Launch Loyalty is a subsidiary of Careington International Corporation that works with dental offices to help them create their own in-house dental savings plans to attract new customers and appeal to those who may not have dental insurance.
Launch Loyalty offers a Semi-Custom Dental Savings Plan for new clients to build out their in-house dental savings plan. For this project, I created new marketing templates that could give future clients more options while reducing the time of fulfilling the marketing materials to the client. I had a few objectives I needed to meet with this project. Firstly, was creating templates that would be filled in from the information provided by the client on the online plan builder tool where the client could see how the marketing material would look on their computer in real-time. The Second was creating different design styles and necessary imagery to incorporate various brand styles and target audiences. Finally, I had to find a way to develop procedures on how the templates would be filled and edited and the protocol for providing information to the necessary departments for future edits or modifications.
Before starting the design process of creating these templates, I evaluated all of the current dental offices we worked with for the templated plans at the time to find common design elements in their logo design to create three template designs and six color options to match a general look that would work with a wide variety of future clients brand identities. The marketing materials consist of a brochure, an easel (image or no image), and a TV display for offices with a TV in their lobbies. Clients also have a wide variety of target audience image options to better market to their customer base, including 53 cover image options for the brochure and easel, 8 image options for the plan summary section on design 1, and 24 image options for the dental saving chart image. The main focus for the new templates was to offer as many options for clients to create marketing materials that meet their target audience and provide a custom feel to the templated material.
As much as I planned for the templates to meet the needs of the vast majority of our clients, I knew that clients might want custom verbiage or a cover image that would be outside the capability of the plan builder tool. To make sure that there was some level of quality control, I created a filing system that included an InDesign file for every variation of text and design options. To help project managers and designers communicate which InDesign template to work from when applying the client's request manually, I developed a numbering system similar to how a computer's operating system version is displayed. For example, if you take iOS 16.4.1, the first number 16, is a significant change in the design from 15, then you move to the second number 4, and that is a medium update on the 16th variation of the operating system then finally you have 1 which are minor changes to the overall design and layout of information of the operating system. I chose this method as it would help the designer find the design template InDesign file faster, eliminating the need for the designer to read the file name to ensure it matches every variable requirement for the client.
Working with multiple departments on this project, I had to ensure that everyone had the appropriate information for developing these marketing materials for the plan builder tool and, when onboarding new clients, what information and files they needed to provide to fill in the variables on the materials. In the handbook, I created a Brochure and Easel Variable section explaining all the options based on the fields and the numbering system I used for the file names since the developer on the project was creating an API for the variables that would be implemented into the design based on the client's choices and information provided in the plan builder tool.
When It came time that the needs of the client surpass the capabilities of the plan builder tool, I provided a checklist for the project managers assigning the custom edits to one of the designers and what information they needed to provide in Workzone (the project management service Careington uses) and the process they would need to follow to request those edits.
Planning for the future also required me to have a consistent and organized system for the designers to add new template options, assets or making custom edits for a client. In the “Editing the Templates for Custom Request and General Use” section of the handbook, I break down how to handle the files for custom client edits, where to find all the assets associated with the templates, how to create new assets that match the current template design set up and the locations of all the relevant folders and files to complete their task.