Research-Based Methodologies:
Measurements Used:
Doyle Communications employs multiple evaluation methods at key stages of outreach planning, execution, and post-dissemination. We gain access to relevant data prior to product development, and create briefs that detail the priorities of that data. We develop concept boards and product sampling for review and feedback of creative material by a sampling of intended target audiences. We prepare A/B methods of comparison for landing pages and electronic outreach messaging. We collect and interpret analytics of digital material and prepare tracking platforms for all forms of implemented calls to action.
Every product and campaign development process is unique, but the following example is from a recent campaign approach.
Creative Process:
Launch: Doyle Communications consults with client to discuss the objectives, conduct a relevant communications inventory, collect copy, templates, dissemination methods, glossaries, and design and writing standards. Function, platforms and desired interactivity for digital media are detailed and SEO metadata lists generated.
Creative Brief Development: Creative briefs are developed and reviewed with client to determine proposed brand and messaging specific to each education/outreach initiative. The briefs outline primary and secondary target audiences, audience exposures, outreach objectives, key promises, motivational triggers, potential obstacles, primary calls to action, and other creative considerations to guide the development of outreach material.
Strategic Plan: Doyle details and prioritizes media recommendations and dissemination strategies in a strategic plan and submit to client for review. Each set of media has the following independent timelines:
Copy Development: Draft copy is be submitted for client review and approval, turnaround times specific to each set of products. Doyle reviews and edit copy internally, referring to client’s style guides, correct spelling, punctuation and usage errors, check accuracy of abbreviations, acronyms and proper nouns, ensure subjects and verbs are in agreement and that scientific nomenclature and literature citations are correct. Edited 1st draft copy is submitted for client review and approval via a word file with any questions or comments visibly noted in the document.
Design Development: Concept boards, design prototypes, and/or storyboards are developed to include graphic treatment options, descriptions, calls to action, and tagline approaches. Concepts are reviewed by client and edited accordingly.
Message and Materials Testing: Sample products and concept boards are typically focus group tested. Surveys and other testing resources are developed and disseminated with data and resource collection inclusions to further feed the campaign. Testing, data and reviews are analyzed. Quantitative and Qualitative research findings will be complied in a report along with recommendations for client consideration.
Product Development: The Adobe Creative Cloud is used to execute most products. Files are prepared to easily facilitate edits, reduce the environment for errors, and provide excellent print and digital quality. Sample page spread design prototypes are developed to include desired graphic treatment options as instructed by the client. If it falls within acceptable template and style preferences, proposed designs will incorporate digital contrast checks and Lighthouse for the Blind techniques, as well as 508 compliant type treatments and formatting. Prototypes are reviewed and edited as necessary until approved by the client. Appropriate 508 compliancy techniques will be built in for all products.
Product Review and Editing: Upon receipt of client edits, Doyle reviews all text references to figures, tables, maps, appendices, and other elements to ensure accuracy, check website references and test hyperlink functions. Doyle creates digital, interactive table of contents and reviews accuracy. Additional edits, comments or questions are provided in a marked-up PDF for client review and approval. This process is typically done after the first client review to ensure quality control.
Final Production: Doyle makes products 508 compliant and runs full checks on media. Doyle creates and tests final interactivity on digital media, and prepares print media for final output. Doyle packages all files and submits final deliverables to the client, along with any other value-added marketing material for use in product promotions. If needed, Doyle provides print management services.
Dissemination: A coordinated effort between internal and external stakeholders are developed and implemented to include cross-promotion efforts between social media, paid media, and public relations.
Analytics Report: Analytics on media exposure and quality are collected and documented for client review. Assessments are made and shared to inform subsequent communications plans.
