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Creative copy breakdown, creative review and QC - Transcreation

Formats: Webinar presentations
Topics: Translation project management
Services and specialization
Translation project skills
Editing and proofreading
Localization
Translation quality assurance

Course summary
Start time:Jun 21 14:00 GMT     Add to calendar

Duration: 60 minutes.

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The webinar video will be emailed to all registered and paid users within one working week after the training. Even if you do not attend the online session you will still have unlimited access to the video recording and training materials within one working week after the course.

Important: Those who purchase a seat in advance may be able to pay an "early bird" or cheaper price, and those that confirm participation later or last minute, may likely get to pay a higher fee. In some training sessions a price increase based on the number of registrants may also apply, i.e. the first 15 registered pay one price, the next 10 pay a a slightly higher price etc.


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Language:English
Summary:Produce copy adaptations that keep clients coming back for more - every single time. You will acquire simple, replicable skills that will equip you to analyse creative copy accurately and precisely, 'spot' potential pitfalls from a mile, and gain the ability to break down any piece of creative copy took its bare bones.
Description
In one hour, you will learn how to tackle creative copy to ensure that the adaptations you will deliver will be of the best quality and will keep your clients happy and coming back for more.



The session is in 2 parts:

1- Copy breakdown: this is the 2nd step of the transcreation process, the first one being receiving a detailed creative brief, and information about the brand, product, campaign, execution, target audience, tone of voice, and any additional information that might affect transcreation.

This step is extremely vital to produce good transcreation. It should normally be the responsibility of the Project Manager putting together the copydeck to be shared with copywriters handling transcreation. Without copy breakdown, it is virtually impossible to ensure that all the layers of meaning of creative copy have been covered, which makes it really difficult to produce great adaptations. It is a very useful skill that will enable any and every linguist engaged in any form of language adaptation to train their brain to 'see' beyond the obvious when looking at copy.

In the 1st part of the session, we will look at 4-5 pieces of copy (from existing or made-up ads) and break the slogans down as a way of preparing the copy from language adaptation.

2- Quality Control & Review: It is also essential to have a solid reviewer (Copywriter 2) and an experienced and detail-oriented Project Manager to ensure that all the bases are covered and that the final adaptation delivered to the client ticks all the boxes. This is definitely a context where one can say 3 brains are better than one.

This section will focus on 'what to look out for' in the adaptation (between Copywriter 1 and Copywriter 2's delivery) - primarily for Project Managers - and for the 2nd copywriter, what reviewing creative copy means, what the role entails, how far Copywriter 2 should get involved etc.

Note: Participants will have time to think about the lines, suggest interpretations, and discuss any aspects they would like to clarification on/to make a contribution to.


Training program:

  • What is copy breakdown?
  • Tools and techniques to do effective and accurate copy breakdown
  • How to avoid misinterpretation
  • What is the role of the 1st/2nd copywriter (the reviewer)?
  • How to carry out sound and thorough Quality Control for creative copy
  • How to produce adaptations that are on brief, in line with the campaign, TOV, and relevant to the Target Audience
  • Q&A
  • Target audience
    Experienced translators wanting to launch into transcreation.
    Copywriters who want to hone their transcreation skills.
    Freelance linguists or content writers struggling with creative copy.
    Project managers who want to master the transcreation process and be in control of what they deliver/improve their performance.
    Learning objectives
    This course will teach you how to:

    - approach creative copy, even the most tricky ones
    - become a more efficient copywriter
    - become a more efficient creative copy reviewer
    - spot the pitfalls early on and find ways of overcoming them
    - partner better with your client as you will start learning what counts as a valid issue and when to raise issues.
    Prerequisites
    - Some knowledge of language adaptation
    - An interest in advertising and marketing communications
    - Knowledge of at least 2 different languages
    - Ideally, at least 2 years of experience as a translator or a Masters in Translation/Diptrans qualification
    - Be working as a Translation or Transcreation Project Manager
    Program
    Click to expand
    Content

