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Vincent Van Gogh
The focus of process design can range from one particular area of marketing (for example Brand Experience Planning) to the full scope of marketing (sometimes called Ways of Marketing). It may involve designing a completely new process, or simply evolving and optimising an existing process. Typically, a process will include principles, steps, activities, tools and responsibilities.
Our fundamental belief is that a process should not be a straitjacket that hinders thinking and creativity. A well-designed process should make the task more efficient and enjoyable, and collaboration smoother and more effective. It should also balance the need for rigour with the desire for simplicity. A highly detailed and complex marketing process is unlikely to be adopted; every marketing team has the talent and potential within it, they just want a consistent way of working and the tools to get on with the job.
Understand the issues and opportunities with the current way of working, and the From-To in performance that the new process needs to enable.
Establish the guiding principles and map the new process at a high level; typically this will be done through one or more collaboration workshops.
Build out the process steps, develop key tools and create the visual identity for the new process, bringing everything together into a single, logical guide.
We have process design experience across a range of marketing disciplines:
We designed a new brand experience planning process and set of tools for Kellogg Europe, launched through a series of events and learning sessions, supported by a comprehensive on-the-job guide and toolkit.
How long do Process Design projects typically last?
Timelines vary depending on the scope and complexity of the process, the number of stakeholders, and the degree of “evolution vs revolution” to be achieved, however a typical project ought to be in the region of 2-4 months.
How involved do we need to be during the project?
Although Reef usually lead the process design work, the best processes are designed in a collaborative way to ensure they meet the needs of the business. We discuss expectations with our clients at the outset to ensure the involvement of different stakeholders is reasonable and achievable.
What can we expect at the end of the project?
A new process should be captured in a logical, navigable guide, setting out the steps, tasks, roles & responsibilities, outputs, and any tools. This is then the single reference document from which to create any learning experiences or resources.
Question Four
