Customer: Universal/MCA Records
Create a solution that
could quickly idenfty needed materials residing in different computer
and paper-based systems, in order to create, produce and distribute
Improve the accuracy of the media kits
Solution needed to be in place in a very short time frame
Keys to Success:
A Web browser provided access to system
Used company's existing intranet which minimized need for staff training
Creation of a central repository to manage multimedia assets
time Universal/MCA Records issues a new musical release, a mad scramble
to create and distribute background materials to the media was on.
Demand for new releases hinges on consumers being deluged by news
stories, on-air mentions and promotional videos about the new release.
It is the media kit, a compilation of materials including visuals of CD
covers, play lists, press releases, artist photographs, press clippings
and background information, that fuels new release promotion. A wealth
of multimedia assets had to be quickly searched to create, assemble and
distribute the media kit.
At Universal/MCA Records, the needed
materials resided in different computer and paper-based systems, making
the creation, production and distribution of the media kit a painful,
expensive, and time-consuming process. In the competitive world of music
promotion where timing is critical, Universal/MCA Records decided to
search for technology that would speed the process.
The kind of
technology solution that Universal/MCA Records needed would unify the
multimedia asset types held in disparate systems, streamline the process
of creating a media kit and ultimately improve the accuracy of the kit
as well. Access to the new system would have to be simple because
marketing professionals with a range of computer skills needed to be
able to use the system. In addition, Universal/MCA Records wanted the
new system to be operational in just six weeks.
Records selected B2B Technologies, an e-business expert and Microsoft
Gold Certified Partner, as its technology specialist on the project. B2B
Technologies recommended that Universal/MCA Records use a central
repository to manage its multimedia assets. The central repository would
help ensure that all the marketing specialists who needed to create the
release-specific materials would be using the most accurate and
up-to-date promotional elements. B2B developed an intranet-based Digital
Asset Management System (DAMS) for managing the complete library of
multi-media assets. To ensure ease of use, B2B Technologies built system
access around a Web browser and the company's existing intranet,
minimizing the need for staff training. As a result of the new system,
marketing specialists can now create media kits on the fly for any
Universal/MCA Records new release in a matter of minutes.
now have a common browser-based system for storing, searching for and
retrieving any multi-media asset. This reduces training and eliminates
the need to install software on client PCs.
Finding and creating packages of PR material is much faster and more accurate, saving the client time and money.
Customer self-service is allowed, eliminating work for client employees while increasing customer service levels.
The solution has increased usage of promotional assets and resulted in improved usage.
The application was designed, constructed and installed in six weeks time