flash movie that will get people to sign up for a free trial. We’ll create a cartoon character who saves the day by finding the solution to his company’s IT problems."  A successful concept catches people’s attention and takes them to the next step the sales process.

2. Design

The design defines the user experience. It encompasses all the aesthetic and mechanical aspects of the campaign. Let’s say the concept is an online calculator that helps people compute their savings by using a certain product. The design not only defines the look and feel of the calculator, but also how data will be captured on the front-end, processed on the back end, and then reported to the user.

3. Content

Content is text, graphics, audio, and video. It’s what gets put onto a web page, inserted into a Flash demo, and flowed into datasheet layout. Content carries the message. It expresses the tone of the campaign. It is created by subject matter experts, artists, and skilled communicators.

4. Production

Production is the process in which the Concept, the Design, and Content are assembled into a final deliverable. Some projects require a single graphic designer. Others require a team of people including project managers, Flash animators, web programmers, and QA specialists. Production has two main goals: 1) stay on message and 2) achieve the highest possible production values based on the client’s budget. In the end, the production team must make sure that the intent and integrity of the Concept, the Design, and Content are preserved.

Conclusion

Managing your projects in terms of Concept, Design, Content, and Production will help you in every aspect of your planning, budgeting, and execution.  The feeling that every campaign you produce is a complex one-off will go away.