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The
Challenge
For Banyan Tree, their brand name is their essence. The marketing
and communications team, therefore, hold great responsibility
in ensuring that all materials that are used by the vast number
of internal and external communication channels carries the
same brand message.
Traditionally, the
marketing team has to coordinate these efforts with internal
marketing staff, external advertising agencies, travel partners,
press and other service providers all at different locations.
More often than not, it is media-rich files, containing elements
that accentuate the marketing message, are what is being circulated
amongst these numerous parties.
These content and
media assets were often stored unsystematically in diverse
numbers of folders on their intranet. In addition, the transfer
of these media assets from one party to another was done through
their e-mail system or were saved and sent through CD-ROMs.
Often, the files went missing or wrong files were sent out.
All these mistakes added to the operating cost of the company.
“We are always
looking for better and more innovative ways to maximize the
value of our assets and improve the work processes within
our company,” says Mr Edwin Yeoh, Managing Director
of the Banyan Tree Group. A solution was sought to meet four
challenges that Banyan Tree faced.
1)
Greater control should be exercised to protect and maintain
the brand of the company |
2)
Media assets to be systematically classified and stored
to ease retrieval |
3)
The collaborative processes should be simplified so
as to ease the burden of the marketing team |
4)
Media assets should be accessible to all relevant parties,
anytime…anywhere |
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Solution >>
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