BRIEF CLIENT interne EVO test .pdf



Nom original: BRIEF CLIENT interne EVO_test.pdf

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BRIEF CLIENT
Nom du projet : _______________________________________
_________________________________________________
N° de projet : _________________________
N° de devis : _________________________

COMPRENDRE LE CLIENT

La marque et l’enseigne

Identité
Qui : qui est le client (date de création, capital, présence …)
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________
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Quoi : que vend le client ?
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Où : quels sont ses canaux de vente (magasins, site internet...) ?
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Comment : quels sont les supports de communication ? Et leur fréquence ?
______________________________________________________________________________________________________________
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Quelles sont les Valeurs de l’entreprise ?
______________________________________________________________________________________________________________
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Positionnement
Sur le marché (prix, qualité, concurrents…)
______________________________________________________________________________________________________________
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En terme de communication (identité visuelle, charte, tonalité...)
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Prestataires actuels
______________________________________________________________________________________________________________
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Organisation
Structure interne / Rôle de chacun _________________________________________________________________________________
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2

COMPRENDRE LE CLIENT

Ses cibles : prospects et clients

Cible
Typologie et caractéristiques (csp, loisirs, famille, sexe...)
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________
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Comportement client
Panier moyen, fréquence achat, canal d’achat...
______________________________________________________________________________________________________________
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Perception actuelle : Image de marque, notoriété…
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Perception souhaitée
______________________________________________________________________________________________________________
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3

OBJET DU BRIEF / BESOIN CLIENT
L ogistique

S tylisme

3D

Projet
Web

(p. 6)

(p. 9)

(p. 12)

(p. 15)

R égie extérieure

P hoto

Direction artistique

Vidéo

(p. 7)

D éco

(p. 8)

(p. 10)

T raitement image

(p. 11)

Description du besoin

(p. 13)

(p. 16)

Pré-presse

Banque image

(p. 14)

(p. 17)

Piivo (annexe 1)

(message, supports, quantités, thème….)
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Objectifs du besoin exprimé
Commerciaux / Image de marque / Qualité / Prix / Process / Délais…
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Dispositif existant à intégrer
Agences / Imprimeurs / Process de validation / Logiciels et outils de production (ftp, banque image... : fournir identifiants et mots de passe)
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Cross-sell
Opportunités ? (Si Piivo, voir annexe 1)
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4

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

Planning
Date de livraison au client
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Date de livraison des éléments du client chez Evolution (exemples : échantillon, texte fiche produit, images, charte, chemin de fer….)
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Délais de validation client
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Interlocuteurs
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Documents remis par le client pour la définition du besoin
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Documents ou produits attendus
Besoins pour démarrer et assurer la production PAR EXPERTISE MÉTIER
(pages suivantes)

Droits d’utilisation à l’image
Oui / Non / Durée : _____________________________________________________________________

5

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

LOGISTIQUE
Fichier excel :
______________________________________________________________________________________________________________

Volume prévu en livraison :
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Comment arrivent les produits (de la centrale, livraison fournisseur, retrait par Evolution...) :
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Type de conditionnement :
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Valeur des produits :
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Réferencement des produits arrivants en adéquation avec le fichier excel :
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Référence du produit disponible ou à créer / Si création de réf, une réf unique par produit :
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Montage à réaliser :
______________________________________________________________________________________________________________
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Devenir des produits : restitution / non restitution / destruction
En cas de restitution : reprise client ou rééxpédition
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Retour des produits (montés ou démontés)
_________________________________________________________________________________________________
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Autres_________________________________________________________________________________________________________
6

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

RÉGIE EXTÉRIEURE
Proposition de lieux (faite par le client ou Evolution ?) :
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Nombre de personnes client pour repas :
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Moyen de locomotion des clients :
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Autres_________________________________________________________________________________________________________
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7

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

DÉCO
Type de décor :
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Utilisation du décor : photo ou vidéo
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Récupération ou construction :
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Rough / plan ou cadrage (H x L) dans page :
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Nombre de m2 :
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m2 de matériaux et type (ex : brique de parement, isolant...) :
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Mise en eau / en électricité :
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Type de sol :
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Plafond :
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Shoot extérieur :
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Autres_________________________________________________________________________________________________________
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8

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

STYLISME
Budget achat :
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Intentions stylistiques (piges, planches tendances) :
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Besoin d’achat fournitures ou accessoires de montage (ou fourni par le client) :
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Besoin prépa textile :
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Quid mannequin / make up /  locations maisons :
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Autres_________________________________________________________________________________________________________
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9

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

PHOTO
Charte photo :
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Règles de nommage :
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Typologie de photo (ambiance ou détouré) :
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Photo extérieure (besoin de repérage) :
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Type de validation (sur place ou evoview) et délais de validation :
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Format photo (H x L) :
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Destination de la photo (web, print...) :
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Angle de vue/ lumière :
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Autres_________________________________________________________________________________________________________
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10

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

TRAITEMENT IMAGE
Détourage :
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Détourage + Blanchiment :
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Blanchiment :
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Blanchiment avec ombre :
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Psd en transparence :
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Retouche :
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Chromie :
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Format d’image à intégrer (rvb, jpg, png - 2000x2000 etc…) :
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Mode de livraison : (Banque, ftp, etc...) :
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Destination (Web, Print ou Web+Print) :
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Profil colorimétrique (pour le print) :
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Autres_________________________________________________________________________________________________________
11

