Understanding the architecture of a digital media network is essential to the development and delivery of effective creative content. The sophistication of the head-end, the capacity of the network, the quantity, type and shape of the displays and their location all impact the content strategy. Conversely, a well designed network considers the requirements of a well planned creative strategy. System design and content strategy are mutually dependent exercises.

Business Discovery–Planning and Definition Deliverables

THE CREATIVE BRIEF

Discovery phase deliverables include the creative brief document. The creative brief is a simple, clear, concise document that synthesizes data gathered from numerous sources and insight. It guides the development of compelling and successful communication. The Creative Brief embraces these characteristics:

• brief and to the point
• forms a bridge between strategic and creative thinking
• brings things into sharp focus
• provides inspiration
• identifies marketing strategy and components for content compatibility 

CONTENT STRATEGY

Content strategy matrix encompasses content planning, creation, publication, and governance. The Content strategy determines what content is needed on the network, how that content will be obtained and maintained as well as ensure that it is useful, usable, and desirable. It also identifies existing digital marketing materials that can be repurposed and deployed on network.

CONTENT DESIGN

Blue Pond Media utilizes a concept to create modular network material that can be easily added, replaced, or updated on an individual level without requiring redelivery of all network content. Using this technique we will create discreet assets used in the video mix to provide brand identity, product information, ambient images and sound.

In collaboration with Customer deliverables for the design phase include storyboards, playlists, schedules, and representative style frame graphics for the asset types identified in the content strategy matrix. The design of these elements will follow the guidelines set forth in the Creative Brief and follow brand style guidelines provided by Customer.

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