Resource Advertising

This segment of the Resource Process details the activities and deliverables associated with developing an overall communication plan and then developing the appropriate advertising collateral.

1.0 Process Information

Process Name: Resource Process

Segment Name: Resource Advertising

Process Guardian: Wim van Klinken

Mapping Authors: John Pinkerton, Dirk Ellingson, Cathy Loving, Dave Wheaton, Suzan Hudson, Jenn Killpack, Jan Marshall, Kent Parker

Mapping Date: 12-November-2007

1.1 Revision History

2.0 Process Map

The following presents the activities (arrows) and deliverables (circles) of the Resource Advertising segment.

Click Resource Advertising.vsd to view this Microsoft Visio Viewer.

3.0 Activities

Define Communication Plan (10)

Regardless of the medium, advertising requires that a communication plan be defined first. The plan is devised by the Team Leader in consultation with church Strategic Communications, Advertising, and Marketing representatives. The communication plan is chronicled in the Scope of Work. Other methods to determine approach include samples and possible communication channels. Once advertising channels are selected, advertising requirements and release dates are determined by the team.

Agents

• Team Leader (Primary)
• Strategic Communications
• Advertising Team Leader

• Scope of Work
• Advertising samples
• List of communication channels

1. Select advertising channels.
2. Define advertising requirements.
3. Determine release dates.

• Communication Plan (Finalized)

Create Advertising Scope of Work (20)

The communication plan may identify additional deliverables related to advertising and marketing the product. These additional deliverables are documented in Scope of Work documents. The Scope of Work also enables the Multimedia Publishing Team Lead to manage the expectations and requirements of Graphic Designers (and Copy Editors if needed) time and resources. Utilizing a Scope of Work template, the team creates a new Scope of Work for each intended advertisement. Each Scope of Work is submitted to Multimedia Publishing.

Agents

• Team Leader (Primary)
• Advertising Team Leader

• Statement of Work template

1. Create Scope of Work for each advertisement.
2. Submit Scopes of Works to Multimedia Publishing.

• Scope of Work (Advertising Request)

Create Advertising (30)

Ads combine graphics and text. All the steps and deliverables of Visual Design and Resource Copy Development involved in resource creation are compressed and repeated in this process. Writers and Copy Editors work on text copy. Graphic Designers develop the Visual Design, create graphics, and complete or oversee typesetting and layout. Results are subject to final client approval.

Prerequisite This activity requires that the release date for the various products for the resource has been determined.

Agents

• Advertising Team Leader (Primary)
• Graphic Designer

• Statement of Work
• Word (for copy)
• InDesign (for copy layout and graphics)

1. Write copy
2. Develop Visual Design
3. Create graphics
4. Copy editing
5. Typesetting
6. Layout
7. Proof layout
8. Final client approval

• Advertising (Released)