Marketing Content Management Solutions
New Marketing Content Management Solutions
To Improve Collaboration, and Lower Production Costs
In 1955, Mr. Rolf C. Hagen founded the Rolf C. Hagen Company in Montreal, and, with the help of his brothers Dieter and Horst, has grown it into the largest and most effective privately run pet product manufacturer and distributor in the world. In addition to the Montreal headquarters, Rolf C. Hagen Inc. has wholly owned subsidiaries in the United States, England, France, Germany and Malaysia; joint ventures in Japan, Korea, Thailand, and South Africa; and strong partnerships in other countries such as Spain, Mexico, Italy, Australia, New Zealand, Taiwan, and The Philippines. The Rolf C. Hagen (RCH) distribution capacity spans the globe to provide pet supplies to the independent pet trade. The company now directly employs thousands of people worldwide.
Business Problem(s):
• RCH needs to distribute marketing materials to thousands of worldwide distributors and retailers—from the mom-and-pop pet store to the PETCOs of the world—in a timely manner.
• Seasonal or on-demand production and distribution of RCH product image CDs are costly and time consuming.
• Without digital asset management (DAM), RCH was unable to ensure that their customers used the most current or accurate marketing materials appropriate to their markets.
• Without asset sharing through DAM, RCH would often hire creatives, e.g., photographers or graphic designers, for similar projects in various parts of the world, leading to redundant assets and costs and disparate looks and feels for the brands.
What was RC Hagen’s Solution to this problem?
• Deploy a robust, flexible Digital Asset Management (DAM) solution that provides discrete management and on-demand access for the full spectrum of content ranging from rich media, graphics and video, business documents, and workflow processes – all integrated to create a unique marketing content management solution.
• For the initial phase of the project, RCH is using AMA with standard configuration. End users have only search and download capabilities, while internal users have a broader range of functions.
• RCH is building separate directories of marketing material for six geographical markets: Canadian (English & French), US, UK, Spanish, German, and French. Some assets will cross directories; some will be unique in style and content.
• RCH translates the country directories into localized “portals” through custom development.
• RCH will store only their “gold standard,” high-resolution images in their DAM system called ActiveMedia.
Key Results:
• Improved customer service. RCH distributors will be able to access promotional materials on an as-needed basis and download them directly at any time of the day without having to contact an RCH representative.
• Improved marketing control.
o Corporate and regional marketers can now ensure that their customers get the right material at the right time for the right market.
o Only the “gold standard” image or copy will be accessible through the DAM, enabling a standard look and feel for the brands. This is crucial during product launches that cross multiple markets.
o In the future, “Advertising Kits” with pre-defined layout and content will be distributed via the DAM to further protect RCH brand equity.
• Improved organization. DAM enables RCH to organize a vast library of content in a central repository. RCH implemented an organizational paradigm based on the company’s internal inventory system, which is already familiar and easy to learn for the employees and customers. Having a central repository ensures that everyone has access to current images, preventing re-shooting an image that cannot be found.
• Time and cost savings. By moving image distribution to ActiveMedia, distributors get the assets they need, whenever they need them, on a self-service basis. Previously, distributors would call sales reps, who would contact marketing, to request an individual image or set of images, which would need to be burned to CD and shipped to the distributor. With thousands of distributors, this represents a huge time and cost savings to RCH. In addition, reuse and asset sharing will cut costs by eliminating duplicate creative efforts.
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Technorati| Attachment | Size |
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| Screen Shot RC image exachange.doc | 187.5 KB |