The client: The Spectrum Group
The Spectrum Group provide professional services around Seismic Data Processing, Multi-Client and Offshore Acquisition. They have offices located in four continents, with work including highly technical geological surveys and sophisticated data processing for the oil and gas industry.
The challenge
The Spectrum Group's marketing fell on the shoulders of one marketing professional based in the UK, with the challenge of:
- Maintaining and protecting the brand identity in all four continents
- Making efficiency savings in the way marketing collateral was managed for each of its offices, and reducing wastage of poor quality collateral
- Finding an online solution that would be accessible across the world, easy to navigate and understandable in the various international territories
- Establishing a range of checks which allowed quality control without being onerous or time consuming
The solution
We suggested a marketing resources centre, which could provide The Spectrum Group with:
- Structured templates which would maintain consistenty of the brand but allow a degree of customisation for users, including country specific sizing
- Autonomy for users to produce marketing materials whenever required, but with an automated approval process allowing Marketing to maintain control
- An intelligent photo library that checked images for size and quality, so resolving the issue of poor imagery used in materials
- An efficient process for approvals, which sends items to print automatically once approved by Marketing
The results
The Spectrum Group gained vast improvements due to the sole marketing professional being freed up from brand compliance and proof approvals, and provided:
- Time efficiencies in the process of producing marketing collateral
- An intelligent system which enables people to have a degree of flexibility with content whilst remaining within brand guidelines
- A vast reduction in reprints and wastage caused by mis-branded and poor quality materials
- A reduction in stockpiling of materials, as orders could be placed in a 'when needed' basis
The future
Spectrum group continue to evolve and develop their marketing collateral to fit in with the changing needs of their global offices.
