gale product information process samantha lankford andrea mcnairy nicole sala caroline concilla...
TRANSCRIPT
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Gale Product Information Process
Samantha LankfordAndrea McNairyNicole Sala
Caroline ConcillaKelly Sprague
PMI 101
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Brief Overview of what you can expect
What is a PMI
Why a PMI Process
PMI Process for Gale
Basecamp
Gale PMI Template
Stages of a PMI
PMI Inside Page
Weekly PMI Audit
Questions and Answers
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What is PMI
PMI is an acronym for Product Messaging Information
The PMI includes the marketing message…
• Should grab a potential customer’s attention, tell them briefly how the product can solve their problem, and why they should choose to select it over and above others
• The message answers these basic questions: What is the product? What does the product do? How can it help the customer? Why should the customer care about the product? How is the product different?
While it gets tweaked depending on where it's deployed, good
info is essentially “write once, use everywhere”
• It flows directly to the web catalog, retail feeds and Magellan
• It is the starting point for direct mail, community/special sites and email marketing campaigns
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PMI Process
The product information process is the gathering and creation of product information such as product description, market information, product features & benefits and author information
Teams work collaboratively to gather and input product information into a program called Basecamp
Once the team finalizes the information, it is uploaded into ORCA which then feeds to the various systems and sites
Thoughtful and timely PMIs are a key element in the early stages of the promotion process
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Why a PMI Process
To prepare for the migration of Gale products into ORCA
ORCA is the comprehensive product information hub that feeds customer and sales rep systems such as…
• Magellan/Seibel
• Our dynamically-driven web catalogs
• Data feeds to Amazon and other online sellers
How the product information is used…
• Reps use the product information to sell
• Our customers review the information to determine if they want to review the product
• Datafeed customers use it to display products and build awareness
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Gale PMI Plan
Folks that will have a direct role in the creation of the product information: Program Manager, Strategist, Product Manager, Editorial
PMI team ‘contact’ lead = Strategist
Utilize PMI Coordinators to help facilitate process
Product information process timing:
• Print products – Start 9 months prior to publication; visible to customers 6 months prior to publication
• Online products – 6 months prior to launch; visible to customers 3 months prior to launch
Products within program:
• Print & Online, though required information for each will vary
• Thorndike Press and 3rd party ebooks will utilize a different process
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Gale PMI Process Overview
Initial Product DataPulled from systems
(ORCA/JDE/ORACLE)
Stage 1 PMI with initial data Posted
on Basecamp
Gale team verifies content & adds needed product
information
Teams have 3 options:- PMI can go to a copywriter (will rewrite the PMI)- PMI can go to a copyeditor (who will only check for spelling, formatting and grammar)- PMI can go directly to ORCA as the final PMI
Goes to Marketing for initial review/check
PMI back in Basecamp for Team final approval
Copyeditor makes final checks
Final PMI sent to ORCA MSA for upload
Product information displays on the Web and Magellan***
This same product information is the starting point for all ad copy (i.e. for print, email,
catalogs)
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PMI Roles
PMI Coordinators: Populate Basecamp with initial record Sends weekly status reports to teams Secure copywriter and copyeditor Update Basecamp
• When back from copywriter and copyeditor• Close record when team completes
Sends final PMI to Kelly Sprague to enter into ORCA
ORCA Admin: Upload final PMI into ORCA (ORACLE as well short-term for Gale) Flip ‘flag’ so information feeds to appropriate systems/sites
PubCo: Review pre-populated data Add additional needed product information Edit/approve PMI Strategist, Program Manager; Product Manager/Editorial (Strategist is lead)
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Basecamp
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January 2011
What is Basecamp?
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January 2011
Basecamp Login
https://pmidocs.basecamphq.com/login
Contact your PMI Coordinator if you forgot your username or password
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December 2010
Dashboard
List of ALL Disciplines you are assigned to!
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December 2010
Overview Tab
List of ALL team members assigned to Gale
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January 2011
Message Tab
Click “Post a new message” to compose message
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December 2010
Message Tab
Message sent to Outlook email
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January 2011
Writeboard Tab
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January 2011
Writeboard Tab (cont.)
