Rosetta's SABRE Process

Rosetta’s development processes and methodology are based on ten + years of experience in developing and launching the highest quality marketing programs for an extensive list of clients.  Our overall development process, SABRESM, is overviewed and illustrated below.  More detailed documentation on this methodology including the detailed deliverables, standard implementation plan, etc. is readily available and can be and/or reviewed onsite upon request.


Rosetta’s SABRESM Process:  Overview


Strategy/Scope Phase


Description:

Rosetta’s process begins with developing the overall program approach that most optimally delivers on the business goals and objectives of the brand as well as the needs of the target audience.  Once the program is defined and aligned with the business, a staged implementation plan should be developed to set the foundation for future program development and rollout.


Objectives:
To develop the overall user/behavior segmentation strategy and associated program architecture (including the success metrics) as well as a detailed scope definition this phase is focused on:

 

  • Reach agreement on the goals, metrics, and tactics of the program
  • Align the program to the business goals and marketing strategy of the Client brand and the needs, attitudes and behaviors of the target audience
  • Identify any risks that could impede the success of the engagement
  • Determine roles of all parties involved in the program development
  • Build momentum and support from the Client Project and Sr. Mgmt teams

Steps:
Determine the goals, objectives, and detailed deliverables for each phase of program development

  • Identifying and understanding the needs, attitudes and behaviors of the target audience and how they are currently being served
  • Develop the program Brand Impact ModelSM to properly align the program to the franchise business goals and determine the proper metrics for success measures of the program
  • Build an implementation plan that defines the stages of program rollout as well as the scope, timeframe, staffing needs/3rd parties, responsibilities and detailed deliverables of the engagement
  • Construct a program Charter document that defines the engagement
  • Development a risk plan with identified risks (e.g. operational, tactical, technological, adoption, etc.) and appropriate mitigation strategies
  • Identify and engage cross-functional team members: project sponsor and stakeholders
  • Develop a program status communication plan and platform for facilitating team coordination during program development and rollout
  • Develop the investment/cost model for the program including detailed costs
  • Communicate and launch the Program Charter and project plan to all stakeholders

Deliverables:

  • Customer Experience Map(s)
  • Program Architecture
  • Brand Impact Model
  • Implementation Plan – Stages Defined
  • Program Investment Model
  • Program Risk Plan
  • Statement(s) of Work

 

Architecture Phase

Description:
Once the Scope Phase is completed, the detailed design of the overall program needs to be developed.  This includes the content, creative and information architecture elements of the program (which might include website, email marketing, online media creative – banner ads, etc.) as well as the data capture and technical specifications.  The resulting architecture will be documented.  As well, usability testing is often employed at this stage to validate/optimize user experience design and to ensure a higher success rate when the program is launched.
 

Objectives:

  • Establish the overall solution “blueprint” as well as the design for the online marketing program
    • Website, E-mail Marketing, Online Media Creative, etc.
  • Determine the data capture and analytics requirements and reporting specifications
  • Develop the program testing plan
    • Test the User Experience elements of the program for usability and clarity
    • Test the integrity of all program elements for Quality Assurance purposes
  • Create the offline marketing integration plan
  • Gain confirmation from the Client team on the design and plan
  • Set up the development environment for next phase implementation, integration and testing

Steps:

  • Develop user personas and scenarios to define the overall user experience of the program
  • Design the Content, Creative and Information Architecture assets for the program
  • Usability test the user experience in lo-fidelity or hi-fidelity testing scenarios
  • Create the technical architecture of the site
  • Determine the data capture, analytics and reporting approach for the program
  • Determine the opportunities for offline marketing program(s) integration 

Deliverables:

  • Overall Program Design & Infrastructure Specifications
  • Detailed Design (for Website, E-mail Marketing, Online Media Creative – Banner, etc.)
    • User Personas/Scenarios, User Experience Brief, Site Map, Functional Specifications, Usability Test Plan
    • Visual Vocabulary Board(s), User Interface Specifications, Design Storyboard(s), Design Composite(s)
    • Content Outline, Tone Samples, Reference Bibliography, Manuscript(s)
    • Technical Specifications, QA Test Plan
  • Data Warehousing, Analysis and Reporting Strategy & Specifications
  • Offline Integration Strategy

 

Build & Release Phases

Description:      
Once the program is architected, the program and its elements are developed and tested.  During development, the program is typically pre-coordinated with offline marketing efforts and launched in conjunction with those efforts.
 

Objective:
  • Develop, test, approve and release the online marketing program
Steps:  
  • Develop the program (typically done in iterations to get interim reviews and feedback as well as limit development risk)
  • Route the program for corporate compliance review and approval in:
    • Manuscript-form
    • Coded Program-form
  • Test the program
    • Internal Rosetta QA testing (Unit, System, Regression)
    • Load Testing (If Applicable)
    • Client user acceptance testing and approval on Client staging servers
  • Get final corporate compliance approval
  • Launch the program
Deliverables:
  • Final Program Assets
  • Website assets, E-mail content & Templates, Banner Ads, etc. 

 

Evolve Phase

Description:
Data collected from the program launch is measured and analyzed based on the metrics established in the Scope & Architect Phases of the engagement.  Additional data from the offline marketing program maybe provided to help drive additional insights into online activity.  Reports generated from this analysis are used to determine next stage/future optimizations to the program strategy and implementation plan.

Objectives:

  • Determine the success of the program or opportunities for improvement
  • Produce and examine other learnings gathered from the data
  • Provide recommendations back to the franchise for improving the online marketing program
Steps:
  • Data from all online program channels is collected, aggregated and cleaned
  • Results are compared with initials metrics from Business Impact ModelSM to determine outcomes of program
  • Data is compared and contrasted with data from the offline marketing programs activity to determine synergies or missed opportunities between the channels
  • Based on the program analysis, recommendations for improving the program are generated and provided to the franchise
Deliverables:
  • Monthly Program Reports (on pre-defined metrics)
  • Quarterly or Semi-Annual Recommendations