[下载]AT&T Brand Implementation

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<P>Table of Contents</P>
<P>1 INTRODUCTION 7<BR>1.1 DOCUMENT OBJECTIVES 7<BR>1.2 INTENDED AUDIENCE 7<BR>1.3 GENESIS TEAM MEMBERS 7<BR>1.3.1 Project Communication Plan 7<BR>2 STRATEGY TEAM DELIVERABLES REQUIRED BY GENESIS TEAM 10<BR>2.1 OVERALL REQUIREMENTS 10<BR>2.1.1 Company Name in both English and French 10<BR>2.1.2 Company Positioning Statement 10<BR>2.1.3 Brand Logo 10<BR>2.2 REQUIREMENTS FROM IS NON WEB WORKSTREAM 10<BR>2.3 REQUIREMENTS FROM IS WEB WORKSTREAM 10<BR>2.4 REQUIREMENTS FROM COLLATERAL & TRAINING WORKSTREAM 11<BR>2.5 REQUIREMENTS FROM EVENTS, ADVERTISING AND LAUNCH WORKSTREAM 12<BR>2.6 REQUIREMENTS FROM MONTAGE.DMC WORKSTREAM 12<BR>2.7 REQUIREMENTS FROM PHYSICAL ASSETS AND PRINTED MATTER WORKSTREAM 13<BR>2.8 REQUIREMENTS FROM COMMUNICATIONS WORKSTREAM 14<BR>3 DESIGN AGENCY DELIVERABLES REQUIRED BY GENESIS TEAM 14<BR>3.1 REQUIREMENTS FROM IS NON WEB WORKSTREAM 14<BR>3.2 REQUIREMENTS FROM IS WEB WORKSTREAM 16<BR>3.3 REQUIREMENTS FROM COLLATERAL & TRAINING WORKSTREAM 17<BR>3.4 REQUIREMENTS FROM EVENTS, ADVERTISING AND LAUNCH WORKSTREAM 17<BR>3.5 REQUIREMENTS FROM MONTAGE.DMC WORKSTREAM 17<BR>3.6 REQUIREMENTS FROM PHYSICAL ASSETS AND PRINTED MATTER WORKSTREAM 18<BR>3.7 REQUIREMENTS FROM COMMUNICATIONS WORKSTREAM 18<BR>4 WORKSTREAM REQUIREMENTS 19<BR>LIST THE REQUIREMENTS FOR WHICH EACH WORKSTREAM MUST PROVIDE DELIVERABLES. ENSURE THAT EACH REQUIREMENT IS UNIQUELY NUMBERED SO THAT ASSOCIATED WORKSTREAM DELIVERABLE CONFIRMS A RESPONSE TO EACH REQUIREMENT. 19<BR>4.1 REQUIREMENTS FOR COMMUNICATIONS WORKSTREAM 19<BR>4.1.1 Requirements from IS Non Web Workstream 20<BR>4.1.2 Requirements from IS Web Workstream 20<BR>4.1.3 Requirements from Collateral & Training Workstream 20<BR>4.1.4 Requirements from Events, Advertising and Launch Workstream 21<BR>4.1.5 Requirements from Montage.DMC Workstream 21<BR>4.1.6 Requirements from Physical Assets and Printed Matter Workstream 21<BR>4.2 REQUIREMENTS FOR PHYSICAL ASSETS AND PRINTED MATTER WORKSTREAM 21<BR>4.2.1 Requirements from IS Web Workstream 22<BR>4.2.2 Requirements from Collateral & Training Workstream 22<BR>4.2.3 Requirements from Events, Advertising and Launch Workstream 22<BR>4.2.4 Requirements from Montage.DMC Workstream 22<BR>4.2.5 Requirements from Montage.DMC Workstream 22<BR>4.2.6 Requirements from Communications Workstream 22<BR>4.3 REQUIREMENTS FOR IS NON WEB WORKSTREAM 23<BR>4.3.1 Invoicing 23<BR>4.3.2 Requirements from Communications Workstream 25<BR>4.3.3 Requirements from IS Web Workstream 25<BR>4.3.4 Requirements from Collateral & Training Workstream 25<BR>4.3.5 Requirements from Events, Advertising and Launch Workstream 25<BR>4.3.6 