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Our Client

A global leader in audio and communications technology, Headquartered in Northern California.

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The Challenge

With a creative services team comprised of full-time and part-time staff, in addition to agency resources; the company’s marketing organization struggled to manage ebbs and flows in workload, ensure quality and brand consistency, and keep budgets under control. As the company grew, the organization also realized the need for a more efficient marketing communications team to create and manage programs—plus expanded marketing automation expertise to execute programs quickly and effectively. 

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The Solution

We proposed a managed marketing service solution to address our client’s creative services challenges and scale as marketing needs grew. First, we built a team of eight creative professionals to work onsite and support the key creative needs of the organization. The team is managed by our Managed Service Lead, who receives all incoming requests, assigns resources, and tracks workflow and timelines. The core team includes experts in art direction, creative design, production, packaging, video, and digital archiving. When workflow exceeds bandwidth or a needed skillset isn’t available in the core team, we augment the team using a flexible pool of resources. Everyone in the pool is brand-trained and readily available.  

Next, we expanded the managed service to include a four-person marcom project management team to execute marketing communications for customer, sales, and channel programs. The team recently began supporting HR communications as well.

Finally, as the number of marketing programs increased to 300+ per quarter, we added a three-person marketing automation team to execute the programs, analyze customer and campaign data, and track program results. And, with the success of the US marketing team’s managed program service has been expanded to support the global marketing organization.

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The Impact

With the managed marketing service in place, our client’s marketing organization has reduced its overall spend on asset creation so they can shift their investment to campaign amplification, improving the results of their customer engagement efforts. By using a blend of resources appropriate to each project, we’ve eliminated some of the external agency costs while ensuring that our client benefits from the right expertise at the right time. We’ve taken full responsibility for people management, workload balancing, and on-boarding of new team members, allowing our client’s marketing leaders to stay focused on strategy for the overall organization. And with our onsite teams tightly integrated into the organization, we’ve fostered a close partnership that provides business continuity and delivers successful programs. 

Key Accomplishments

  • 1600+ Successful Programs Delivered Per Year
  • Service Expands to Globally to 3 Continents
  • Marketing Resource Flexibility & Business Continuity
  • Focus on Strategy
  • Reduced Overall Spend

Key Responsibilities

MARKETING COMMUNICATIONS
  • Channel Marcom Programs
  • Partner Marcom Programs
  • Corporate Marcom Programs
  • HR Communications
CREATIVE SERVICES
  • Art Direction
  • Creative Design
  • Digital Production
  • Copywriting
  • Video Production
  • Digital Librarian
  • Traffic Management
Marketing Automation
  • Demand generation
  • Analytics
  • Automation Workflow

Technology Expertise

  • Workfront
  • Marketo
  • OpenText (DAM)
  • Adobe Creative Cloud
  • Web Tools