营销创业课件 内容计划

1、Content Haves and Have NotsInteractive Creative TeamtoProducerThis checklist is used to help Creatives determine (upon inspection of content given) what content is useful, what content is still needed, and where the content goes. Get a copy of the site map to help you.MAXWELL HOUSE COFFEE WEBSITEq F

2、rom the given content, determine which pieces of content given fit to certain sections of the site (i.e. company brochure has information about the history of the company, this information can go under the history section of the site; the company brochure has information on products, this can go und

3、er the products section; this is very elementary but should be well though-out, revised and edited by a staff copywriter in the Interactive Team.)q If there are sections that are to introduce or to detail products or services, an introduction must be either provided or written internally. Make a lis

4、t of all the introductions you will need.q Instructional text must be either provided or written. This text is used when telling the user how to do something, how to fill in a form, how to play a game, how to enter the contest etc. Make a list of all the instructional texts you will need.q User Mess

5、ages come in the following format (list all the user message texts you will need):q Email message templates must be provided or written internally (i.e. messages that get sent to users who are on a mailing list, these messages must have branded content, what is going to be said to the user when she/

6、he receives the latest events from the Client?)q Thank you message templates must be provided or written internally (i.e. messages that appear after someone has filled out a form, email messages that thank the user for entering the contest or joining the mailing list)q Error message templates must b

7、e provided or written internally (i.e. messages that inform the user that an error has occurred either in the processing of information either, most often from a form)q Determine what images are available (i.e. what does print have as far as ads and book resources, what does the TVC contain as far a

8、s visual concept combined with sound and motion)q Label all text content as “Have” and “Have Not”, make sure you know where each piece is to goq Label all image content as “Have” and “Have Not”, make sure you know where each image is to goq Label all audio content as “Have” and “Have Not”, make sure

9、 you know where each sound is to go as well as what kind of sound youre looking for. (i.e. Classical, fade in and fade out.)q Label all video content as “Have” and “Have Not”, make sure you know where each video piece is to go as well as what kind of video youre looking for. (i.e. TVC or other stock

10、 video.)q Write a Content Report which lists all the content you have, all the content you need, and where each piece of the content goes.List all the major pieces of content that you have received from the Producer on the left side, list where each piece goes on the right:MH company information, hi

11、story (label A)MH corporate information areaMH Product line information (label B)MH corporate information / productsMH Product cost information (label C)MH corporate information / productsMH gift box information (label D)MH corporate information / productsMH Radio Program listing (label E) *T*MH cor

12、porate information / promotionsMH Coffee Recipes (label F, available from website: /) *T*Coffee Culture / Recipe tipsThe Story of Coffee book (label G) *T*Coffee Culture / Main IntroductionThe Story of Coffee book (label H) *T*Coffee Culture / Main Introduction continuedThe S

13、tory of Coffee book (label I) *T*Coffee Culture / Different coffees main introductionThe Story of Coffee book (label J) *T*Coffee Culture / Recipe tips main introductionList all of the introduction and details texts that will be needed on the left, list where they go on the right:Promotions introduc

14、tionMH corporate information / promotionsMore Promotions contentMH corporate information / promotionsDifferent coffees section detailed coffee descriptions (latte, cappucino, espresso) Coffee Culture / Intro to different coffees User-placed articles introductionCoffee Culture / Articles by usersHot

15、Topic homepage introduction (including: full intro text, persuasive text for recommending new topic, link text for posting articles and posting votes)Hot Topic Homepage main introduction pageList all of the instructional texts that will be needed on the left, list where they go on the right:Hot Topi

16、c how-to-join process instructionsHot Topic Homepage main introduction pageUser Agreement textLogin RegistrationUser-Articles how-to-post instructionsCoffee Culture / Articles by usersList all of the User Message texts that will be needed on the left, list where they go on the right:Standard Error m

17、essage textGeneral form error pagesThank you message text for initial registration of new usersLogin Registration of new usersEmail message template for new users email of passwordLogin Registration of new usersInsert passord textLogin Registration of old usersChange password textLogin Registration

18、of old usersForgot password textLogin Registration of old usersForgot password email message template to mail user password directly to themLogin Registration of old usersEmail message template requesting submitter to write another message, the one they submitted before was cancelled by O&M moderatorModerator Editing / FailEmail message tem