ScopeMark industry standard deliverables list

The following is a list of all of the deliverables recognised by the ScopeMark certification scheme. This list will grow and change in line with industry trends to ensure that it stays fresh and relevant.

ScopeMark certification requires at least 70% of the deliverables in an Agency’s scope-of-work estimate to be listed below.  The remaining 30% can be unique to your Agency.

Deliverable	Description
BRAND
Brand book	Design and production of a book to encapsulate the ethos of a brand. Brand books are heavily visually led, less technical and more emotive than brand guidelines.
Brand book update	Updates to an existing brand book.
Brand booklet	Design and delivery of a booklet designed to summarise the key brand values.
Brand guidelines	Production of a written set of creative guidelines to ensure the successful ongoing implementation of a brand's look and feel.
Brand guidelines update	Updates to an existing brand guidelines document to expand the scope of its remit.
Brand identity	Creative development of a complete look for a business. Brand identity projects can range from simple identities to complex, global rollouts.
Brand positioning	Definition of a unique market position and creative vision for a brand.
Brand presentation	Design and delivery of a presentation to assist the successful delivery of brand creative.
Brand research	Research conducted to inform ongoing brand development and creative thinking.
Brand strategy	Development of a strategy for the successful implementation of a corporate identity / brand.
Brand timeline	Design of a visual timeline that illustrates the chronological development of a brand.
Brand toolkit	A carefully structured series of files, assets and documents to help clients and agency staff manage ongoing work for a brand.
Brand update	Updates to an existing brand to expand the scope of its implementation.
Brand video	Production of a promotional, or instructive brand video.
Rebranding	Creative redevelopment of an existing look and feel for a business. Rebranding projects can range from simple identities to complex, global rollouts.
CMS
CMS content update	Updates and improvements to the content with and CMS. This can range from simple artwork tweaks through to global creative revisions.
CMS onboarding & training	Provision of training materials, time and support for Content Management Systems. These can range from a simple Word document, to on-going telephone support, or the provision of a help portal.
CMS plugin	Design and build of new plugin features for existing, or bespoke, Content Management Systems. These can include the use of APIs, or may involve writing new services.
CMS population / migration	These projects involve the migration of any type of content from one digital property to another. They could include the distribution of content from a hub to microsites, or the result of a website environment merge.
CMS site	Design and build of a website based on Content Management System. These range from off-the-shelf solutions such as Drupal and Joomla, to enterprise level solutions such as SiteCore and RedDot.
Wordpress CMS site	Design and build of a website based on the WordPress platform. Can include the development of bespoke plugin features, plus content management.
CONTENT
Campaign image / key visuals	Development of a single image (or series of images), that will be use to underpin a creative campaign. These images are then used elsewhere to ensure campaign consistency.
Campaign image / key visuals - update	Changes to an existing campaign image or key visual used across multiple channels.
Content planning & strategy	Development of a strategy for the successful management and distribution of content.
Copy document	A copy document supports the delivery of copy into a campaign, or individual deliverable. This can be deliverable in a variety of formats, including (but not limited to ) Excel, Word and PDF.
Copy plan	Development of a copy plan to ensure continuity in copy writing and management.
Editorial article	Production of a written editorial article.
Photography retouch	Retouching images produced following a photography shoot.
Photography shoot	Creative / art direction, management and oversight of a photography shoot.
Video	End-to-end production of a video file, or piece of moving image.
Video clip	Production of a short video clip, or teaser.
Video clip edit	Edits or changes to an existing video clip.
Video edit	Edits or changes to an existing video or moving image file.
DIRECT MARKETING
Coupon / Voucher	Design of a coupon, or voucher.
DM booklet	Design and delivery of a leaflet, postcard, card or insert used in a Direct Marketing campaign.
DM campaign report	Production of a single report produced to deliver Direct Marketing campaign results.
DM campaign website landing page	Design and build of a website landing page, specifically produced to enable a seamless user journey in a Direct Marketing campaign.
DM leaflet / insert / postcard	Design and delivery of a booklet used in a Direct Marketing campaign.
DM strategy	Development of a strategy for the successful implementation of a Direct Marketing campaign.
