digital asset management

The marketing and creative enterprise managed digital assets across multiple channels, teams, and systems without a centralized solution for storage, organization, governance, collaboration, and distribution. As the volume of creative content grew and multichannel campaigns increased, a dedicated Digital Asset Management (DAM) became necessary to solve for operational inefficiencies, brand inconsistency, duplicated work, compliance risks, and delays in campaign execution. 

Plan

Designed, planned and implemented the national enterprise marketing and creative organization’s digital assets across multiple channels, teams, and systems.

Collaborate

Worked with Digital Asset Management partners to develop a centralized repository and workflow solution that enables marketing, creative, brand teams to efficiently manage the lifecycle of digital assets—storage, organization, governance, collaboration, and distribution.

Developed: Security matrix, Taxonomy Matrix, Enterprise keywords and metadatta 

Results

The integrated platforms improved collaboration, accelerate time-to-market, strengthen brand governance, increase asset reuse, and support scalable omnichannel marketing operations.

Programs

Sitecore Content Hub, Adobe, Google Suite, Asana, Lytho, Print centers

The Creative Team had a need for an updated job submission process, project management and automation systems. The small long-standing creative team had little to no filing system cohesion (naming conventions, library, searchability, organization) for the immediate team and across the organizations' 40 departments. In addition, deadlines were being missed, jobs were lost/dropped, and most projects were ‘urgent’. Creative assets for the entire organization were not centralized.

Department structure was needed to adapt the Department from on-site working conditions to remote working conditions (most importantly due to COVID-19). Consistent work on this process is needed to meet the ever-changing needs of the remote Creative Department.

Plan

Create a 24hr web submission process & creative brief within new website. Plan deadline structure and scopes of work for general project types. Implement project management systems and photography asset management systems.

Organize

Organized shared server, folder and file naming conventions. Developed Creative Department scopes of work for turnaround timelines. Tracked photo licenses (and avoid copyright problems) by using a visual asset management system such as Libris.

Develop

Developed an online submission form and manage backend DAM photography system.

Developed scopes of work and created deadline structure for clients to establish a cohesive creative schedule which allows for true emergencies. Created Department website job submission forms that link to backend Google Drive spreadsheets systems and project management logging programs via automated systems and plugins.

Collaborate

Stakeholders, Marketing & Communications Departments, Photographers & Designers

Search Strategies

Forms fields, meta tagging, consistent filing, systems, internal program searches, spreadsheet, searchability, web searchability, SEO, job tracking, calendars, automation

Programs

HTML markup, php, Google Suite, Trello, WebAdvisor, Adobe Cloud, Outlook Drive, Trello, Asana, HUB, Server, Photoshelter, Libris, Zapier

Metrics

Improved efficiencies of on-line art request submission process through program and system automation.

Multiple file naming convention strings were used for internal and external sourcing, archiving, and structuring. The small start-up company had a need to centralize, secure, and organize rapidly growing volumes of content. A single source of truth was needed to be developed.

Plan

Planned for a cohesive file storage and taxonomy system to allow for multi-use access. Developed Creative and Marketing Department asset management structure and integrated web applications for automated project systems and processes including assets and library server. Vendor file transfer instructions and standard taxonomy guidelines were developed.
 

Collaborate

Assist cross-department functions with Marketing, Operations, Technology and Client Relations.

Systems

Google Suite, server, Adobe Cloud, script automation, plugins.

Search Strategies

Forms fields, internal metatagging, search automations, file convention structure, Indexing and archiving

Programs

Zapier, Trello, Google Suite, HTML markup, Trello, Salesforce, Asana, Adobe Creative Suite

Metrics

Average of 99% on-time art delivery due to process development and timeline structure implementation.

Nationally

 A digital library archiving system and marketing (DMA & CBSA) search & automation process was needed on a national level for the 44 markets. Creative assets and photography for the entire organization were not centralized.

Locally

The local branch of the global advertising company had a need for an efficient and effective creative project management process, cohesive server filing system, and creative review process. Project flow and realistic deadlines needed to be implemented.

Plan & Collaborate

Nationally

Develop a team of Creatives, Librarians, IT staff and Marketers from each market to collaborate on creating a digital archiving system.

Locally

Set short and long term goals to plan and develop a creative request process, establish agency creative briefs, and create marketing materials. Design a plan for the Account Executive sales team of 8 and stakeholder training for the new creative process.

Filing systems should be established to setup departments for long-term success. Creative needs and production expectations should be established and assessed with clients upfront. Adequate training is needed for sales teams on creative process. Systems should allow for transparency between clients and creative departments.

Organize

Nationally

The system and process took over one year to design, implement and test. This was a massive undertaking revolving many departments, teams and stakeholders.

Locally

Organized shared server, folder and file naming conventions, Adobe Cloud, Developed Creative Department scopes of work for turnaround timelines, Managed royalty free and rights-managed image accounts and tracked and archived model releases in filing system.

Develop

Nationally

Worked with national team to research, test, and develop national library system. Designed metatagging hierarchies, search systems, storage archives and filing structures for all national assets.

Locally

Implemented project management process, creative request system, asset library and photography tracking. Created a filing system and structured file naming conventions and folder names for over a decade of files. Developed creative scopes of work for turnaround timelines.

Search Strategies

Forms fields, back end coding, metatagging, internal and external program searches, spreadsheet searchability, web searchability, SEO, job tracking, calendar blockouts, coding strings, automation

Photography Search Strategy

Develop Photo Standards, Implement locality search system

Metadata & User Ablity

Search by: display, size, direction, location, impressions, mapping capability

Programs

HTML markup, Media Hub, BIS programs, internal development with IT Department

Metrics

Creative delivery times increased form 72% - 97% ontime delivery over a period of 3 months.