Want Creative Projects to Deliver Awesome Business Results?

Marya Triandafellos/Swair.com For Gymnasium

Icons from flaticon.com © 2014 Marya Triandafellos. All rights reserved.

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That's not what I wanted!

But that's what you

said!2

Heard this?

70%

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Client behavior is challengingThen let's build a better relationship

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Be a Change Agent

Tune Up Your Creative Workflow:

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Creative Workflow

Initiative ProductProcess

Interactions

Documentation

Pre Digital

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#+ = Marketing Creative

Post Digital

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#+BIG Ecommerce

Digital Products

Gaming

=Marketing

Creative

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Dispersed & diverse teams

Compressed timelines

Infrastructure has not kept pace

Customer Influence

Multiple channels

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What Can We Learn from Other Disciplines

Fine Dining

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Football Scientists

• Cyber infrastructure

• Sociological considerations

• Clear roles & responsibilities

• Motivating collaboration

• Documented knowledge & materials

• Optimized process

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Team Knowledge

Workflow Infrastructure

Platform

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Software or Composite (Email-Excel-DropBox) • Communications • Project Management • Knowledge Management

Platform

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Why: has this process evolved What: are the bottlenecks in the system How: are the systems integrated Where: are the guideslines for tool usage

Platform Tune Up

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Team • Communications • Collaboration

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Communication Look Under the Surface

High Level Communication Process

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SENDER

FEEDBACK

MESSAGE RECEIVER

What Contributes to Miscommunication?

Perceptual

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Psychological Cultural

The 3 Es of Effective Communication

ENGAGE Establish empathy

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Deliver the message

EXPRESS

Confirm clarity, trust

ENDORSE

MESSAGE RECEIVERSENDER

FEEDBACK

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Collaborate Many Heads are Better than One

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• Execute Complexity • Compress Timelines • Exponential Insights

Why?

Big Team Challenges & Overcoming Them

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Virtual participation

High education

levels Diversity

Large sizes

Build Relationships Mentorship Assign Roles

Positive Collaborative Behaviors

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Trust Balance Sense

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Who: presents a challenge What: are assigned roles & responsibilities Why: discerned by examining emotions & dynamics How: could you be a facilitator

Team Tune Up

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Knowledge Structure Frees Up Creativity

RIPS for Knowledge Organization

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Requirements

Inspiration

People

Standards

Initiative Workflow

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Aligns Brand & Customer

Provides Creative Direction

Contract & Roadmap

Creative Brief

RIPS: Requirements

Creative Brief Content

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Project Management

Client

Customer

Deliverables

• Project Type • Team Roles & Responsibilities • Budget • Milestones

• Product/Service Background • Business Requirements & KPIs

• Customer Insight • Audience Description • Audience Response

• Graphic/Technical Specifications • Resources

Requirements Intake Project Type

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Production

Intake Form Creative Brief Inspiration

+

Creative

RIPS: Inspiration

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Emotional Engagement

Industry Examples

Opportunity for Greatness

CELEBRATE 100 YEARS

Peripheral Examples

RIPS: People

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PHOTO ROLE EXPERTISE RESPONSIBILITY RELATIONSHIP PREFERENCES

TEAM

ACL

IENT A Marketing

Insights

UX Design

• Details • Examples • Text

• Concepts • Stories • Visual

+

+

_

_Interface for web & mobile

Qualitative & quantitative research

RIPS: Standards

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Guidelines Processes

Brand

Visual Design

Accessibility

On boarding

Project intake

Post mortem

Best Practices

Customer service

Vendor Assessment

Ideation

Assets

Logo

Templates

Art

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Where: are the weak links Who: really know your team What: is the most concise recipe How: process optimized, creativity inspired

Knowledge Tune Up

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• Build a platform that systematizes communication, project management & documents knowledge

Final Checkpoints

• Knowledge library that makes your business/brand/role transferable

• Team - Integrate empathy into your communications - Collaborate with a consciousness of team dynamics

This is awesome! Thank

you!

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Now Hear This!

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Skwair Marya Triandafellos marya@skwair.com @ryatria Presentation: slideshare.net

Thank You!