Executive Summary
Getting Started
Beginning the Design Process
The Big Picture
Introduction
Why TransPromo? Why Now?
Getting Started
Getting Started with TransPromo
Establishing Clear Business Objectives
Identifying Business Objectives at Humana
Parajett Uses Clear Communications
Social Networking Can Play an Important Customer Feedback Role
Worlds Largest Hotel Brand Focused on Customer Loyalty
The Organizational Champion
Design Considerations
Guidelines for Good Design
The Creative Brief
The Design Team: Organizational Integration
Beginning the Design Process
Ensuring Manufacturability and Deliverability
The Tools
Combining Forces: Unusual but Effective Approaches
Overall Design Considerations
Keeping the Design Clean and Functional
How Much Color is Too Much?
Highlight Color versus Full Color
Making Good Use of White Space
Defining Premium White Space
White Space Allocation: An Example
To Insert or Not to Insert?
Measurable Results
Inserts versus Onserts: The Cost Factor
Printed versus Electronic Delivery
Stakeholder Roles in the Practice of Good Design
Roles Defined
The Role of the Graphic Designer
The Role of the Composition Expert
Planning the Design
Keeping Customer Service in Mind
The Messaging Matrix
Customer Communication Strategy
Financial Justification
Justifying TransPromo
Data Management and Analytics
The Data Factor
How Much Data is Enough?
Data Hygiene
Augmenting Data
The Importance of Testing
Test, Test, Test
Print Production
Ensuring Manufacturability
Raw Data versus AFP/PDF
Closing the Loop
Measuring Results
Measuring Results
Conclusions
In Summary
Appendix A: Sample Creative Brief
Contact information:
Project:
Prepared by:
Approved by:
1) Background / Overview
2) What is the Objective/Purpose of the TransPromo Conversion?
3) Target Audience(s): Who are We Talking To?
4) What's the Single Most Important Thing We Want to Accomplish?
5) What are the Supporting Rational and Emotional \Reasons to Act or Believe?
6) Competitive Positioning
7) Perception/Tone
8) Available Resources
9) Mandatory Elements, Helpful Information, and Insights
10) Schedule: What Do We Need from the Design Team? When Do We Need It? Checklist