    - What is copy breakdown?
    - Tools and techniques to do effective and accurate copy breakdown
    - How to avoid misinterpretation
    - What is the role of the 1st/2nd copywriter (the reviewer)?
    - How to carry out sound and thorough Quality Control for creative copy
    - How to produce adaptations that are on brief, in line with the campaign, TOV, and relevant to the Target Audience
    - Q&A
    Virtual platform system requirements (click to expand)
    Click to expand
    For PC-based Users:

    • Required: Windows 7 – Windows 10
    • Required: Google Chrome v39 or later; Mozilla Firefox v34 or later; Internet Explorer v8 or later (JavaScript™ and Java™ enabled)
    • Required software: GoToWebinar desktop app; JavaScript enabled
    • NOT required: Microphone - attendees can communicate with the trainer through incorporated chat.

    • Internet Connection Required: 1 Mbps or better (broadband recommended)
    • Recommended: 2GB or more of RAM (recommended)


    For Mac®-based Users:

    • Mac OS X 10.8 (Mountain Lion) – 10.11 (El Capitan)
    • Required: Microsoft Edge; Apple Safari v6 or later
    • Required software: GoToWebinar desktop app; JavaScript enabled
    • NOT required: Microphone - attendees can communicate with the trainer through incorporated chat.

    • Internet Connection Required: 1 Mbps or better (broadband recommended)
    • Recommended: 2GB or more of RAM (recommended)

    Join from Android

    • Operating system: Android 4.0 (Ice Cream Sandwich) or later
    • Internet connection: 3G connection or better (WiFi recommended for VoIP audio)
    • Software: Free GoToWebinar App from the Google Play Store



    Recommendations

    • For the visual section of the training course, we recommend that you have a 64kbps link. This means using an ISDN line or Broadband. Wireless connection is NOT recommended.
    • For the audio section of the training course, we recommend that you have a headset or speakers.
    • We recommend that you log in 30 minutes in advance of the start time to prepare for the training course.

    Courses will be open half an hour before the start time. Please login before the start time to ensure that everything on your system is working correctly.
    Registration and payment information (click to expand)
    Click to expand
    Click on the buy button on the right to purchase your seat

    Steps to take your training:

    To register in this session please click on the "register and pay later" button on the right. Your status will be marked as "registered" and it will indicate only your interest in the training session. Status changes to registered and paid when payment is processed and informed to ProZ.com.

    To purchase your seat at this session please click on the "buy" button. Available slots are limited and will be assigned to registered and paid participants as soon as payment is reported. Early payment is advised in order to secure participation. Allow some time for payment processing if you are paying by wire transfer.

    Important: Those that purchase a seat in advance may be able to pay an "early bird" or cheaper price, and those that confirm participation later or last minute, may likely get to pay a higher fee. In some training sessions a price increase based on the number of registrants may also apply, i.e. the first 15 registered pay one price, the next 10 pay a a slightly higher price etc.

    Early payment is advised in order to secure participation and help reach the course minimum participation - unfortunately, courses may occasionally be cancelled or rescheduled, if the confirmed participation in advance is very low.
    Trainer
    muloti    View feedback | View all courses
    Bio: Constance considers herself a Third Culture kid and a life long student. Born in Paris, France, she is a native French speaker, and a general lover of languages, travels, music and academia. Having lived and traveled in several continents, she is very comfortable working with people from different cultural backgrounds. She has made her home in the UK for over a decade now.

    Constance holds a Certificate in Translation from the British Institute in Paris, a Diploma in Translation from the Chartered Institute of Linguists, a Masters in Research (Language, Discourse and Communication) from Kings College London.

    She also holds a PGCE/DTLLS, the Professional Graduate Certificate in Education, and taught French and Translation to adult learners in a FE college for three years. She was a translator and interpreter for over 15 years and has been working as a Translation Team leader and Account Director in a Marketing and Communications agency for the last 5 years.
    Comments about this course


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