Email / eshot	Design and build of a single email, or eshot.
Email marketing campaign	Design and build of a series of Direct Marketing emails.
Email newsletter	Design and build of an email Newsletter. Email Newsletters often use content derived from other sources and are longer than an Email / eshot.
SMS campaign	Delivery of a an SMS, or mobile text message campaign.
Telemarketing campaign	Delivery of a Telemarketing campaign, including scriptwriting and strategy.
EVENT
Event booklet	Design of an event booklet. An event brochure is often shorter than a standard brochure and typically has a shorter life expectancy.
Event branding	Creative development of a brand specifically to serve an event. Event brand projects are typically quicker than standard branding projects and have specific requirements.
Event brochure	Design of an event brochure. An event brochure is often shorter than a standard brochure and typically has a shorter life expectancy.
Event invitation	Design of a printed event invitation.
Event planning	Management, oversight and logistics required for to liaise with venues, suppliers, delegates and attendees for trade shows and events.
Event presentation	Design and delivery of presentation materials to support attendance at an event. These can range from a simple Power Point presentation, to aa video.
Event programme	Design and delivery of as printed events programme.
Event showreel	Production of a video show reel to promote an event
Event staffing	Training, oversight, promotional item production and attendance for event and promo staff.
Event stand	Design of an event stand, or booth. This can involve anything, from a simple podium to a complex, multi-media installation.
Event stand update	Revisions to an existing event stand, or booth. This can result in the creation of an entirely new stand, but is always based on an available set of assets and thinking.
Event strategy	Research, insight, analysis and strategy required to plan and execute an event. This work can include all strategy work required to plan event attendance, for example with a stand.
Flag	Design of a printed flag.
MICROSITE
Microsite	End-to-end design and build projects. Microsite projects are designed and built from scratch and finish with a live upload. Microsite design and build project differ from websites in that they contain a limited number of pages and functionality and have a limited life expectancy (usually to serve a single campaign.
Microsite redesign	Microsite redesign projects can vary in scale from a simple optimisation of existing code to a full scale upgrade of an existing microsite platform. They often involve the implementation of new designs and, unlike a microsite reskin, include new / updated functionality.
Microsite reskin	Microsite reskin projects involve the application of new design look and feel to an existing microsite. They are different from redesign projects in that they do not include new functions / features.
Microsite update	Changes to existing microsite design features, content or functions. These projects can include the addition of new functions, such as API integrations and data capture forms, for example.
MOBILE APP
Mobile app - Android	Design and build of a Android mobile app, these can range from a simple, single function apps, to more complex integrations of APIs.
Mobile app - iOS	Design and build of a iOS mobile app, these can range from a simple, single function apps, to more complex integrations of APIs.
Mobile app localisation	Mobile app localisation projects include the optimisation, translation and migration of content from one market to another / to many.
Mobile app redesign	Web app redesign projects can vary in scale from a simple optimisation of existing code to a full scale upgrade. They often involve the implementation of new designs and, unlike a reskin, include new / updated functionality.
Mobile app reskin	Changes to existing mobile app design features, content or functions. These projects can include the addition of new functions, such as API integrations and data capture forms, for example.
Mobile app update	Mobile app reskin projects involve the application of new design look and feel to an existing web app. They are different from redesign projects in that they do not include new functions / features.
NEW BUSINESS
Business development strategy	Development of a strategy for the successful acquisition of new business.
Online presentation	Production of a presentation designed to be delivered online.
Pitch deck	Design and delivery of a pitch deck.
Pitch presentation	Presentation written to support a pitch for new business. Pitch presentations are often longer than a pitch deck and can contain interactive elements.
Pitch video	Production of a video to support a pitch for new business.
Presentation template	Production of a master presentation template file to enable the efficient, ongoing production of pitch presentations.
Tender document (RFP / RFI / PQQ)	A written formal document, submitted following a Request for Proposal (FRP), Request For Information (RFI), or Pre Qualification Questionnaire (PQQ).
Webinar	Production of assets and collateral to support the delivery of a webinar.
