Using Dot™ to Streamline and Simplify Marketing Assets
The Challenge
Our client is the largest owner and operator of bowling centers in the world. The centers operate five brands, and host 28 million guests each year at more than 300 locations throughout the United States. With a variety of attractions, special events, leagues and extensive food and drink menu offerings, the company is an innovator in the concept of high-end, event-centric bowling.
The company had over 800 types of marketing collateral that to be frequently updated through a process that the marketing staff managed with spreadsheets. The team struggled with template and personalization management, brand inconsistencies, and inefficient approval processes for updates and design revisions. Additionally, the company was experiencing issues with request fulfillment and tracking orders from individual centers. With a goal of expanding the reach of the brand, they needed to overcome the challenge of tracking spend, brand property performance, and measuring the success of printed materials.
The Solution
Marketing.com worked with the client to create a better operational and program governance model. We introduced Marketing.com’s integrated range of print: full digital capabilities supported by variable programming, commercial print, grand format, promotional items, envelopes, ecommerce, kitting/pick and pack, and distribution.
The company migrated to our technology platform and online storefront, allowing users to customize menu and poster templates, all of which are categorized into tiers related to food, drink, and game type. The solution also allowed for virtual proofing, providing transparency and audit trails for edits, simplifying the overall approval process.
The Results
Working with our technology and online platform has resulted in significant cost savings:
- Freight bill reduced by over 50%
- Reduced obsolescence by over $900,000
- 35% faster speed to market
The client acknowledged improvements in the print quality of their products. The client marketing teams can now easily access and share assets. Managing the revision schedule is much easier and more efficient, allowing more focus on their goal of broadening their brand reach.
The success of the program engaged additional projects. In addition to producing Human Resources training materials, the centers implemented several kid-friendly creative solutions, including a Passport Program, branded activity books, school flyers, and standees.
If this success story leaves you itching for more information about Dot™, please contact us to learn more about our unique problem-solving approaches.