Streamlined and Simplified Marketing Assets: ROI with Expanded Reach to All Brands
Opportunity
Our client is the largest ten-pin bowling center operator in the world. The centers host 28 million guests at more than 300 locations throughout the United States, and operate five brands. With a variety of attractions, special events, leagues and extensive food and drink menu offerings, the company offers a complete bowling, dining, and nightlife experience and is an innovator in the concept of high-end, event-centric bowling.
The company had over 800 products that needed to be updated frequently, which the marketing staff managed manually using spreadsheets. The team struggled with template/personalization management and had an inefficient approval process for updates and design revisions. They were also concerned about inconsistency in branding. In addition, the company was experiencing issues with request fulfillment and tracking orders from individual centers. The company’s goal was to expand the reach of their brands; however, they were unable to track spend, brand property performance, or the success of printed materials in order to measure their success.
ColorArt Solution
ColorArt worked with the client to create a better operational and program governance model. We introduced ColorArt's integrated range of print: full digital capabilities supported by variable programming, commercial print, grand format, promotional items, envelopes, eCommerce, kitting/ pick and pack, distribution, and outsourced partners for member cards.
The company migrated to ColorArt's technology platform and eStorefront, allowing users to customize menu and poster templates which are classified within tiers related to food, drink and game type. The solution also allows for virtual proofing, which provided transparency and an audit trail for edits, and simplified the approval process.
Results
Working with ColorArt's platform has resulted in significant cost savings:
- Freight bill reduced by over 50%
- Reduced obsolescence by over $900,000
- 35% Faster time to market
The client has acknowledged improvements in the print quality of their products. The marketing teams have ability to easily access and share assets and managing the revision schedule is much easier and takes less time, freeing up the teams to focus on their goal of broadening their brand reach. ColorArt's experienced and dedicated team recommended a number of creative solutions for brand products for kids, including Activity Books, a Passport Program, School Flyers and Standees, and we are now producing Human Resources and training materials.
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