MARKETING PROJECT FRAMEWORK
WHAT DO
YOU WANT?
THIS IS WHAT WE
THINK YOU NEED.
Discovery & Research
(Active listening)
Planning & Ideation
(Based on what
we heard)
• Marketing plan goals and objectives
• Research, analysis and completion
of marketing brief/mini brief
• Plan and milestones, initial capacity
assessment
• Kick-off (internal)
DOES THIS MEET
YOUR NEED?
Validate
(Here’s how it
could work)
• Pitch of concepts
• ROI check: scope vs. capacity,
investment required vs. priority
HERE
IT IS.
LET’S DO
THIS!
IS IT WORKING
PROPERLY?
WHAT DID WE LEARN?
WHAT HAPPENS NEXT?
Build
Launch
Warranty
(Adjust if needed)
Learnings &
Stewardship
• Build — Validate — Approve cycle
(could have multiple cycles)
• Execute
• Make it right
• Debrief/post-mortem
• Validate/test
• Fixed time period (hours to days)
• Iterate
• Measure
• Reporting and ongoing
analytics
Who is involved?
• Management of assets
through lifecycle
• Kick-off (external/internal)
• Concept development
• Expected tactics list
• Complete creative brief
Who is involved?
Who is involved?
• Teams that own deliverables
• Involve creative team in concept
pitching where possible/appropriate
Who is involved?
• Teams that own deliverables
• Client/account manager
Who is involved?
• Define measurement strategy
and tactics
• Teams that own deliverables
• Each team does ROI check
• Client/account manager
• Client/account manager
• Target audience (for validation/
research/opinion)
Who is involved?
• Target audience (for validation/
research/opinion)
• Catherine drives milestones, initial
capacity assessment
• Possibly Marketing Council
• Marketing strategy team typically
drives project brief or creates
mini-brief
- Includes digital team if project
is large/complex with multiple
channels or comes to us via
digital team
• Digital team drives if project involves
foundational digital work
Brief types:
1. Multi-channel, multi-asset
2. Single-channel, multi-asset
3. Single-channel, single-asset
• Communicate
• Possibly Marketing Council
• Monitoring until
decommission/archive
Who is involved?
• Everyone
• Possibly Marketing Council
• Creative team drives concept
development/recommendation
• Digital team drives concept
development or engages
third-party resource
• For large/complex projects with
multiple channels, team leaders have
brainstorming meeting for concept
development
• Digital team drives if project involves
foundational digital work
Nature of work:
1. New creative concept, digital
or template?
2. Updated concept or template?
3. Current concept or template?
SWEET SPOT
Project tiers (time commitment):
High Impact
1. More than 6 months
2. More than 30 days
3. 30 days or less
4. 7 days or less
5. 1 day
6. 3 hours or less
High Reach
Low Reach
Low Impact