Osmosis Brand Manager


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Osmosis Brand Manager

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  2. 2.   Osmosis Overview Introduction Saving Money Ordering marketing material has never been this Dynamic Artwork Creation easy, this fast or this cost effective. This is Costs for changes to corporate identity (CI) material particularly true in the case of National & occur primarily when the information changes (e.g. International companies. details on a business card). OBM allows staff members to make these changes while ordering. The Osmosis Brand Manager (OBM) is internet- No agency is needed. based software. It manages all of a company’s marketing collateral (and thus its corporate identity) Reduced Printing Spend from a single interface. This includes the storage, A printer of choice may be designated and viewing, updating, ordering, re-ordering and discounts negotiated since multiple orders from archiving of marketing material. OBM protects multiple locations may be consolidated into single brand consistency while allowing any approved scheduled print runs. employee to make their own information updates and place orders for business cards, stationery, Streamlined Approval clothing, posters, brochures, billboards, point of Any company member may order online from any sale material, advertisements etc. location (no phone calls or administration). The approval procedure provides the necessary OBM enables the licensed company to enjoy protection of brand consistency, ensures significant savings regarding the ordering and accountability and radically reduces time. production of such materials. It is a web based procurement system, a content management system, a digital asset management (DAM) Other Benefits platform and more. Reporting Compare marketing collateral spend across an Saving Time entire company. Export these to Excel. Receive daily email reports re orders and production. Direct Ordering & Approval The individual or branch may place orders directly Global Access without contacting head office or external agencies. e.g. Individuals in Tanzania may view branding Corporate identity compliance is assured. The material and CI activity being carried out by their preset approval procedure further drastically saves South African colleagues. administration time. Changes are Immediate Expandable Any number of users may be added, as well as any Any brand changes or additions are made to the number of CI items (e.g. 100s of advert types). central database. No rollout is required.
  3. 3. Case Study, Blue FS Blue Financial Services through a number of mergers and acquisitions where expanding quickly. There was a massive need to implement a consistent brand across an international company. Problem 2 Osmosis Brand Manager (OBM) was implemented Little control of print spend to store and order international marketing material If every branch of blue had the freedom to covering stationary, point of sale, and billboard produce branded items as they please costs tend to spiral out of control. Not only is this an Problem 1 expensive exercise, it is also very hard for head office to keep track of costs incurred and the overall company misses out on bulk discounts. Implementing a consistent brand Head office is left in the dark in terms of which internationally branch is responsible for what costs and in many Blue had a massive problem in converting new cases head office covers those costs. branches to the "blue brand". Many people in multiple countries needed access Solution 2 to the company’s corporate ID. This proved a massive administration task for their marketing OBM operates from a database that keeps track of department. the traffic from each registered user. Blue operations management is able to pull detailed Solution 1 reports of orders and can clearly see exactly how much money the branches are spending, and what OBM is an online application that can be accessed they are spending it on. Management can then from anywhere in the world at anytime. keep each branch responsible for it’s own User levels determine functionality and authority. marketing spend and in the process regulate spend OBM has tiered country, company, region, and to fit the budget. OBM allows management to branch details management tool which proved centralise all printing with one pre-approved invaluable to managing their rapidly changing printer. This means that bulk discounts can be company and staff information. negotiated and Blue saves thousands in printing This information spilled into the companies costs annually. stationary to rapidly edit business cards and letterheads. OBM is Blue central repository for their marketing material. The Branding is pre-designed and cannot be changed. The system holds these items in print ready PDF format so they can be sent straight to print. The regional managers and agency use OBM to re- order point of sale material from a centralised printer.  
  4. 4.   Case Study, Blue FS Problem 3 A streamlined order process Blue marketing department and operations had a headache of managing their international marketing spends. When looking at something as simple as the ordering of a standard business card through the right channels, blue realized why they needed OBM. Solution 3 OBM allows quick and easy ordering of any branded items but also crunches an elaborate approval process into a few simple steps. This process is managed by the approval process. Sign off on larger orders is escalated to higher management. Operations is kept in the loop with regards to marketing spend. Problem 4 Managing marketing campaigns Blue run multiple campaigns in multiple countries. With the constant additions and archiving, Blue had a headache in managing their digital assets. Solution 4 With OBM as the central repository for all branded material, old campaigns can be archived and new campaigns added. Notification to the branches is made via the communications section. One mass email to all or targeted emails to countries have made this process simple.   Every Company and business can put OBM to use and see the benefits immediately.
  5. 5. Case Study, Nissan Diesel  Nissan Diesel South Africa has 60 dealerships nationwide. Problem 2 Osmosis Brand Manager (OBM) was implemented Brand consistency to store and order all company marketing material The most important element of branding is from a single interface. consistency. What Nissan Diesel had experienced was incorrect colors and stretched text appearing Why? in publications and stationary. Problem 1 Solution 2 Providing marketing material to a OBM allows it’s users to change personal or branch dealership network specific details within set parameters. There are a lot of people in the dealership network Now dealerships are able to customise their who need access to Nissan Diesels corporate ID. stationary and adverts within the Nissan Diesel This was time consuming. The dealerships tend to brand bible. take matters into their own hands. In the process They simply edit the necessary details and send the brand gets debased and branding becomes the job off for approval. inconsistent. Branding is now consistent. Solution 1 Problem 3 OBM can be accessed from anywhere in the world at anytime. No control of marketing spend OBM provided Nissan Diesel with a tiered As every dealership was producing their adverts dealership list of dealerships their company and and stationary there was no idea of how much was staff information. being spent. It was very hard for head office to OBM serves as a central storage space for the keep track of costs incurred n short it could not be Nissan Diesel branded marketing collateral. accurately measured. The system holds these items in print ready PDF-X    format so they can be sent straight to print or publication. Solution 3 The Branding is pre-designed and cannot be OBM operates from a database that keeps track of changed. the orders from each registered user. Now head The only editable elements are the variable details office is able to pull detailed reports of orders and such as name, telephone number, street address can clearly see exactly how much money the etc. dealerships are spending, and what they are This means that anyone with access can go online, spending it on. select the item they want to order, change the Now each dealership is responsible for it’s own relevant details without touching the branding and marketing spend to fit their budget. send it off to a pre-approved printer. OBM allows management to centralise all printing with pre-approved printers. This means that bulk discounts can be negotiated saving thousands in printing costs annually.