ONLINE BANNERS
Media planning	Development of a media plan, including publisher liaison
Online banner landing page	Design and build of a landing page specifically to improve a user journey in an online banner campaign.
Online banners	Design and build of online banners, including MPUs, skyscrapers, homepage takeovers etc.
OOH (OUT-OF-HOME ADVERTISING)
Digital panels	Design, animation and development of digital panels for outdoor advertising, or experiential installations.
Experiential installation	Experiential installations are outdoor solutions that encourage user interaction with a number of different media. These are often one-off deliverables, designed and produced to serve a single location, or creative campaign.
Floor graphics	Design of floor graphics.
Outdoor media plan	Research, insight, analysis and strategy required to plan an outdoor / environment / experiential campaign.
Retail / event signage	Design and production of signage for use in retail spaces, or events.
Wayfinding & signage	Outdoor environment and wayfinding projects include the design and development of signage that can be applied across a wide range of surfaces and locations, such as public spaces, open spaces and retail locations.
PRINT
Badge	Design of a printed badge.
Binder	Design of a printed binder.
Book	End-to-end creation of a book. A book is defined as separate from a brochure in that books are typically litho printed and perfect bound, with an higher number of pages, or an increased focus on quality over quantity.
Book - updated version	Revisions to an existing book. This can result in the creation of a new book, but is always based on an available set of assets and thinking.
Book cover	Design of a book cover.
Booklet	End-to-end creation of a booklet. A booklet is defined as a small-format printed piece with a limited number of pages.
Brochure	End-to-end creation of a brochure, catalogue, guide etc. A brochure is defined as separate from a book in that brochures can be either digitally or litho printed and usually saddle stitched, rather than perfect bound. Brochure have fewer pages, and an focus on quantity over quality.
Brochure - updated version	Revisions to an existing brochure, catalogue, guide etc. This can result in the creation of a new brochure, but is always based on an available set of assets and thinking.
Business card	Design of a business card.
Business stationery	Design of a set of business stationery, including letterheads, compliment slips and business cards.
Calendar	Design of a printed calendar.
Certificate	Design of a printed certificate.
Compliment slip	Design of a compliment slip.
Envelope	Design of a printed envelope.
Factsheet	Design of a printed factsheet.
Flyer / leaflet / card	End-to-end creation of a leaflet, flyer, insert or card etc. These can be either single or double sided, folder, tented and printed using a variety of methods.
Flyer / leaflet / card - localisation	Content translation and design amendments necessary for the adaptation of an existing leaflet, flyer, insert or card etc. for a new market.
Flyer / leaflet / card - updated version	Revisions to an existing leaflet, flyer, insert or card etc. This can result in the creation of a new leaflet, but is always based on an available set of assets and thinking.
Folder	Design of a printed folder.
Guidelines	Design and delivery of a guidelines document.
Journal	Design of a printed journal.
Letterhead	Design of a letterhead.
Magazine	End-to-end design and delivery of a printed magazine, or glossy periodical.
Magazine / newspaper advertisement	End-to-end creation of an advertisement for placement in magazines, newspapers, catalogues, guides etc.
Magazine / newspaper advertisement - localisation	Content translation and design amendments necessary for the fulfilment of existing advertising in new markets.
Magazine / newspaper advertisement - updated version	Revisions to existing advertisement creative for publication in newspapers, magazines, catalogues, guides etc. This can result in the creation of new advertising, but are always based on an available set of assets and thinking.
Map	Design of a printed, branded map.
Menu	Design of a printed menu.
Newsletter	Design of a printed newsletter. These often have template and are populated with existing content.
PDF Brochure	Design of a PDF brochure.
Policy document	Design of a printed policy document.
Posters / billboards	End-to-end creation of printed posters or billboards.
Posters / billboards - updated version	Revisions to existing posters and billboards This can result in the creation of new posters, but is always based on an available set of assets and thinking.
Promotional items	End-to-end creation of promotional items. Promotional items include small items, such as pens, mugs or larger items, such as clothing.
Pull-up / roller / banner stand	Design of a printed banner, including pull-up banners, roller banners and bannerstands.
Sales presenter	Design of a printed sales presenter.