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

3D
Type de prestation : animation ou image fixe (ambiance ou cyclo) :
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Définition (72 dpi / 150 dpi / 300dpi) :
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Résolution (2k / 4k / full hd...) :
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Format de livraison :
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Type de rendu (réaliste / cartoon / autre) :
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Format des fichiers livrés par le client :
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Intention de lumière et matière :
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Mood-board / Intentions stylistiques :
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Tailles des objets à modéliser ou possibilité de livrer l’objet sur site :
______________________________________________________________________________________________________________
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Autres_________________________________________________________________________________________________________
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12

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

DIRECTION ARTISTIQUE
Creuser plus sur les envies, le ressenti, les émotions… du client en face de lui pour le séduire.
Ex : Je voudrais une newslettrer « moderne » n’est pas suffisant. Essayer de demander un maximum d’informations
pour accompagner le terme « moderne », pige éventuelle, références… même dans des univers différents du leur. 
Planche tendance.

Autres spécificités :
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Direction artistique opérationnelle (DA photo, crayonnés page, suivi DA print..) :
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Autres_________________________________________________________________________________________________________
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13

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

PRÉ-PRESSE
Type de document (catalogue / tract / flyer / notice / ILV / packaging...) :
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________

Type d’éléments fournis (fichier excel, fichiers indesign, illustrator, crayonnés DA...) :
______________________________________________________________________________________________________________
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Charte graphique :
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Format du document :
______________________________________________________________________________________________________________
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Nombre de pages / Chemin de fer :
______________________________________________________________________________________________________________
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Versions (langues, magasins, repiquages...) :
______________________________________________________________________________________________________________
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Rédaction :
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Type de fichiers à livrer (natifs, PDF HD...) :
______________________________________________________________________________________________________________
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Photogravure (PDF HD certifiés, sorties GMG) ? Coordonnées & contact imprimeur / Cahier des charges :
______________________________________________________________________________________________________________
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Technique (débord, blanc tournant, forme à découpe, profil colorimétrique, type d’impression hélio-offset-numérique...) :
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Versions supplémentaires (version en ligne, tablette, zones de click, moteur de recherche...) :
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Autres_________________________________________________________________________________________________________
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14

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

WEB
WEB développement
Site e-commerce ou vitrine (B to B - B to C) :
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________

Fonctionnalités particulières : flip book, pages inspiration, vidéo intégrées, panier one clic, blog :
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Application mobile / fonctionalités / objectifs :
______________________________________________________________________________________________________________
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WEB design
Type (bannière, newsletter...) :
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Format (taille, poids...) :
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Inspiration (pige, charte...) :
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Animation commerciale / Stratégie / Trafic management
Cible :
______________________________________________________________________________________________________________
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Objectifs :
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Performances :
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________

Autres_________________________________________________________________________________________________________
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15

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

VIDÉO
Type de vidéo (produit, tuto, reportage, pub…) :
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Support de diffusion (internet, magasin...) / Format de vidéo :
______________________________________________________________________________________________________________
______________________________________________________________________________________________________________

Durée :
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Spécificités techniques (éclairage, pris de son...) :
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Voix off (texte fourni ou écrit par nos soins?) :
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Interview (nombre de personnes ?) :
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Musique :
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Traduction (fournies ?) :
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Acteurs :
______________________________________________________________________________________________________________
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Si manipulation, pose produit, technicien externe ou acteur :
______________________________________________________________________________________________________________
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Lieux de tournage :
______________________________________________________________________________________________________________
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Charte existante pour habillage graphique (motion design) / Récupération des éléments psd :
______________________________________________________________________________________________________________
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Autres_________________________________________________________________________________________________________
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16

OBJET DU BRIEF / BESOIN CLIENT

Contexte de production

BANQUE IMAGE
Banque image en gestion interne ou collaboratif client :
______________________________________________________________________________________________________________
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Arborescence existante ou à créer :
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Format / Résolution d’images :
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Arborescence salle d’attente (zone import - pour taitement - en cours de traitement - fichiers erreur...) :
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Autres_________________________________________________________________________________________________________
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17

OBJET DU BRIEF / BESOIN CLIENT

ANNEXE 1

PIIVO
Process de questionnement
Le client veut-il un outil de gestion de contenu (banque image, banque produit, outil gestion opérations commerciales)
ou plutôt un service de création de contenu ?
=> Il veut un outil => renvoyer l’info à Digital pour rendez-vous commercial
=> Il veut un service, alors on continue les questions :
Questions de périmètre :
- Quels sont les services concernés (photo, catalogue, retouche image, logistique, etc...) ?
- Le client a-t-il une base informatique de produits ?
- Quels sont les canaux de publication du client ? (papier, site e-commerce, affichage en magasin, etc)
Questions structurantes sur la collaboration :
- Le client souhaite-t-il du contrôle et inter-agir avec les outils de prod de l’agence ?
=> NON = étude pour mise en place d’un PiiVO interne, non ouvert au client = réunir les experts pour GO de prod
=> OUI, question:
- Souhaite-t-il s’approprier l’outil et le personnaliser par rapport à ses équipes et à ses méthodes de travail ?
    => NON = étude pour mise en place d’un PiiVO interne, ouvert au client = réunir les experts pour GO de prod
    => OUI = renvoyer l’info à Digital pour un rendez-vous commercial
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