Want Creative Projects to Deliver Awesome Business Results?
Marya Triandafellos/Swair.com For Gymnasium
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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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