Digicel
Modernising marketing methods leads to cost-savings, consistency and cross-team collaboration.
Client
Digicel is a leading provider of communication services in the Caribbean and South Pacific regions. The company offers a range of mobile communications, business solutions, cable TV, broadband and other related products and services to retail, corporate and government customers. Digicel offers high speed internet in 31 markets and holds the number one mobile market position in 25 countries, with a mobile subscriber market share of more than 50%. Mobile services were launched in Jamaica in 2001 and as of September 30, 2019, Digicel had 13.3 million mobile subscribers.
Challenge
The challenge of managing a consistent brand across multiple markets in myriad offices was time consuming, error-prone, and inefficient. The Group’s Chief Marketing Officer knew that technology could streamline the process, so Thirdsound were approached to consult with the management team to identify the core problems and opportunities, and ultimately to roll out, host and support the infrastructure.
Solution
As certified enterprise architects we employed our unique Solutions Framework to meticulously analyse Digicel's requirements, identify core opportunities and prioritise the deliverables based on providing immediate return on investment and the best infrastructure for long term success. The outcome was the development and implementation of a bespoke Asset Management System (AMS) which centralised and streamlined the management of all marketing assets and material, including images, campaigns, project documentation, and brand guidelines.
A seamless and automated approval process allowed the marketing managers in each region to sign off on promotional material, automatically notifying the project team of next steps.
If the design team were required to carry out further amendments they would be automatically emailed with a description, and account managers kept up to date in real time.
Results
The design and implementation of the enterprise platform provided several tangible benefits for Digicel:
Time Savings: The streamlined process significantly reduced the time spent on searching for and managing brand assets across various markets, leading to more efficient workflows and quicker project turnaround times.
Cost Efficiency: By minimising manual errors and streamlining processes, Digicel witnessed notable cost savings in brand management, resource allocation, and operational overheads.
Enhanced Visibility and Consistency: The centralised AMS provided increased visibility and control over brand assets, ensuring consistent usage and adherence to brand guidelines across all markets, thereby strengthening the brand identity.
Improved Collaboration: The AMS facilitated seamless collaboration between different regional teams, fostering greater cohesion and alignment in marketing initiatives and strategies.
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