杜伦大学利用 Brandfolder 的内容自动化进行转型
技术
- 平台即服务 (PaaS) - 应用开发平台
- 传感器 - 全球定位系统
适用行业
- 教育
- 安全与公共安全
适用功能
- 采购
- 销售与市场营销
用例
- 人员跟踪与监控
- 智慧校园
关于客户
杜伦大学是世界上最古老、排名最高的大学之一。它总部位于英国，在竞争激烈的高等教育市场中运营。该大学拥有近 20,000 名学生和 4,300 名教职员工。它拥有一个校区和两个国际卫星办公室。该大学的中央营销团队支持大学内各个不同部门的众多目标，经常面临由于预算保守和工作量增加而带来的挑战。
挑战
杜伦大学是世界上最古老、排名最高的大学之一，在管理其营销工作方面面临着重大挑战。中央营销团队的任务是支持大学内不同部门的各种目标。然而，由于预算保守且需要满足自己的 KPI，该团队的反应多于主动，导致与其他部门的关系紧张。在创建本地抵押品时，营销团队经常被视为“品牌警察”和“阻碍者”，导致利益相关者感到沮丧。此外，该团队正在应对不断增加的工作量和无法提供整个组织模板开发所需的灵活性的解决方案。在彻底改造大学的品牌外观和感觉后，团队意识到他们需要一个预算友好、灵活的平台，提供自助服务选项，以便在整个大学轻松、完美地推广品牌。
解决方案
杜伦大学需要一种解决方案，允许所有员工自助满足其部门的营销需求，使用可跨多个部门使用的灵活模板，同时保持品牌形象，并且易于使用且足够灵活，无需营销即可进行更改团队的帮助。该解决方案还需要让营销团队能够输入和概述内容，被视为流程中的战略合作伙伴，降低成本，并提供支持以确保用户接受培训并充满信心。经过涉及大量员工利益相关者的详细采购招标流程后，Brandfolder Content Automation 被选为解决方案。该平台使杜伦大学的营销团队能够推出新品牌，并帮助各部门和员工自助满足其内容需求。
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