Every day clients are contacting graphic design firms to facilitate the process of conveying information to an audience. The design team task with the responsibility of combining images, words and ideas will first meet with the client. The purpose of their meeting will be to sort out some fundamental questions during a creative brief. Who is the client? What is their business or industry? What is their track record? Where are they based?
The creative brief is critical to the success of every graphic design project. When filled out correctly a creative brief will provide the guidance needed to understand the needs of your clients. The data gathered will provide insight into:
• Client’s timeline
• Deliverables
• Target audience
• Budget
• Decision makers (approvers)
All of this information once gathered should be maintained in a master file. That way it can be referred back to repeatedly should the client request your services again. Thus, a well-maintained data management file can be a tremendous asset to creative directors.
Beyond Data Management
Management of data files is not new. However, with the arrival of today’s technology solutions, we have entered the age of master data management strategy (MDM). The goal of master data management is to provide synchronization to the most critical pieces of data in a company. In most instances, these data relate to customers or products, but any subject matter in need of synchronization could be a candidate.
The first thing that MDM solutions will do is provide a focal point where trusted information can be accessed and cross-checked against information coming from uncertain sources. The purpose is to maintain a database which you can refer to with confidence.
The next thing MDM solutions will do is produce the underlying infrastructure which allows all departments or subsidiaries the ability to access the same reliable data set. That ensures the data used throughout the organization is correct and consistent.
Lastly, to address the quality of data, a third-party data source may be introduced as part of the strategy. This outside information serves as another filtering and verification step. The intention is to be as sure as possible that the data is trustworthy.
A master data management strategy is only useful if utilized by the creative director and his or her team at every step along the way from the client design briefing to the completion of the project. Each contact with your customer from sales to billing should go through the master data management file.
Adherence to MDM avoids redundant actions coming from different departments within the same organization. The net result is a firm which presents itself as a single entity working efficiently to complete design projects. The alternative is a clumsy haphazard approach where everyone contacts clients from their Rolodex. The sales department would then call the same client multiple times to set up appointments, while the billing department calls clients to collect payments that were already received. Neither of these scenarios is good for business. Each is a realistic example of how a master data management strategy can benefit graphic design customers and designers.
Author Bio: Adrian Rubin is a freelance writer and photographer.
