2. SEM (GD)

On this page, we'll breakdown the responsibilities, link up resources, and guide you through selecting, completing, and submitting Graphic Design image requests for the SEM (Search Engine Marketing) Department.

Select the Request

SEM Specialists

On the DigMS Graphic Design Trello Board an SEM Specialist must:

• Copy the design request template into a new card, and fill it out by adjusting the templated description accordingly
• If the assignment is for a Co-Op campaign the SEM Specialist MUST mark the Co-Op checkbox on the assignment card

Graphic Designers

On the DigMs Graphic Design Trello board the Graphic Designer will:

• Read the completed design request and determine if they can accept the request based on their current workload
• If they claim the request, they will tag themselves (adding themselves as a member to the card) on the card
• Once claimed, they will move the design request card into the In Progress column

Screen the Request for Accuracy

Graphic Designers

• Once a design request has been claimed, the Graphic Designer will screen the request itself to ensure the correct information has been provided
• Additionally they will check that the links provided actually lead to valid resources
• If any information is missing or the links are invalid, the Graphic Designer will create a new comment on the card, tag the appropriate SEM Specialist, state the problem, then move to the card to the Rep Fix for Designers column

SEM Specialists

To ensure their design requests are completed on time, the SEM Specialists must:

• Monitor the Rep Fix for Designers columns
• Provide updated information and links within, as requested by the Graphic Designer, within 24 hours
  • If a card is left in the Rep Fix for Designers column, it is still the SEM rep’s responsibility to follow up and ensure the design request is completed before the end of the month. Failure to do so results in the card getting archived on the last working day of the month
• Once the changes have been made, the SEM Specialist will move their Trello card to the Changes column

Fulfill the Image Request

Graphic Designers

Using a combination of image databases, preexisting branding guides, templates, department resources, and Adobe Creative Cloud, the Graphic Designer will:

• Create a layout for the request ad, using the appropriate template for the appropriate ad type 
• Design the ad using the appropriate image for the unit
• Design the ad using the correct ad copy
• Design the ad using the correct Branding and Trade/Register marks
• Include call to action button if relevant to the ad type
• Create a new comment, provide a Google Drive link to the appropriate SEM campaign folder with the completed image

Submit to QA

Graphic Designers

Once their image is complete and a link has been provided to it on the Trello card, the Graphic Designer will:

• Move the card to the Quality Assessment column where the QA Specialist will review the completed ad
  • The Graphic Designer may choose to create just one size of the ad, usually 300 x 250px, for the QA Specialist to review before completing the rest of the sizes
  • If that initial size is approved by QA the SEM Specialist will submit the same size ad to their client for approval
  • Once the client has approved of the ad, then the remaining sizes of ads will be generated by the Graphic Designer
• Once the image request has been competed or fulfilled, the Graphic Designer records their assignment on the DigMS Graphic Design Daily Tracker

QA Specialist

• The QA Specialist will review the completed ad objectively (branding, colors, ad copy, button text, logo, etc., everything that the SEM Specialist provided, that the unit matches the image provided) and subjectively (easy on the eyes, understand what the message is trying to portray, where's the focus, does the image look correct, shadows, no PWCs on land, etc.), checking for: 
  • Clear image
  • Image focus
  • If the CTA fits the unit
  • Trustworthiness of the Ad (does it look like a virus)
  • Fonts/Branding
• If changes are required, the QA Specialist will create a new comment, tag the Graphic Designer, and send the card to the Changes column
• If no changes are required, the QA Specialist will send the card to the For Review column

SEM Specialists

• Once the ad is brought live, the SEM Specialist must move the image request Trello card to the Completed column on the Digital Marketing Graphic Design Trello Board 

Graphic Design SEM Resources

Looking for something else? Click here to navigate to the Graphic Design (Digital Marketing) home page on Confluence!