In order to maintain consistent branding, we have to have a process that enables easy understanding of the guidelines and also provides for review of collateral when there is more than simple customization. The brand guidelines will provide specific examples of what we can and can’t do. We will also have a template system that should facilitate ease of development and the ability to stay within brand guidelines, but there will be occasions that something new is requested or a template must be modified to fit a particular situation. The following rules of approval are provided to help determine when something in development must be approved.

2. New Collateral

3. Any new collateral that is not in existence and will require copy development, or has a design outside of existing templates requires approval. This would include new industry, service line literature, advertising, or modification of existing brand approved messaging.

4. Step 1) A project submission form should be submitted to the Go To Market Service Production Manager, describing the target audience, and the reason why this new collateral is required.

5. Step 2) The Production manager will submit the request to the Director and any approving Line of Business Leaders or Industry Leaders (Each Line of Business meets once per month to review “ideas” for new content and collateral).

6. Step 3) Once the idea/project is approved the work can be started. It is expected that the GTMS team will be involved, as will the national agency, unless otherwise directed by the GTMS Director.

7. Advertising or demand generation pieces that do not use existing templates, and require new copy/offer development, must be submitted as an idea and approved before any work is to begin (See process above).

8. All photography must be approved.

9. Step 4) Once the content/collateral is developed the draft is submitted to the proper approving bodies. Lines of Business require two weeks for review.

10. Built from approved template elements:

11. Collateral/advertising developed from existing templates, which would include the ability to choose copy, design, and Headline. Only address and contact information is changed. NO approval is required.

12. Collateral/advertising developed from existing templates in which the headline is changed. No Approval is required.

13. Collateral/advertising developed from existing template and more than new copy must be developed, requires approval.

14. Outside agency or freelancer used

15. All drafts must be reviewed and final approved by GTMS Production Manager or the Sr. Director.

16. Process for approval would follow submission much like that for a web submission or project submission for the approved agency.

17. Alteration or creation of existing brand messaging

18. Just as in a design or look, the firm has developed messaging that is meant to support the brand. This messaging can be a “tag line,” copy used in national advertising or in a press release.

19. Any modification of existing messaging requires review and approval, even if a singular word is changed.

20. The need to create new messaging specific to a situation must be approved by GTMS.

21. Public Relations

22. Public Relations templates and “about us” messaging are available as marketing tools as well.

23. Ask the Public Relations Department Sr. Director for more information

24. Contacts:

25. Production Manager, Go To Market Services – Linda Hill

26. Sr. Director Go to Market Services – Eric Webb

27. PR Sr. Director – Betsy Weinberger

28. Approval Matrix

29. Designation of CollateralDescriptionApproval Required/WhoTimingNewNew collateral for new industry or service line, or other need that does NOT currently exist.This could include web content as well.Approval is requiredCorporate CommunicationsLines of Business (If Applicable)Industry (If Applicable)3-5 days for “idea” approval. IF involves a Line of Business they meet to review ideas at the beginning of each month. Production plan must be included (see “idea” submission form)DRAFT review and approval requires 5 days. IF LOB required, it takes 10 working days.Template Modification If you are using a template but require new copy, pictures or a modification of the template.Approval is requiredCorporate CommunicationsLines of Business (If Applicable)Industry (If Applicable)3-5 days for “idea” approval. IF involves a Line of Business they meet to review ideas at the beginning of each month. Production plan must be included (see “idea” submission form)DRAFT review and approval requires 5 days. IF LOB required, it takes 10 working days.Existing TemplateExisting template and elements from library are used. Messaging is standard to national programNO approval requiredNo review required. Build within system should handle need.MessagingMessaging includes tag lines, descriptors, headlines, and key points. There may be an occasion to modify messaging.Approval is requiredCorporate CommunicationsLines of Business (If Applicable)Industry (If Applicable)DRAFT review and approval requires 5 days. IF LOB required, it takes 10 working days.

30. Time frame by LOB

32. Look first, create second. Use existing pieces rather than create new. In most instances, collateral exists for what you want to do. With a few modifications you can have what you need; just look for it and ask national marketing first.

33. Collaborate. With our shared and centralized systems, it’s easier than ever to collaborate when developing advertising, demand generation or even events. Searching out advice and practices of others in the firm will make your job much easier.

34. Don’t duplicate effort when developing marketing campaigns. You can’t be everywhere at once and each EU (region) has expertise in different areas. Rather than having to develop a whole marketing plan for an industry that your region is not expert in, go to one that has that practice or industry as a primary focus and ask to just be part of their campaign efforts.

35. Stand up for the brand. You may not like the brand “look” or “messaging” and the client servers you work with may not either, but it’s not your role or their role to change it at will. Research and primary studies went into the development of the brand and as a global entity; any departure from it dilutes the messages, confuses audiences and helps the competition. No one would allow you to change attest or tax “approaches” and you can’t let them develop collateral outside of the guidelines.Comments<br />