It’s Spring: Clean Up the Marketing Drive

(By Elizabeth Tuico) Spring is finally here. You’ve probably thought about tidying up your home. What about your marketing drive?

I often help architecture, engineering and construction companies organize their marketing departments. It’s amazing how many firms give little attention to the structure of their network drives. One person told me she had to strategically plan her vacations because no one else at her firm could submit proposals. When I looked at her marketing drive, I knew why. You had to dig deep to find the most basic documents. She knew where everything was filed, but no one else at the firm could figure it out.

Want to go on vacation? Organize the marketing drive so it is clear and logical. Below are some tips:

Clean Up the Mess

Marketing departments are all about deadlines. After the proposal is turned in, clean up the mess. Make sure the final document that was submitted to the client is clearly labeled and can be located easily by others. Delete unnecessary files, and file documents in appropriate folders. If your firm is shortlisted or the client has questions, your team needs to quickly find the final submission and other important documents.

Master Proposal List

Develop a logical numbering system for your proposals; use the number to name the main proposal file. There are often multiple proposals for one client – how do you keep them straight? Many firms use a numbering system that is based on the year, such as 21.1.22 Client Name, short description. (21 marks the year, 1 is January and 22 notes it is the 22nd proposal submitted in January.) A file name could be 21.1.22 Smith Co Main St Canopy. Inside the main proposal folder, you can create sub folders for projects, resumes, images, consultants and final document sent.

InDesign and Linked Images

The road that linked images travel to InDesign documents can be bumpy. Often these links are broken. Address this situation by: 1) linking images from a central image folder, or 2) creating an image folder inside the proposal folder and link to that. (Another option is to embed images. This can be tricky since you don’t want to compromise the image quality by reducing the file size. Also, beware of a gigantic final document that may be too big to email.)

Archives Folder

An archives folder is a great tool. Main folders can be streamlined, but the materials don’t get trashed. You don’t have to delete proposals from 2014, simply place that folder in Archives.

File Names

Files names should be logical. One firm I consulted with used initials to name resumes. For example, a file name was “crb resume” instead of cindy brown resume. Clearly name project files, resumes and other important documents. Think about how difficult finding files might be for a new employee who doesn’t know the firm.

Do you need help organizing your marketing department? Get in touch at elizabeth@rebelroadcreative.com or here.