Know-How Exchange : Other

Dear Bill,

Are you a visual person? Or a logical person?

Me? I’m a visual person. I have to have things on display; drives my wife nuts (she’s a professional organizer!). But anyway, I suggest a list of options, not least of which is some kind of job sheet or job ticket for every project—if that is, if a job sheet system will work for you, because not everyone needs another piece of information.

You can do this electronically or physically, and as well as the points above, consider keeping a record of:

Job name:
Originator:
Why it’s necessary:
Date received:
Date required:/published/broadcast/distributed/e-mailed
What it is: media release/single ad/ad campaign/leaflet/letter/handout/internal/external/web/print/broacast/damage limitation, etc.,
Purpose of piece: lead generation/sales/customer related/loyalty creation/PR/brand awareness, etc.,
Approved by: (CEO/COO/Santa/Tooth Fairy etc.,)
Audience: B2B/B2C/staff/senior management/directors/media, etc.,
Message: Salience, relevance, significance, persuasion pathways
Headline:
Tone of voice:
Major points to cover:
Offer:
Cost of offer:
Perceived value of offer:
Deadline for offer:
Call to action:
Quantity (if printed):
Scope/reach/spread (if broadcast):
CPM (cost per thousand):
CPI (cost per impression):
ROI (return on investment):
VPS (value per sale):
Fulfillment requirements (outside contractor/internal)
Copy/photos to you by (date):
Copy/photos to designer by (date):
First proof by (date):
Second proof by (date):
Third proof by (date):
Sign off (date/by):
Piece to press/required for broadcast by/on:
Piece back from press/mailed/broadcast on:
Response time/period:
Second mailing/broadcast:
Outcome/result:
Sales up by/compared to when (percent):
Sales even/equal to/compared to when (percent):
Sales down by/compared to when (percent):
Follow up:

Yes, it’s a lot to consider. But I think every business needs something like this to hold itself accountable, and to create some kind of archive, as well as using it as a briefing tool for every request, and for every member of staff; old hands and new people alike.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA