RE: Integrating across channels

Kelvin,
  I am not certain why the copy would change in the design revisions.  It
seems to me that the original secification would be used for copy, and
the client approved design specifiation would be used for the web work. 
I can see how this process seems like it should work, in that the links
don't show in the design, and thus would only inhibit the visualization
for the client.  Furthermore, they are irrelevant to the overall visual
design (beyond the blue underlines, of course, if they _should_ be
visible in the end product.) I am basing this on the assumption that the
print is used only as a comp for the client's approval and that the
original specification is passed along with the design approved one.

In a nutshell: there shouldn't be a game of matching copy to design.  The
copy should be the same throughout.  IF the client changes the copy then
it should reflect throughout.

> On Aug 27, 2004, at 6:03 PM, Green, Kelvin wrote:
>
>> Any advice on the how to resolve the situation depicted below would be
>> greatly appreciated.
>>
>> I work for a marketing and design firm in the interactive department.
>> Since our projects often cross channels, we've having a bit of a
>> problem
>> during handoffs from client-approved layout to client-approved coded
>> page.
>>
>> Depending on the budget, the following steps are usually the
>> foundation we follow. To our advantage and disadvantage, the following
>> steps are rooted from a print perspective. Ideally, an informed
>> approach would allow for multi-service (i.e. Online and offline)
>> production cycle.
>>
>> The following steps are typically followed:
>>
>> 1] The copywriter writes "web-friendly" copy in Microsoft Word ands
>> gives it to the "print" brand designer for layout.
>>
>> 2] The designer only uses the "print-friendly" portion of the copy for
>> the layout, so URL string paths and ALT tags are left off at this
>> stage.
>>
>> 3] The layout goes through proofing (as a print out or as PDF/JPG) and
>> then off to the client for review and approval.
>>
>> 4] The client reviews and suggests revisions which are made directly
>> to the print layout.
>>
>> 5] The designer makes suggested revisions and puts the revised layout
>> in
>> proofing and then off to the client for review and approval.
>>
>> 6] The client approves.
>>
>> 7] The approved print layout comes to my department for development.
>>
>> While a blue line "can" communicate a hypertext link, it doesn't mean
>> anything to my development team without the underlying URL. ALT tags
>> would be helpful too.
>>
>> 8] The account manager advises to use the client-approved layout while
>> the copywriter advises to use the original copy (since that's where
>> the Web-friendly copy lives).
>>
>> Then the race is on to compare the original copy document to the
>> approved client layout and correct the copy and strip out the
>> formatting
>> so it can be easily integrated into coded layouts.
>>
>>
>> We waste time trying to integrate copy across the print and
>> interactive channels.
>>
>>
>> My question is: What steps have you found that work when developing
>> copy
>> for print and online deliverables?
>>
>>
>> Much thanks.
>>
>> K!
>
>
>
>
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