Optimizing Your Ad Production Spend

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#	Module	L.E.A.D. Learning Approach	Time	Learning Experience Summary	Presenter
1	Setting the Stage	Learn	:30M	Welcome and Expectations Introductions Objectives and agenda	Jillian Gibbs
2	Production Process: Planning & Creative Development Phase	Learn	:30M	Understand how to plan and budget appropriately at the beginning of a project What are your roles and responsibilities during budgeting and creative development? What are the trade-offs of shorter schedules?	Jillian Gibbs / APR
		Experience	:15M	Group: View and discuss examples of creative concepts, budgets, and kick off agendas	Group
		Apply	:15M	Walk through an example project and apply learnings charting your roles and responsibilities on the process framework chart	Group
	Break		:15M
3	Production Process: Bidding/Discovery Phase Pre-Production / Design Phase	Learn	:40M	Learn the questions to ask during bidding and digital discovery phases before you award the job Understand the repercussions of postponement and cancellation Understand best practices for casting and locations What is a shooting board or shot list? What is happening in the design phase for digital? What are UX and IA deliverables?	Jillian Gibbs / APR
		Experience	:10M	Group discussion of real-life examples	Group
		Apply	:10M	Walk through an example project and apply learnings by charting your roles and responsibilities on the process framework chart
4	Production Process Shoot / Development Phase Post-Production / Delivery Phase	Learn	:30M	Understand your role when on a shoot. Why is a launch checklist important? When are overages appropriate? What are the key items to review during post-production and how can you contain cost overages in this stage?	Jillian Gibbs / APR
		Experience	:10M	Give examples and best practices of brand responsibilities on a shoot or during development of a digital project.	Group
		Apply	:05M	Walk through an example project and apply learnings by charting your roles and responsibilities on the process framework chart
	Lunch		:45M
6	Cost Drivers and Optimizers	Learn	:60M	Learn how to bring costs under control by understanding your production’s most significant cost drivers. How does the genre, choice of vendor, length of the production and post process affect your costs? Learn the basics of SAG-AFTRA talent and classifications	Jillian Gibbs / APR
		Experience	:15M	Game: Apply genre learnings to a higher/lower price tag game and discuss	Group
		Apply	:15M	Exercise: Small teams view creative concepts and ballpark costs using cost driver learnings.	Group
	Break		:15M
7	2015 Industry Trends	Learn	:60M	Learn industry trends such as integrated production, content production strategy, preferred vendor deals, leveraging assets, etc.	Jillian Gibbs
		Experience	:15M	Discuss client case studies and the pros and cons of the different ideas presented.	Group
		Apply	:15M	Exercise: Brainstorm new trends, related challenges, and impact of those trends.	Group
8	Learning Reflection and L.E.A.D. Action Plans	Discover	:30M	Identify current key challenges and goals Using L.E.A.D. action plan sheet, implement action plan to enhance each participant’s ad production process going forward.	Group

Instructors

Jillian Gibbs

Jillian Gibbs founded Advertising Production Resources (aka APR Consulting), a global content creation optimization consultancy that helps marketers determine how to define and implement an efficient modern content creation ecosystem. She has been a member of the ANA faculty since 2009 and is recognized throughout the industry as a thought leader in the marketing production space. She and her dynamic team of specialized experts facilitate our Advertising Production Masterclass: What Marketers Need to Know workshop and other video/print/digital/social/experiential production trainings.