Signage	End-to-end creation of internal or external signage. Signage can range from a simple vinyl banner to complex, large-format digital displays for multiple locations.
Supplement	Design and delivery of a printed magazine supplement.
Ticket	Design of a printed ticket.
Vinyl banner	Design of a vinyl banner, or sign.
PRODUCT
Product / header card	Design of a printed product header card for use in product packaging.
Product booklet	Design and delivery of a printed product booklet.
Product brochure	Design and delivery of a printed product brochure.
Product catalogue	Design and delivery of a printed product catalogue, featuring multiple products.
Product datasheet / factsheet	Design of a printed product datasheet, or factsheet.
Product design	End-to-end product design, including 3D CAD models of products, parts and processes.
Product design update	Updates or revisions to existing product or CAD models. These projects can be entirely new products, but are always based on an existing set of available assets and thinking.
Product guide	Design of a printed product guide. These are often smaller format than a product brochure and contain less content.
Product manual	Design of a printed product instructional manual.
Product manufacture	Manufacture and production processes, including oversight and management of the product.
Product packaging	Design of product packaging to enable the successful shipment and sales of a manufactured product.
Product photography	Creative direction, oversight and management of a product photography shoot.
Product prototype	Design prototyping aimed at incremental improvements to product functionality, based on qualitative and quantitative feedback.
Product prototype update	Updates to existing prototyping work. Prototype updates can result in an entirely new prototype, or even product design, but are always based on existing files, thinking and assets.
Product strategy	Research, insight, analysis and strategy required to bring a product to market.
Product tag / label	Design of a printed product label, or tag.
Product testing	Testing of either a finished, realised product, or a prototype. User testing can also include testing of proof of concept work and validate research methods.
Product video	Production of a product showcase video.
Specification sheet	Design of a printed product specification sheet.
RADIO
Radio advertisement	Delivery of a radio advertisement, from creative through to post-production.
Radio advertisement localisation	Production of local market content for use in a single radio creative execution, or across a campaign.
Radio advertisement update	Updates to existing campaign creative. This can include a refresh of an old advertisement and result in a new campaign, but is always based on existing assets and thinking,
Radio advertising planning	Research, insight, analysis and strategy required to plan and execute a radio campaign.
RESEARCH & ANALYTICS
Analytics optimisation / update	Updates to an existing set of metrics / tools used to monitor the performance of a marketing campaign.
Campaign analytics dashboard	Delivery of a dashboard to monitor and report on the performance of a marketing campaign. This can be a simple Google doc, or a complex web app.
Client campaign report	Production of a single report produced to deliver campaign results to a client.
Research paper	Production of a research report document, including research. A research report requires more design input than a Research paper.
Research report	Production of a research paper document, including research. A research paper requires less design input than a Research report.
Whitepaper	Production of a whitepaper document, including research.
RETAIL
In store - interior design	3D design, drawing and plans for store layout.
POS card	Design of a Point Of Sale promotional card.
POS poster	Design of a poster for display in a retail location.
Retail / in store - strategy	Development of a strategy for the successful implementation of a Retail campaign.
Retail stand	Design of a retail stand, including temporary store stands, kiosk, mobile checkouts and booths.
SEARCH
Paid search campaign	Execution of a Pay Per Click (PPC) or other paid search campaign to improve performance of websites and other digital property in search results.
Paid search update	Updates to an existing Pay Per Click (PPC) or other paid search campaign to improve performance of websites and other digital property in search results. .
Search analysis & reporting	Production of report documentation to analyse the impact of search campaign(s).
Search copy	Production of a copy reference deck to guide the successful implementation of a search strategy. Can includes keywords, example copy extracts and rationale.
Search strategy	Development of a user-focussed strategy for the successful implementation of a search campaign, either organic (SEO), paid (PPC), or both.
SEO campaign	Execution of a Search Engine Optimisation campaign to improve performance of websites and other digital property in search results. .
SEO update	Updates to an existing Search Engine Optimisation campaign to improve performance of websites and other digital property in search results.
SOCIAL
Blog	Design and build of a blog.
Blog update	Updates to an existing blog.
