Project Reference Guide (Bible)

Draft 1.06th June 2010

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Project Reference Guide (Bible)

Table of Contents

1Management Summary

2Project Definition

2.1Goals

2.2Scope

2.3Success criteria

2.4Target audience

2.4.1Definition

2.4.2Where they gather

2.4.3Quality expectations

2.4.4Engagement

2.5Business case

2.6Team

3Project Development

3.1Concept

3.2Synopsis

3.3Plot & premise

3.4Principal characters & cast

3.5Art direction

3.6Audience experience timeline

3.7Design summary

3.8Bespoke technical development required

3.9Licensing & copyrights

3.10Community management

4Project Design

4.1Timeline

4.2Languages & geo-restrictions

4.3Touchpoints

4.3.1Offline

4.3.2Online

4.4Calls to action

4.5Scheduled content

4.6Event-driven content

4.7Interactivity

4.7.1Desktop

4.7.2Mobile

4.7.3Performance

4.8Gaming

4.8.1Puzzles

4.8.2Levels

4.8.3Rewards

4.9Asset list

4.10Capacity planning

4.11Merchandise

4.12For brand clients: Integrated Marketing Communications

4.12.1Advertising

4.12.2Public relations

4.12.3Direct marketing

4.12.4Interactive

4.12.5Social media

4.12.6Sales promotion

4.13For entertainment clients: Audience Building

4.13.1Owned Media

4.13.2Paid Media

4.13.3Earned Media

4.14Execution

4.15Controls

4.15.1Real-time analytics

4.15.2Measurement

4.15.3Escalation

5Mythos

5.1.1Characters

5.1.2Timeline – events, wars, treaties

5.1.3Topography & maps - locations/states/cities

5.1.4Population

5.1.5Culture

5.1.6Religion

5.1.7Language

5.1.8Economy

5.1.9Science & Technology

5.2Future stories

6Project Delivery

6.1Audience building

6.2Production

6.3Implementation

6.4Testing

6.5Launch

6.6Operation

6.7Measurement

1Management Summary

2Project Definition

2.1Goals

2.2Scope

2.3Success criteria

2.4Target audience

2.4.1Definition

2.4.2Where they gather

2.4.3Quality expectations

2.4.4Engagement

2.5Business case

2.6Team

3Project Development

3.1Concept

3.2Synopsis

3.3Plot & premise

3.4Principal characters & cast

3.5Art direction

Description of director’s vision, mood boards and mise en scène.

3.6Audience experience timeline

Example:

3.7Design summary

STORY / AUDIENCE / PLATFORMS / BUSINESS MODEL / EXECUTION

3.8Bespoke technical development

3.9Business model

3.10Licensing & copyrights

3.11Community management

4Project Design

If project is in several phases then consider creating new Level 1headings such as

4. Project Design: Phase 1

5. Project Design: Phase 2

4.1Timeline

4.2Languages & geo-restrictions

4.3Touchpoints

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.

4.3.1Offline

4.3.2Online

4.3.3Mobile

4.4Calls to action

Insert table like this example.

Audience Experience / Call To Action / Reward
1 / John and fellow Rainbow Freedom Fighters perform spontaneous dance performancesaround 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)
2 / The History of Colour Warswebsite contains:
Videos
Our videos of dance performance
Uploaded user-generated videos / Offer of prize for the best video / What’s the prize and who’s providing it?
Rabbit holes:
The Rainbow Fighters Call to Arms / How 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)
Mythos
The Rainbow Cause
How-to information
How to create your own flash dance event
Rebel TV
uStream embedded player for broadcasting of live events (see 6. and possibly 1. Where possible)
Social media sites
Facebook / Standard logo / ?
MySpace / Standard logo / ?
YouTube / Standard logo / Other people’s videos?
Twitter (for which charaters?) / Special graphic? / Why follow? Updates? Specials?
3 / Rainbow Fighters Call to Armswebsite contains:
Mission to crack the Government’s security / How is this mission revealed/ presented?
Mission destroy John and his Gang’s identity records / How is this mission revealed/ presented?
Mission disrupt the Government’s plans for their next attack / How is this mission revealed/ presented?
4 / Government websitethat must be hacked
Security hacked / What’s the puzzle? / Graphic novel #1
Identity destroyed / What’s the puzzle? / Graphic novel #2
Plans disrupted / What’s the puzzle? / Graphic novel #3
5 / Graphic novels
Novel #1 contains story about…?? / Final panel of novel contains longitude of cinema (6) / Longitude
Novel #2 contains story about…?? / Final panel of novel contains date and time of cinema screening (6) / Date & time
Novel #3 contains story about…?? / Final panel of novel contains latitude of cinema (6) / Latitude: all information for next event now available.
6 / Cinema screening of “Fight or Flight” which is also broadcast across web (see 2.5) / END

4.5Scheduled content

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.

4.6Event-driven content

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.

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.

4.7Interactivity

4.7.1Desktop

4.7.2Mobile

4.7.3Performance

4.8Gaming

4.8.1Puzzles

4.8.2Levels

4.8.3Leaderboards

4.8.4Rewards

4.9Asset list

4.10Platforms

4.11Capacity planning

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.

4.12Merchandise

4.13For brand clients: Integrated Marketing Communications

4.13.1Advertising

4.13.2Public relations

4.13.3Direct marketing

4.13.4Interactive

4.13.5Social media

4.13.6Sales promotion

4.14For entertainment clients: Audience Building

4.14.1Owned Media

4.14.2Paid Media

4.14.3Earned Media

4.15Execution

4.16Controls

4.16.1Real-time analytics

4.16.2Measurement

4.16.3Escalation