Requirements from Montage.DMC Workstream 25<BR>4.3.7 Requirements from Physical Assets and Printed Matter Workstream 26<BR>4.4 REQUIREMENTS FOR IS WEB WORKSTREAM 26<BR>4.4.1 Requirements from IS Non Web Workstream 26<BR>4.4.2 Requirements from Communications Workstream 26<BR>4.4.3 Requirements from Collateral & Training Workstream 27<BR>4.4.4 Requirements from Events, Advertising and Launch Workstream 27<BR>4.4.5 Requirements from Montage.DMC Workstream 28<BR>4.4.6 Requirements from Physical Assets and Printed Matter Workstream 28<BR>4.5 REQUIREMENTS FOR COLLATERAL & TRAINING WORKSTREAM 28<BR>4.5.1 Requirements from IS Non Web Workstream 28<BR>4.5.2 Requirements from IS Web Workstream 28<BR>4.5.3 Requirements from Communications Workstream 29<BR>4.5.4 Requirements from Events, Advertising and Launch Workstream 29<BR>4.5.5 Requirements from Montage.DMC Workstream 29<BR>4.5.6 Requirements from Physical Assets and Printed Matter Workstream 30<BR>4.6 REQUIREMENTS FOR EVENTS, ADVERTISING AND LAUNCH WORKSTREAM 30<BR>4.6.1 Requirements from IS Non Web Workstream 30<BR>4.6.2 Requirements from IS Web Workstream 30<BR>4.6.3 Requirements from Collateral & Training Workstream 30<BR>4.6.4 Requirements from Communications Workstream 30<BR>4.6.5 Requirements from Montage.DMC Workstream 30<BR>4.6.6 Requirements from Physical Assets and Printed Matter Workstream 30<BR>4.7 REQUIREMENTS FOR MONTAGE.DMC WORKSTREAM 31<BR>4.7.1 Requirements from IS Non Web Workstream 31<BR>4.7.2 Requirements from IS Web Workstream 31<BR>4.7.3 Requirements from Collateral & Training Workstream 31<BR>4.7.4 Requirements from Events, Advertising and Launch Workstream 31<BR>4.7.5 Requirements from Communications Workstream 32<BR>4.7.6 Requirements from Physical Assets and Printed Matter Workstream 32<BR>4.8 OTHER REQUIREMENTS 32<BR>4.8.1 Requirements for IS Non Web Workstream from other group or individual 32<BR>4.8.2 Requirements for IS Web Workstream from other group or individual 33<BR>4.8.3 Requirements for Collateral & Training Workstream from other group or individual 33<BR>4.8.4 Requirements for Events, Advertising and Launch Workstream from other group or individual 33<BR>4.8.5 Requirements for Communications Workstream from other group or individual 34<BR>4.8.6 Requirements for Physical Assets and Printed Matter Workstream from other group or individual 34<BR>4.8.7 Requirements for Montage.DMC Workstream from other group or individual 34<BR>5 DELIVERABLES AND INTERVALS 35<BR>5.1 WEB DELIVERABLES 35<BR>5.2 PHYSICAL ASSETS DELIVERABLES 37<BR>5.2.1 Agent Brand Conversion Strategy 39<BR>5.3 COMMUNICATIONS DELIVERABLES 40<BR>5.3.1 GENERAL 40<BR>5.3.2 EMPLOYEES: 40<BR>5.3.3 CUSTOMERS: 41<BR>5.3.4 SUPPLIERS: 42<BR>5.3.5 MEDIA: 