As a veteran marketer, you are typically more than comfortable receiving and reviewing creative layouts or proofs from your internal marketing team or external vendor. You know what to look for and what to double-check. As a new marketer or someone who has transitioned into a marketing role, these tasks can seem daunting.
Fear not. I’ve created the proofing checklist for you below that is meant to serve as a guide when reviewing such things as concepts, copy decks, design layouts, print proofs, personalization proofs, test emails and landing pages.
Review of Concepts
The purpose of concepts is to provide an overarching theme/message that can be carried throughout all creative components, to be developed for a specific campaign/program.
• Ensure goals and objectives are being met
• Ensure messaging is on track, based on direction provided (preferably via a creative brief)
Review of Copy Decks (All Media)
Copy decks are typically provided prior to a design layout to allow for feedback to be given on messaging and tone. Copy decks can also be used alongside a design layout to provide different options of copy content.
• Ensure content is clear, easy to understand
• Ensure copy tone follows brand guidelines, concepts and/or direction provided
• Check for misspellings
• Confirm copy provided accommodates approved format
• Confirm required information (e.g. legal taglines, footnotes)
Review of Design Layouts (All Media)
Design layouts include copy content and allow for review of overall design, imagery, color scheme and placement. Typically, design layouts follow a concept that has been previously approved.
• If copy provided prior to layouts, ensure copy in layout matches/aligns with approved copy deck
• If copy not provided ahead of time:
o Read through copy to ensure content is clear, easy to understand
o Ensure copy tone follows brand guidelines, concepts and/or direction provided
• Review images for relevancy and placement
• Check for misspellings
• Confirm layout follows approved format
• Confirm layout is following brand guidelines and/or direction provided
• Confirm required information (e.g. legal taglines, footnotes)
• Confirm variable information against matrix when versioning provided
Review of Direct Mail Print Proofs
Print proofs are generated as a final check of the piece prior to being printed, and are generated by the printer. At this stage, all creative should be final.
• Ensure print proof matches final creative PDF
• Ensure color is accurate
• Do a final read-through to ensure all information is included and correct
Review of Direct Mail Personalization Proofs
Personalization proofs are provided to show how variable content will be displayed, and to ensure the variable data being pulled is correct. At this stage, creative should be finalized.
• Ensure personalized proof matches final creative PDF
• Confirm salutation is pulling in correct data fields
• Based on the proof set, ensure the correct data fields are being included for the address block
• Confirm paper type is correct (if hard copy proofs are provided)
• If variable data or imagery being pulled in, confirm it is accurate by comparing to the test matrix
• Do a final read-through to ensure all information is included and correct
Review of Test Emails
Test emails are generated by the vendor programming the email and/or deploying it, prior to blast. At this stage, creative should be final.
• Ensure sender and subject line information is correct
• Ensure all links work and lead to the correct destinations
• Check physical address included in the footer of the email for accuracy
• Check if images load properly
• Confirm the layout of the email matches the final creative PDF
• Do a final read-through to ensure all information is included and correct
Review of Test Landing Pages
Test landing pages are generated by the vendor hosting the landing pages. At this stage, creative should be final.
• Check domain to ensure URL is correct
• Check title bar description to ensure verbiage included is accurate
• Check if images load properly
• Confirm the layout of the landing page matches the final creative PDF
• Do a final read-through to ensure all information is included and correct
• Check links and ensure they lead to the right destinations
• If the landing page includes questions, ensure drop-downs show the correct options
Hopefully this checklist will give you the confidence you need to provide your internal marketing team or external vendor with the feedback they seek from you. And if you require any expert marketing services, please reach out and let us know how we can help.
