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The workflow, on a page
Eight stages, two directions. Plan from the result back to the creators. Run from the contract forward to the report. Then feed what you learned into the next plan.
Plan backwards
- 3.1Objective and primary SWhat must this campaign achieve, and in which behaviour?
- 3.2The report we want to showWhat will we show, what do we want to learn, and what will we compare against?
- 3.3Distribution and content planHow will it travel, what will it cost, and what’s the territory?
- 3.4Creator selection and fair payWho is believable, safe, and fairly paid?
Run forwards
- 3.5ContractsWhat’s agreed, priced, permitted and disclosed?
- 3.6Content reviewIs it factually correct, will people feel something, will they know it’s us, and can they find it later?
- 3.7Launch and optimiseIs measurement set up before launch, and are we adjusting as results come in?
- 3.8Report and learnWhat happened, which creators do we go back to, and what did we learn?