43<BR>5.3.6 OTHER: 43<BR>5.4 MONTAGE DELIVERABLES 45<BR>5.4.1 MONTAGE.DMC (IS Non Web Deliverables) 45<BR>5.4.2 MONTAGE.DMC (IS Web Deliverables) 46<BR>5.4.3 MONTAGE.DMC (Communications) 46<BR>5.4.4 MONTAGE.DMC (Events, Advertising and Launch) 47<BR>5.4.5 MONTAGE.DMC (Physical Assets) 47<BR>5.5 COLLATERAL, TRAINING AND EXTERNAL FORMS DELIVERABLES 50<BR>5.6 NON WEB DELIVERABLES 51<BR>6 RESOURCING (TIME ESTIMATES) 54<BR>6.1 MONTAGE 54<BR>6.2 COLLATERAL, TRAINING AND EXTERNAL FORMS RESOURCING 55<BR>6.3 CORPORATE COMMUNICATIONS: 55<BR>6.4 PHYSICAL ASSETS, STATIONERY AND INTERNAL FORMS 55</P>
<P>7 COSTS & OPERATIONAL IMPACTS 59<BR>7.1 COSTS FOR IS WEB WORKSTREAM 59<BR>7.1.1 Internal Costs 59<BR>7.1.2 External Costs 59<BR>7.2 NON WEB 60<BR>7.2.1 Internal Costs 60<BR>7.2.2 External Costs 60<BR>7.3 MONTAGE 60<BR>7.3.1 Internal Costs 60<BR>7.3.2 External Costs 61<BR>7.4 PHYSICAL ASSETS 61<BR>7.4.1 Internal Costs 61<BR>7.4.2 External Costs 61<BR>7.5 COSTS FOR COMMUNICATIONS WORKSTREAM 62<BR>7.5.1 Internal Costs and External Costs 62<BR>7.6 COSTS FOR COLLATERAL & TRAINING WORKSTREAM 63<BR>7.6.1 Internal Costs 63<BR>7.6.2 External Costs 63<BR>7.7 COSTS FOR EVENTS, ADVERTISING AND LAUNCH WORKSTREAM 63<BR>7.7.1 Internal Costs 63<BR>7.7.2 External Costs 63<BR>8 BRAND USAGE PROCESS 64<BR>9 BRAND AND POSITIONING TRAINING DETAILS 65<BR>10 READINESS PLANS 67<BR>10.1 GO TO MARKET READINESS PLAN 67<BR>10.2 CUSTOMER READINESS PLAN 67<BR>10.3 EMPLOYEE READINESS PLAN 67<BR>10.4 SALES READINESS PLAN 67<BR>11 HIGH LEVEL PROCESS FLOW 68<BR>11.1 MONTAGE.DMC WORKFLOW 68<BR>11.2 COMMUNICATIONS WORKSTREAM PROCESS 68<BR>12 PROJECT ASSUMPTIONS 71<BR>12.1 COMMUNICATIONS TEAM ASSUMPTIONS 71<BR>12.2 MONTAGE.DMC TEAM ASSUMPTIONS 71<BR>12.3 IS NON WEB WORKSTREAM ASSUMPTIONS 72<BR>12.4 IS WEB WORKSTREAM ASSUMPTIONS 75<BR>12.5 COLLATERAL & TRAINING WORKSTREAM ASSUMPTIONS 76<BR>12.6 EVENTS, ADVERTISING AND LAUNCH WORKSTREAM ASSUMPTIONS 76<BR>12.7 PHYSICAL ASSETS AND PRINTED MATTER WORKSTREAM ASSUMPTIONS 76<BR>13 PROJECT RISKS BY WORKSTREAM 78<BR>13.1 WEB RISKS 78<BR>13.2 MEAL RISKS 78<BR>13.3 NON WEB RISKS  INSERT COMPLETED RISK ASSESSMENT TABLE 78<BR>13.4 MONTAGE RISKS  INSERT COMPLETED RISK ASSESSMENT TABLE 78<BR>13.5 COMMUNICATIONS WORKSTREAM  INSERT COMPLETED RISK ASSESSMENT TABLE 78<BR>13.6 COLLATERAL, TRAINING AND EXTERNAL FORMS TABLE 78<BR>13.7 PHYSICAL ASSETS RISKS 78<BR>14 DEPENDENCIES/INTERRELATED PROJECTS 79<BR>14.1 COLLATERAL, TRAINING AND EXTERNAL FORMS DEPENDENCIES 79<BR>14.2 COMMUNICATIONS 79<BR>15 PROJECT ASSESSMENT SIGNOFF 80<BR>16 ADDITIONAL TERMS OF ACCEPTANCE 81<BR>17 81</P>

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[下载]AT&T Brand Implementation

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