Empty template to be used by Transmedia Producers on their projects

1. TITLE Caps MERGEFORMAT Project Reference Guide (Bible)<br />www.transmediastoryteller.com<br />Template 1.06th June 2010<br />Change Control<br />Document origin<br />NameJob TitleDate<br />Document HISTORY<br />VersionAmendmentIssued<br />Table of Contents TOC quot;
1-3quot;
1Management Summary PAGEREF _Toc283220724 62Project Definition PAGEREF _Toc283220725 62.1Goals PAGEREF _Toc283220726 62.2Scope PAGEREF _Toc283220727 62.3Success criteria PAGEREF _Toc283220728 62.4Target audience PAGEREF _Toc283220729 62.4.1Definition PAGEREF _Toc283220730 62.4.2Where they gather PAGEREF _Toc283220731 62.4.3Quality expectations PAGEREF _Toc283220732 62.4.4Engagement PAGEREF _Toc283220733 62.5Business case PAGEREF _Toc283220734 62.6Team PAGEREF _Toc283220735 63Project Development PAGEREF _Toc283220736 63.1Synopsis PAGEREF _Toc283220737 63.2Concept PAGEREF _Toc283220738 63.3Plot & premise PAGEREF _Toc283220739 73.4Principal characters & cast PAGEREF _Toc283220740 73.5Art direction PAGEREF _Toc283220741 73.6Platform Actionn Chart PAGEREF _Toc283220742 73.7Design summary PAGEREF _Toc283220743 73.8Bespoke technical development PAGEREF _Toc283220744 83.9Business model PAGEREF _Toc283220745 83.10Licensing & copyrights PAGEREF _Toc283220746 83.11Community management PAGEREF _Toc283220747 84Project Design PAGEREF _Toc283220748 84.1Timeline PAGEREF _Toc283220749 84.2Languages & geo-restrictions PAGEREF _Toc283220750 84.3Touchpoints PAGEREF _Toc283220751 84.3.1Offline PAGEREF _Toc283220752 84.3.2Online PAGEREF _Toc283220753 84.3.3Mobile PAGEREF _Toc283220754 84.4Calls to action PAGEREF _Toc283220755 84.5Scheduled content PAGEREF _Toc283220756 104.6Event-driven content PAGEREF _Toc283220757 104.7Interactivity PAGEREF _Toc283220758 104.7.1Desktop PAGEREF _Toc283220759 104.7.2Mobile PAGEREF _Toc283220760 104.7.3Performance PAGEREF _Toc283220761 104.8Gaming PAGEREF _Toc283220762 104.8.1Puzzles PAGEREF _Toc283220763 104.8.2Levels PAGEREF _Toc283220764 104.8.3Leaderboards PAGEREF _Toc283220765 104.8.4Rewards PAGEREF _Toc283220766 104.9Asset list PAGEREF _Toc283220767 104.10Platforms PAGEREF _Toc283220768 114.11Capacity planning PAGEREF _Toc283220769 114.12Merchandise PAGEREF _Toc283220770 114.13For brand clients: Integrated Marketing Communications PAGEREF _Toc283220771 114.13.1Advertising PAGEREF _Toc283220772 114.13.2Public relations PAGEREF _Toc283220773 114.13.3Direct marketing PAGEREF _Toc283220774 114.13.4Interactive PAGEREF _Toc283220775 114.13.5Social media PAGEREF _Toc283220776 114.13.6Sales promotion PAGEREF _Toc283220777 114.14For entertainment clients: Audience Building PAGEREF _Toc283220778 114.14.1Owned Media PAGEREF _Toc283220779 114.14.2Paid Media PAGEREF _Toc283220780 114.14.3Earned Media PAGEREF _Toc283220781 114.15Execution PAGEREF _Toc283220782 114.16Controls PAGEREF _Toc283220783 114.16.1Real-time analytics PAGEREF _Toc283220784 124.16.2Measurement PAGEREF _Toc283220785 124.16.3Escalation PAGEREF _Toc283220786 125Mythos PAGEREF _Toc283220787 125.1.1Characters PAGEREF _Toc283220788 125.1.2Timeline – events, wars, treaties PAGEREF _Toc283220789 125.1.3Topography & maps - locations/states/cities PAGEREF _Toc283220790 125.1.4Population PAGEREF _Toc283220791 125.1.5Culture PAGEREF _Toc283220792 125.1.6Religion PAGEREF _Toc283220793 125.1.7Language PAGEREF _Toc283220794 125.1.8Economy PAGEREF _Toc283220795 125.1.9Science & Technology PAGEREF _Toc283220796 125.2Series synopsis and arcs PAGEREF _Toc283220797 125.3Future stories PAGEREF _Toc283220798 126Project Delivery PAGEREF _Toc283220799 136.1Audience building PAGEREF _Toc283220800 136.2Production PAGEREF _Toc283220801 136.3Implementation PAGEREF _Toc283220802 136.4Testing PAGEREF _Toc283220803 136.5Launch PAGEREF _Toc283220804 136.6Operation PAGEREF _Toc283220805 136.7Measurement PAGEREF _Toc283220806 13<br />Management Summary<br />Project Definition<br />Goals <br />Scope <br />Success criteria <br />Target audience <br />Definition<br />Where they gather<br />Quality expectations<br />Engagement<br />Business case<br />Team<br />Project Development<br />Synopsis <br />Concept<br />Plot & premise <br />Principal characters & cast <br />Art direction <br />Description of director’s vision, mood boards and mise en scène.