Tip: Copy to Word for easier editing
Compare to see changes
Shows who worked on the PMI
Click here to edit
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January 2011
Writeboard Tab (Edit Mode)
Click here to save
Tip: Copy to Word for easier editing
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January 2011
Writeboard Tab (Compare)
Tip: Copy to Word for easier editing
Compare to see changes
Shows who worked on the PMI
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January 2011
Writeboard Tab (Compare Mode)
Color Key
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January 2011
Files Tab
When the PMI was sent to ORCA
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PMI Template
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January 2011
Pre-populated Areas: (You will need to just confirm)
Author Title/Subtitle/Edition ISBN 10/13 or Product NumberImprint Imprint # Volume Number Binding Media Type Audience Code
Areas you will need to populate:
Product Description One-liner Description Market DescriptionAuthor Information Team Information Key FeaturesNew to Edition Table of Contents Subject AssigningSales Channels Indication
PMI Required Areas
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January 2011
PMI Heading (R)
Author: Sala/McNairy/Lankford
Title/Subtitle/Edition: PMI 101, 1E
Volume Number: Volume 18
ISBN 13 or Product Number: 9780495000000
ISBN 10: 0495000000
Only the PMI heading will be filled in when working on a 1st edition PMI
Revision PMIs will include additional fields populated with previous edition information
PMI Population
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January 2011
Specs
Total Page Count (R): total number of pages
Trim Size (R): dimensions of the book
Colors (R): number of colors inside the book
Binding (R): type of book ie: softcover, hardcover
Imprint (R): Publishing Company ie: Brooks/Cole
Number of Volumes: this is the number of volumes that will be shipped for this particular ISBN
Lexile Level: indicate either an individual's reading ability or the difficulty of a text ie: 975L
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January 2011
Alternate Formats:
Different bindings – same TOC (ebooks, softcover, hardcover, looseleaf)
Alternate Versions:
Same family, different TOC
Used for splits, volumes, etc.
Variations
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January 2011
Related Products: (different family)[Website]
Product Description : (R)[Web Product Pages, Magellan/Siebel, Data Feeds] Character Limitations – 1,500 characters with spaces
One-Line Description: (R) [Magellan/Siebel]
Character Limitations – 250 characters with spaces
Market Description: (R) [Specialized catalogs]
Character Limitations – 1,900 characters with spaces
Product Descriptions
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January 2011
Author Information: (R) Product Team to indicate ‘NA’ if eBook/online [All apps, feeds, and sites – affiliation & bio – product pages]
1st Author Name:
Affiliation:
Bio:
Illustrator Information:[All apps, feeds, and sites – product pages] 1st Illustrator Name:
Affiliation:
List of publications illustrated:
Contributor Information:[all apps, feeds, and sites – affiliation & bio – product pages] Contributor Name:
Affiliation:
Author, Illustrator, Contributor
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January 2011
Editorial Board Information:[All apps, feeds, and sites - product pages] Name:
Affiliation:
Advisory Board Information:[All apps, feeds, and sites – product pages] Name:
Affiliation:
Team: Product Manager/Editorial, Program Manager & Strategist: (R)[Magellan/Seibel] Product Manager/Editorial:
Program Manager:
Strategist:
Editorial, Advisory, Team
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January 2011
New to this Edition Features: (R) [Website, Magellan/Seibel]
Key Features: (R) [Website, Magellan/Seibel]
Table of Contents: (R) [Website,
Magellan/Seibel]
Supplements:[Website, Magellan/
Seibel]
New to this Edition Features, TOC, Supplements
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January 2011
Bundle ISBNs to be in Seibel/Cengage.com: [Website, Magellan/Seibel]
Series Name: [Website, Magellan/Seibel]
Sales Channel: (R) [Magellan/Seibel]
Academic Yes___ No___ School/K-12 Yes___ No___ Public Yes___ No___ Gov’t/Special Yes___ No___
Bundles, Series Name & Channel Indication
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January 2011
Subject Assigning: (R) [Website, Magellan/Seibel]
Primary Subject (1 max): Secondary Subject: Additional Subject:
For Imprint/Special Catalogs: (R) [Websites]
Imprint #: Media Type: Audience Code:
Subject Assigning, Imprint/Special Catalogs
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January 2011
Competition: [Magellan/Seibel]
Quotes/Testimonials: [Website]QUOTE 1: Provide First and Last Name of Reviewer:
Reviewer’s school/affiliation:
Quote:
*Please check one of the options below for your reviewer quote – if you do not check one the reviewer quotes cannot be displayed on the website*