Community management	Ongoing community management, including development of written and visual content.
Facebook app	Design and build of a Facebook app.
Facebook campaign	Delivery of a campaign on Facebook. This can include an app, a competition, Facebook advertising and ongoing Facebook posts.
Facebook competition	Design and delivery of a competition on Facebook including data capture and community management.
Instagram campaign	Delivery of a campaign on Instagram This can include a competition, ongoing community management and creative content generation.
Social campaign report	Production of a single report produced to deliver Social Media campaign results.
Social content development	Production of content to support a Social Media campaign and can include copy, imagery, moving image / video footage.
Social strategy	Development of a strategy for the successful implementation of a Social Media campaign.
Twitter campaign	Delivery of a campaign on Twitter. This can include ongoing community management and creative content generation.
YouTube campaign	Delivery of a campaign on YouTube. This can include ongoing community management and creative content generation.
TELEVISION
TV advertisement	Delivery of a television advertisement, from creative through to post-production.
TV advertisement update	Updates to existing campaign creative. This can include a refresh of an old advertisement and result in a new campaign, but is always based on existing assets and thinking,
TV advertising planning	Research, insight, analysis and strategy required to plan and execute a TV campaign.
USER EXPERIENCE
Content strategy	Development of a user-focussed strategy for the successful management and distribution of content.
Personas	Creation of fictional personas to drive product or service design. Personas help model the behavioural traits of users / customers and help develop strategy.
User / customer journeys	Definition of a series of planned and expected journeys as users / customers interact with a product or service.
User testing	Evaluating a product by testing it on real users
UX analysis & reporting	Measuring how well the product meets the needs of the people who actually have to use it, and how easy it is to use in its normal environment
UX prototypes	Development of a prototype model, for example of a website or an app. UX prototypes can range from simple, hand-drawn scamps to complex, interactive screens with many dependencies.
UX research	Applying various techniques in order to add context and insight into the design process. Research is needed to reach new conclusions, establish facts, and find problems
UX strategy	The long-term plan to align every customer touchpoint with a vision for user experience
Wireframes	Design of a series of wireframes structures to enable considered user experiences an interface designs.
WEB APP
Game development	Design and build of a browser based game, or web app.
Game update	Changes to existing game features, content or functions. These projects can include the addition of new functions, such as API integrations and data capture forms, for example.
Software development	Design and build of a web app, these can range from a simple, single function application, a full SaaS software solution.
Software update	Changes to existing software features, content or functions. These projects can include the addition of new functions, such as API integrations and data capture forms, for example.
WEBSITE
Website localisation	Website localisation projects include the optimisation, translation and migration of content from one market to another / to many.
Website	End-to-end design and build projects. Website projects are designed and built from scratch and finish with a live upload.
Website content	Production of website content, such as copy, artwork, graphics and video for distribution and population.
Website content migration	These projects involve the migration of any type of content from one digital property to another. They could include the distribution of content from a hub to microsites, or the result of a website environment merge.
Website form	Design and build of a website data capture form.
Website landing page	Design and build of a website homepage.
Website redesign	Website redesign projects can vary in scale from a simple optimisation of existing code to a full scale upgrade of an existing website platform. They often involve the implementation of new designs and, unlike a website reskin, include new / updated functionality.
Website reskin	Website reskin projects involve the application of new design look and feel to an existing website. They are different from redesign projects in that they do not include new functions / features.
Website support / maintenance	Ongoing website technical support and maintenance.
Website update	Changes to existing websites design features, content or functions. These projects can include the addition of new functions, such as API integrations and data capture forms, for example.
Eccommerce site	Design and build of an e-commerce website, including checkout and shopping cart functionality.
Campaign
Creative development	Ongoing development of an existing piece of high level agency thinking and creative. These projects can help push global ideas into specific markets or channels, or simply take a creative idea further.
Creative strategy & planning	Development of high level, channel agnostic campaign strategy and planning work. These projects enable the successful, subsequent delivery of creative to meet business challenges.
Ideation & concepting	Development of a high level, channel agnostic creative concepting (or ideation) to drive campaign, program or project work.