The quarterly publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/27607
E-card technology distributes holiday joy. N ear the end of the year, every firm goes through some sort of anguish when the annual holiday card project rears its ugly head. What should be an enjoyable project has been tainted by years of enduring the long, drawn-out process of sending clients traditional paper cards. However, with the application of technology, the annual holiday card project can be more efficient, cost-effective, environmentally friendly and a greater interactive experience for the firm and its clients. Witness the rise of the interactive holiday e-card. Determining Whether to Do It Yourself When firms decide to go with e-cards, their next decision is whether to manage the project in-house or outsource some or all of the steps to an agency. The following four points should be considered when approaching an e-card project: • Time: What is the total amount of time required to manage the project in-house versus the time needed to liaise with the agency? • Resources: How many staff (technologists, creative, data managers, etc.) are required for the project and how will this affect their regular duties? • Expertise: How many holiday e-cards has your team successfully delivered? If you are using an agency, thoroughly investigate their track record. the key components that would drive their creative concept: “SKGF is an IP law firm known for its technical know-how and intellectual curiosity. We wanted a holiday e-card that would build on our established brand, take a leap technically, conserve paper, and wish our clients and friends happy holidays in a clever, entertaining and memorable way.” Many firms start out with big ideas and good intentions that get watered down along the way. If your firm has a clear direction, stick to it and make sure it’s well communicated to your creative team. In order to ensure a smooth process, form a small committee who will have total control over creative sign-off. The project process — from conception through delivery — is fairly straightforward: “There are three fundamental components to a holiday e-card project: creative, distribution and data.” • Price: The true cost not only includes any agency fees, but also the time and resources outlined above. Whether you end up doing the work in-house or using an agency, there are three fundamental components to a holiday e-card project: creative, distribution and data. Creative To many firms the holiday e-card serves a greater purpose than simply sharing best wishes; it is also a means of presenting the firm’s philosophy, beliefs and personality. With so much at stake, the path to a creative concept can involve the opinions and feelings of many stakeholders (often all the way up to the managing partners). In addition, creative concepts often need to work across various borders, cultures and religions in order to serve the global audience. Tammy Mangan, Director of Marketing at Sterne, Kessler, Goldstein & Fox, identified 1. Briefing and Initial Concepts In order to develop a great idea, you must determine the e-card’s key message, tone of voice, any secondary themes (e.g., anniversary or office move), references and imagery. An initial briefing session allows you to come to an agreement on those details, as well as the creative technology (i.e., Will there be video, Flash animation or a static image? Will the e-card play from start to finish, or will it be interactive?) Then you’re ready to develop some initial ideas. At Concep, we like to present two or three creative ideas — from conservative to creative. Flash is often the technology of choice as it provides massive flexibility and is cost-effective compared to other animation alternatives. 2. Concept Development and Storyboard Once your firm has approved a concept and direction, you can develop a graphic treatment and storyboard. The treatment is a representation of what the final visual might look like, and may be presented as either a color mock-up or as a link to a preexisting example. The storyboard takes things a step further and usually illustrates key frames throughout the animation. In the case of interactive e-cards, it will also show key “states” of the e-card (e.g. mouseover or clicks) and give a written explanation as to how the final piece will react to user input. This is the most critical phase of the creative process. Modifications made to creative concepts, visual treatments and interactive behaviors must occur during this stage in order to avoid delays and additional costs further down the line. It’s also the hardest phase to complete because it requires final decision makers to imagine the animation based on still images. Peer to Peer the quarterly magazine of ILTA 81