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Allerton Marketing Communications Inc. undertakes assignments through
a systematic process designed for flexible, effective response as well
as for input and interpretation at every stage of development. These
stages include:
Need identification
Information gathering
Creative planning
Copywriting
Visualization
Cost estimating
Media research
and selection
Creative review
Production
Distribution
Evaluation
Need Identification
Typically, a job starts when a client need is identified and discussed
between the client and an Allerton Marketing Communications representative.
At this time job parameters such as objectives, audiences, costs, timing,
and available copy and graphic sources are determined.
Information
Gathering
Initial information available for the assignment is gathered prior to
the initiation of creative work.
Creative
Planning
The first step in the creative process is a discussion of the assignment
in a creative planning session. The size and composition of the planning
group varies with the nature of the assignment. A typical group consists
of the account manager, copywriter, graphic designer, and production
manager. Additional information gathering and research follow. The source
material is organized and copywriting begins, often with a collaborative
session between the copywriter and graphic designer.
Copywriting
Copywriting begins only after most or all relevant information on the
subject is available for consideration. The copywriter may develop a
headline / copy outline or a complete draft, depending on the information
available and the complexity of the assignment.
Visualization
Using the copy as a blueprint, the graphic designer interprets the message
visually in the form of a layout or storyboard to show how the end product
will look and to provide a basis for cost estimating.
Production Cost Estimating
Accurate production cost estimating takes into account all costs involved
in producing the final product. Competitive bidding is employed to ensure
the job is produced at the lowest possible cost.
Media Research
and Selection
Once specifications for space advertising are known, audience and cost
research are conducted, and media recommendations are developed and
presented to the client.
Client
Approval
Copy, layout, cost estimate, and production scheduling — all are
presented to the client for review and approval before proceeding with
production. Necessary revisions are made and reviewed with the client
until the assignment is approved for production based upon specifications.
Production
Actual production begins only after the client has approved copy, layout,
and costs for the assignment. Then, any required illustration, photography,
and finished art are completed. Work developed to this point is reviewed
by the client before final production. Approval of printers' proofs
and answer prints for film and videotapes are obtained before copies
are produced in quantity.
Distribution
This step involves the packing and shipping of printed materials, the
preparation and transmission of production orders, and shipment of materials
or electronic files to media.
Evaluation
Ideally, each assignment should have a measurable communications objective
agreed upon by the client and Allerton Marketing Communications prior
to its initiation. Performance against that objective can be researched
and evaluated. Information received from these evaluations can be invaluable
in improving the performance of subsequent communications projects.
We encourage all clients to budget for evaluation of results based on
predetermined and measurable marketing communications objectives.
 
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