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Durham University's Transformation with Brandfolder's Content Automation
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - GPS
Applicable Industries
- Education
- Security & Public Safety
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Personnel Tracking & Monitoring
- Smart Campus
The Challenge
Durham University, one of the world's oldest and highest-ranked universities, faced a significant challenge in managing its marketing efforts. The central marketing team was tasked with supporting various objectives from different departments within the university. However, with a conservative budget and their own KPIs to meet, the team was more reactive than proactive, leading to strained relations with other departments. The marketing team was often seen as 'brand police' and 'blockers' when it came to creating local collateral, causing frustration among stakeholders. Additionally, the team was dealing with an increasing workload and a solution that failed to provide the flexibility they needed for template development across the organization. After overhauling the university's brand look and feel, the team realized they needed a budget-friendly, flexible platform that offered a self-service option for easy and flawless brand rollout across the university.
About The Customer
Durham University is one of the oldest and highest-ranked universities in the world. It is based in the United Kingdom and operates in a highly competitive higher education marketplace. The university supports a cohort of almost 20,000 students with a staff of 4,300. It has one campus and two international satellite offices. The university's central marketing team supports numerous objectives from various different departments within the university, often facing challenges due to a conservative budget and increasing workload.
The Solution
Durham University needed a solution that would allow all staff to self-serve their department's marketing needs, use flexible templates that could be utilized across multiple departments while remaining on-brand, and be easy to use and flexible enough to make changes without needing the marketing team's help. The solution also needed to allow the marketing team to have input and overview of content, be seen as strategic partners in the process, keep costs down, and provide support to ensure users were trained and confident. After a detailed procurement tender process involving a significant group of staff stakeholders, Brandfolder Content Automation was chosen as the solution. This platform enabled Durham University's marketing team to roll out the new brand and help departments and staff self-serve their content needs.
Operational Impact
Quantitative Benefit
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