___ Written approval – display on website
___ No Written approval – will not display on website
Most current editions/not yet published
Competition, Quotes/Testimonials
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January 2011
Awards: [websites] Award Title:
Award Title:
Demo URL: [websites]
Related Links: [website]
Key Words[website search]
Awards, Demo URL, Related Links, Key Words
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Stage 1 Brief Stage 2 Draft
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Gale PMI Process Overview
Initial Product DataPulled from systems
(ORCA/JDE/ORACLE)
Stage 1 PMI with initial data Posted
on Basecamp
Gale team verifies content & adds needed product
information
Teams have 3 options:- PMI can go to a copywriter (will rewrite the PMI)- PMI can go to a copyeditor (who will only check for spelling, formatting and grammar)- PMI can go directly to ORCA as the final PMI
Goes to Marketing for initial review/check
PMI back in Basecamp for Team final approval
Copyeditor makes final checks
Final PMI sent to ORCA MSA for upload
Product information displays on the Web and Magellan***
This same product information is the starting point for all ad copy (i.e. for print, email,
catalogs)
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January 2011
Stage 1 Brief: In Basecamp
• PMI Coordinator: Will post the PMI to Basecamp 9 months out prior to pub date for print/6 months out for online
•Log in → Select your discipline (Gale)→ Click the whiteboards tab
← Labeled: (Stage 1 Brief)
• Team: Now can go in and edit the PMI
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January 2011
Stage 1 Brief: Template
What information will it include?
1st Edition: All fields empty except =
Author Title/Subtitle/Edition ISBN 10 & 13 or Product Number Volume Number Imprint Imprint # Binding Media Type Audience Code
Revised Editions: 2nd Edition (and beyond)
The PMI will have as many field’s filled out using the information from the previous edition beforehand by the PMI coordinator.
Revised Editions: The information that is presented to you in the Stage 1 Brief is all the previous edition information. During this stage you will update & rework the content to reflect the new edition information and marketing message.
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January 2011
The Strategist, as the ‘point person’ will notify the PMI Coordinator of the next phase.
3 Options:
To Copywriter, OR
To Copyeditor, OR
To ORCA (Will not go to Stage 2 Draft, goes Final immediately)
All required fields are complete – what next?
Completing the Stage 1 Brief:
*The Strategist associated with each team is the point person that will work
with the PMI Coordinator to drive the PMI to completion.
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January 2011
Completed Stage 1 Brief – Editing Closed
What you will see in Basecamp:
• PMI Coordinator: Closes all editing on PMI and sends the PMI on to the next phase.
•Labeled: zzz EDITING CLOSED.
* Once a PMI status in Basecamp has been changed to EDITING CLOSED, there is to be no additional editing until the PMI is returned and posted back into Basecamp as a Stage 2 Draft.
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Stage 2 Draft Final
Refining and Finalizing
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January 2011
Stage 1 Brief Stage 2 Draft
Upon return from the Copywriter or Copyeditor –
Sent to Strategist for approval prior to being posted in Basecamp
PMI Coordinator will post to Basecamp
Copywriter evaluation is added to Draft
Fill this out to ensure quality work is being provided
Can be filled out by anyone on the team
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January 2011
Where to find the Draft
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January 2011
Stage 2 Draft - Message
Message sent to team
Appears in Message Tab
Sent to each person’s email
Message requests edits & approval
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Strategist notifies the appropriate PMI Coordinator
Going Final: Sent to a copyeditor, then to the appropriate ORCA MSA
Copyeditor provides one last “polish” to the PMI
Sent to the ORCA MSA
Final version remains on Writeboard tab for 30 days, labeled with “zzz EDITING CLOSED Final PMI for… “ so it drops to the bottom of page
Going Final
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January 2011
Files Tab
Posted to the Files tab
No edits may be done at this stage
Any changes must be sent to the MSA/Kelly in the Gale ORCA Change Form
Permanently stays on the Files tab
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December 2010
Inside >APG >Marketing >PMI
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January 2011
Weekly Audit
MOST IMPORTANT: PMIs to be completed
Color Key for reading the Audit Spreadsheet
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January 2011
Thank You!For more information please visit the PMI Inside page:
http://inside/sites/APG/mktg/pmi/default.aspx
Questions??