<br />Platform Actionn Chart<br />Design summary <br />STORYAUDIENCEPLATFORMSBUSINESS MODELEXECUTION<br />Bespoke technical development<br />Business model<br />Licensing & copyrights <br />Community management <br />Project Design <br />If project is in several phases then consider creating new Level 1headings such as <br />4. Project Design: Phase 1<br />5. Project Design: Phase 2<br />Timeline <br />Languages & geo-restrictions <br />Touchpoints<br />This should list all the places that the audience will interface with the entertainment. It should include URLs, addresses and maps, local contact or event organizer, dates and times when the touchpoint is to be available.<br />Offline<br />Online<br />Mobile<br />Calls to action <br />Insert table like this example.<br />Audience ExperienceCall To ActionReward1John and fellow Rainbow Freedom Fighters perform spontaneous dance performances around the country in public spaces such as shopping malls and precincts.John hands out business cards containing a URL to the History of Colour Wars website.And Twitter ID with #RFF tag?Arrive at (2)2The History of Colour Wars website contains:VideosOur videos of dance performanceUploaded user-generated videosOffer of prize for the best videoWhat’s the prize and who’s providing it?Rabbit holes:The Rainbow Fighters Call to ArmsHow is this URL provided from the HoC website?Arrive at (3)A Hacked Government Website with the Leader’s Mission and his targets (3)How is this URL provided from the HoC website?Arrive at (4)MythosThe Rainbow CauseHow-to informationHow to create your own flash dance eventRebel TVuStream embedded player for broadcasting of live events (see 6. and possibly 1. Where possible)Social media sitesFacebookStandard logo?MySpaceStandard logo?YouTubeStandard logoOther people’s videos?Twitter (for which charaters?)Special graphic?Why follow? Updates? Specials?3Rainbow Fighters Call to Arms website contains:Mission to crack the Government’s securityHow is this mission revealed/ presented?Mission destroy John and his Gang’s identity recordsHow is this mission revealed/ presented?Mission disrupt the Government’s plans for their next attackHow is this mission revealed/ presented?4Government website that must be hackedSecurity hackedWhat’s the puzzle?Graphic novel #1Identity destroyedWhat’s the puzzle?Graphic novel #2Plans disrupted What’s the puzzle?Graphic novel #35Graphic novelsNovel #1 contains story about…??Final panel of novel contains longitude of cinema (6)LongitudeNovel #2 contains story about…??Final panel of novel contains date and time of cinema screening (6)Date & timeNovel #3 contains story about…??Final panel of novel contains latitude of cinema (6)Latitude: all information for next event now available.6Cinema screening of “Fight or Flight” which is also broadcast across web (see 2.5)END<br />Scheduled content<br />This is content for which you can give dates and times. Each item should have a date & time for publication, a project deadline for when they need to be ready and a person responsible for making it happen.<br />Event-driven content <br />This is content made available at no specific date and time but instead when a particular “event” happens such as the solving of a puzzle or when a video reaches x number of views or when the community website has x members.<br />Each item should have the trigger details (what makes this content available), a project deadline for when they need to be ready and a person responsible for making it happen.<br />Interactivity <br />Desktop<br />Mobile<br />Performance<br />Gaming<br />Puzzles<br />Levels<br />Leaderboards<br />Rewards<br />Asset list<br />Platforms<br />Capacity planning <br />What are the requirements for websites in terms of number of simultaneous streams and for physical spaces the occupancy needed or expected. Document typical capacity and any peaks expected including date & time of peaks and expected causes.<br />Merchandise <br />For brand clients: Integrated Marketing Communications<br />Advertising<br />Public relations<br />Direct marketing<br />Interactive<br />Social media<br />Sales promotion<br />For entertainment clients: Audience Building<br />Owned Media<br />Paid Media<br />Earned Media<br />Execution <br />Controls <br />Real-time analytics<br />Measurement<br />Escalation<br />Mythos <br />Characters<br />Timeline – events, wars, treaties<br />Topography & maps - locations/states/cities<br />Population<br />Culture<br />Religion<br />Language<br />Economy<br />Science & Technology<br />Series synopsis and arcs<br />Future stories <br />Project Delivery<br />Audience building <br />Production <br />Implementation <br />Testing <br />Launch <br />Operation <br />Measurement <br />