DartMedia’ typical marketing development process includes five major steps; Define, Architect, Design, Build and Deliver. The defined production process includes primary activities, milestones, approval points and deliverables. This helps to insure that projects stay on time and on budget. It also greatly improves communication and sets expectations.
Below you will find a listing and descriptions for the standard production process steps.
The initial phase is an important fact-finding, dialogue-based process during which DartMedia will confirm project and marketing goals, technical requirements and the key business drivers supporting the project. It is only after fully understanding all these pieces that DartMedia can solidify the final project scope, timeline and budget.
Activities during this phase traditionally include discussions on objectives, creative, content/content management requirements, existing applications and/or databases, and third-party services. The end result is a detailed strategic plan that assures the project will meet the desired goals.
During the Architect phase, DartMedia becomes immersed in the consumer experience, both online and off, and crafts a architectural approach that is ultimately user-centric and intuitive, delivering on customer needs and providing an enriching experience.
The deliverables of this phase are marketing plan and wireframe diagrams. A marketing plan is an outline of a campaign’s hierarchical structure detailing what objectives should be grouped together and includes definition on the specific target groups of client demographics and media channels. Wireframe diagrams are a basic mind mapping guide used to brainstorm the flow and placement of fundamental marketing elements including copy and audience demographics within the internet space. For example, they help define the positioning of global and secondary levels of marketing objectives in a prominent and intuitive placement, as well a provide areas for utilities such as analytics and campaign tracking.
The Design phase represents the conceptualization or creative portion of the project. The goal of this phase is for DartMedia and the client to settle on a general creative direction that drives both the message and the visual
personality of the business.
The visual design of the campaign is the synthesis of the research and planning that has taken place in the Define and Architect phases. DartMedia’s design team will take the inspiration provided from various creative exercises to create mock-up or the “look & feel” design compositions that include corporate identity, headlines, options and content so that the presented designs attempt to portray the look and feel of the off-line finished presentation.
It is important for the designs to reflect the client brand (i.e. logo, color palette, font. etc.), work for the type of functionality and content that will be present on the landing page or site and also be useful for the audience. Clients frequently gravitate towards one design combining elements from the other to produce a final design. Once the overall “look & feel” has been approved, the design can be applied throughout the campaign or application with the ability to customize sections as the need occurs.
Upon completion of the first three phases, DartMedia and the client will have produced the final functional requirements, content strategy and creative direction that will be adhered to throughout the campaign. With all of the approvals in place, DartMedia production artists and engineers are now in a
position to create, develop and construct all campaign collateral. It is also during this phase when the content management system will be developed (if the project requires) to maintain dynamic areas of the campaign or website build.
The end result of this phase is a campaign or website that is commercially and technically flawless and reliable while the technology itself remains invisible.
The user, after all, cares about the user experience – not the tools used to create it.
When the build has been completed and the project has passed internal quality assurance testing, it is then made available for launch. DartMedia provides a monitoring team for all campaigns or projects to facilitate continuous improvement during the life cycle. The monitoring team will closely examine the results that were agreed upon to maximize effectiveness. Depending on whether the undertaken project is an online campaign or website, it is either handled by our Trafficking Specialists and/or Senior Production Specialists.
Part of the delivery includes drafting a measurement strategy that enables DartMedia to evaluate how well we executed against the strategy, quantify the actual return-on-investment, and modify and improve the campaign or website to deliver success in even greater measure.