Communicate the right messages in all of your marketing materials
(Last part in a series on helping you plan and execute your marketing communications pieces. Read Part 1, Accomplish your marketing goals with a well-developed marketing plan and Part 2, Set the tone with the creative platform)

How does the document guidelines form fit with the marketing plan and creative platform?

A marketing plan defines your overall marketing activities, and a creative platform defines the visual theme, color palette, and "personality" of all your marketing communications pieces.

A document guidelines form applies the creative platform to each marcom piece—whether it's a brochure, Web page, white paper, article, or press release—and includes key information, such as target audience, key messages, competitive differentiator, and the call to action.

Other information in a document guidelines form may include the types of visuals needed, the medium (print, Web, television, etc.), and a schedule for each piece. For an example of a document guidelines form, take a look at the one we use with our clients.

More consistent marketing with a document guidelines form

At Jumping Bean, we fill out a document guidelines form for every marketing project we start with a client. By completing a document guidelines form, we:

• Show our clients the direction of each marketing piece
• Demonstrate that we understand the key messages, target market, and other important aspects of each document
• Give our clients an opportunity at the very beginning to make changes

By completing a document guidelines form (or creative brief, as it's also called), the writers and designers on your team can ensure they're communicating the right messages and targeting the right audience for each piece. The result: More consistent marketing that leads to increased mindshare, more leads, and improved sales.

For more information on developing a marketing platform, creative platform, or document guidelines form, contact Jumping Bean at (773) 562-6093 or send an email to info@jumpbean.com.

If you found this article interesting and insightful, forward it to a friend or coworker, or point them to www.jumpbean.com.

Resources

Kiamy, Dee: High-Tech Marketing Companion. Reading, Massachusetts: Addison Wesley, 1993.

King, Janice M.: Writing High-Tech Copy That Sells. New York: John Wiley & Sons, Inc., 1995.

Jumping Bean Document Guidelines Form

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