Optimizing Your Ad Production Spend

This event is over.

 

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Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

Presenter

1

Setting the Stage

Learn

:30M

  • Welcome and Expectations
  • Introductions
  • Objectives and agenda

Jillian Gibbs

2

Production Process:

Planning & Creative Development Phase

 

Learn

:30M

  • Understand how to plan and budget appropriately at the beginning of a project
  • What are your roles and responsibilities during budgeting and creative development?
  • What are the trade-offs of shorter schedules?

 

Jillian Gibbs / APR

Experience

:15M

  • Group: View and discuss examples of creative concepts, budgets, and kick off agendas

Group

Apply

:15M

  • Walk through an example project and apply learnings charting your roles and responsibilities on the process framework chart

Group

 

Break

 

:15M

 

 

3

Production Process:

  • Bidding/Discovery Phase
  • Pre-Production /
    Design Phase

 

 

Learn

:40M

  • Learn the questions to ask during bidding and digital discovery phases before you award the job
  • Understand the repercussions of postponement and cancellation
  • Understand best practices for casting and locations
  • What is a shooting board or shot list?
  • What is happening in the design phase for digital?  What are UX and IA deliverables?

Jillian Gibbs / APR

Experience

:10M

  • Group discussion of real-life examples

Group

Apply

:10M

  • Walk through an example project and apply learnings by charting your roles and responsibilities on the process framework chart

 

4

Production Process

  • Shoot / Development Phase
  • Post-Production / Delivery Phase

Learn

:30M

  • Understand your role when on a shoot.
  • Why is a launch checklist important?
  • When are overages appropriate?
  • What are the key items to review during post-production and how can you contain cost overages in this stage?

 

 

Jillian Gibbs / APR

 

Experience

:10M

  • Give examples and best practices of brand responsibilities on a shoot or during development of a digital project.

Group

Apply

:05M

  • Walk through an example project and apply learnings by charting your roles and responsibilities on the process framework chart

 

 

Lunch

 

:45M

 

 

6

Cost Drivers and Optimizers

Learn

:60M

  • Learn how to bring costs under control by understanding your production’s most significant cost drivers. 
  • How does the genre, choice of vendor, length of the production and post process affect your costs?
  • Learn the basics of SAG-AFTRA talent and classifications

Jillian Gibbs / APR

 

 

Experience

:15M

  • Game: Apply genre learnings to a higher/lower price tag game and discuss

Group

 

 

Apply

:15M

  • Exercise: Small teams view creative concepts and ballpark costs using cost driver learnings.

Group

 

Break

 

:15M

 

 

7

2015 Industry Trends

Learn

:60M

  • Learn industry trends such as integrated production, content production strategy, preferred vendor deals, leveraging assets, etc.

 

Jillian Gibbs

 

 

Experience

:15M

  • Discuss client case studies and the pros and cons of the different ideas presented.

Group

 

 

Apply

:15M

  • Exercise: Brainstorm new trends, related challenges, and impact of those trends.

Group

8

Learning Reflection and L.E.A.D. Action Plans

Discover

:30M

  • Identify current key challenges and goals
  • Using L.E.A.D. action plan sheet, implement action plan to enhance each participant’s ad production process going forward.   

Group

 

When
Begins:Thursday, October 8, 2015 at 8:30am
Ends:Thursday, October 8, 2015 at 5:00pm
Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Jillian Gibbs

Jillian Gibbs founded Advertising Production Resources (aka APR Consulting), a global content creation optimization consultancy that helps marketers determine how to define and implement an efficient modern content creation ecosystem. She has been a member of the ANA faculty since 2009 and is recognized throughout the industry as a thought leader in the marketing production space. She and her dynamic team of specialized experts facilitate our Advertising Production Masterclass: What Marketers Need to Know workshop and other video/print/digital/social/experiential production trainings.