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Stefan Winkler's presentation at the 2014 CopyPress Unconference in Chicago
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UNCON F E R ENC E
2 0 1 4
Steps to Keep Large Content Projects on Track
UNCONF E R ENC E
2 0 1 4
Presented by | Stefan Winkler
Stefan Winkler
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+ Sgt. Winkler Combat Photojournalist, USMC
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Partner/Dir. Marketing, InfiniteNine
Former VP Operations, CopyPress
韦腾风 (Wei TengFeng)
Current VP Client Services, CopyPress
Content campaigns for brands like:
BEFORE MONICA
Content Projects Gone Bad
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Content Projects Gone Bad
How the client
explained it
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Content Projects Gone Bad
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How the content strategist envisioned it
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Content Projects Gone Bad
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How the production lead understood it
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Content Projects Gone Bad
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How the
style guide
documented it
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Content Projects Gone Bad
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How the creatives produced it
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Content Projects Gone Bad
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How the search team optimized it
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Content Projects Gone Bad
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When it was delivered
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Content Projects Gone Bad
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What the client really needed
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Why Big Projects Go Bad
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Vague Instructions
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Ambiguous Objectives
Obscure Audience
Intangible Descriptors
Anemic Style Guide
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Poor Management
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Failure to Test
Failure to Communicate
Inadequate Quality Control
Multiple Chefs
Unreasonable Timelines
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Occasionally, I’ll hit somebody with my car ... So sue me.
- Michael Scott
Scalable Content Process
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Error rate dropped from+
15%
3%
Gathering Tangible Information
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Gathering Tangible Information
Clarify Objectives
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Gathering Tangible Information
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+ Understand Audience
Gathering Tangible Information
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+ Crystalize Concepts
Gathering Tangible Information
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+ Pinpoint Examples
Gathering Tangible Information
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Pinpoint Examples+
Craft a Comprehensive Guide
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Grammer
Tone/Voice
Formatting
Optimization
Concrete Examples
Brand Trademarks
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Test, Then Scale
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Outline
Sample Piece
Wireframe
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Quality Control
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Communication
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You’re angry. With who?
Timely Communication
Milestone Approvals
Meaningful Feedback
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One Chef
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Final on Style Guide
Manage Expectations
Manage Timelines
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Don’t Short the Process
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Questions?
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Stefan Winklerswinkler@copypress.com
@stellarstef
310.598.9994
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