Solution >>
In an effort to both fuel our national marketing initiatives and ensure brand consistency across multiple cities, we focused on technology as the backbone of our solution. With each new city producing the show, we had to develop tools that enabled the local marketing director to create materials within the national brand guidelines. To reduce costs and increase speed of delivery, we created a complete tour management system that allowed local markets to self-manage a specific section of the Mamma Mia tour website, create custom HTML emails and ad creative and the ability to store, share and customize files in real-time. |
Results >>
The results were seen instantly with a clear reduction in operating costs. For the national production company, they saved operating costs and increase efficiency by no longer having to transport DVD's and data storage via traditional off-line methods and were able to collaborate with the market in a much quicker, more cost-effective manner. In addition, by offering all of the art and marketing files in a controlled setting, they were able to protect the overall use of the brand by better controlling the localization process of materials. As for the local markets, they were happy as they were able to maintain control of their overall marketing without having to rely heavily on the national producers for support. In addition, this system gave them enhanced features, including an email delivery system, that allowed them functionality that they didn't already have in-house. |