  6. 6.   Case Study, Nissan Diesel  Problem 4 Problem 5 No approval process When looking at something as simple as the Quick, global changes to material ordering a standard business card through the right Nissan Diesel often launches new Trucks to the channels, Nissan Diesel realized the process is market. These must be made available to the extremely time consuming and goods take too long dealership network. Using the present adverts they to be approved and delivered. are able to simply add a new product image and default copy. Solution 4 OBM allows for quick and easy ordering of any branded items but also crunches an elaborate Solution 5 We realize that artwork is not static, with OBM as approval process into these few simple steps. the central repository for all artwork elements The user logs into OBM. including fonts, image libraries, and PDF formats, The User will then select which branded item they With the communication section, one mass email want to order and is presented with a preview of can be sent to the dealerships introducing them to what it will look like. the new product and instructing them to place their The User can enter the relevant details and selects orders, OBM will do the rest. No need for time quantity or insertion date with relevant costs based consuming, expensive presentations. on pre-arranged rates. The User places the order and emails will go out the approval process. Every Company and business can put The person who needs to approve the order can OBM to use and see the benefits do so by viewing the final artwork and Purchase immediately. order/Copy instruction. If all is in order they approve the job by a click of a button and all relevant details are sent to either the printer or publication. This entire process takes about 10 minutes to order and approve.
  7. 7. Required Information An Internal Expert company under a country (or vica versa) and so on. This user fits under approval center "x". There should be an individual from head office This structure is directly related to the User Level appointed to manage the implementation of requirements below. Osmosis Brand Manager (OBM). Ideally such a person should be appointed at the User Levels outset of the project. This individual will need to facilitate the gathering of The OBM system allows for many levels of use, i.e. required information. what a user is authorized to view, order or approve etc. It is recommended that the appointment of the Internal Expert be considered as soon as the User Levels are central to the functioning of the project is signed off. OBM. This individual should: OBM user levels relate primarily to marketing managers, branch and company managers and • Be Internet literate billing positions – this requires some research and • Be vested with the authority of being consideration on the part of the client, in responsible for the OBM implementation conjunction with the developers. • Have the authority to gather the information listed in this document Client will need to consider: • Have understanding of supplier arrangements • who is allowed access OBM • who is to edit what in which template; What follows is a broad summary of critical • who will be responsible for approval information for successful implementation. • who manages budgets. • who signs off purchase orders Company Structure Once we have an understanding of the company structure and procurement process therein we will There need to be a top level understanding of the make user level recommendations. These will be company, its subsidiaries, divisions and branches. discussed with client. This needs to be understood by the developers in order to structure the OBM interface accordingly. The developers need to understand that e.g. a user falls under a branch, a branch under a company, a
  8. 8.   Required Information New Users Example 1 - National Franchise Franchise (places order) > Head Office Marketing > When a new user registers on the system two key Head Office Finance attributes need to be addressed: • Assigning the user a User Level Example 2 - National Company • Approving the user for OBM access Branch (places order) > Branch Manager > Branch Billing > Head Office Manager > Head Office Billing Once the User Level structure is defined, the internal expert or “high-level” key personnel users Example 3 - International Company can manage new users that register on the system. Branch (places order) > Regional Manager > Country Manager > Country Billing > Company Manager > Company Billing > Marketing Head Approval Process Office > Head Office Billing The approval process is critical to the ordering of These approval processes need not necessarily material online. Orders incur hard costs and need take place in order, but may do so if desired. to be approved by more than one person in a company. User Levels are central to the order approval process. While most users will be allowed to place orders, only a select few will have the authority to approve an order. Each item that may be ordered needs an approval process attached to it – which may be generic or specific (e.g. the users that need to approve a magazine advertisement placement may be different from those who might approve basic company stationery such as a business card order). The OBM automates this process, calling upon the appointed persons via email to log in and take the necessary action. The following are examples of approval processes, listing the key personnel who might be designated to approve an order on OBM:
  9. 9. Required Information Suppliers Distribution Once an order is approved you are able to send Printed goods require delivery and often storage. the purchase order to the supplier. OBM transmits Quiet often warehousing creates economies of this to the client’s designated supplier in scale savings for client. electronic/digital format. The most common examples of suppliers required by the OBM are as These logistics and costs need to be evaluated and follows: considered during implementation. • Printer (for marketing material) Trees experience allows us to advise the client on • Packager these issues with transparency. • Media Booker or Publisher While centralized production, collection and Tree needs to liaise directly with suppliers during distribution may be ideal for brand consistency – the OBM setup process to: this is not always practical. OBM allows for • Educate them on the quoting procedures centralised or dispersed models. • Understand the suppliers capabilities • Vet the supplier Successful distribution is essential for the success of the overall OBM system. In our experience attempting to use unsuitable or uncooperative suppliers can be a frustrating, time consuming and expensive process. We constantly Payment are working on reporting ways to ensure this Who pays the bills? The purchase order generated doesn’t happen. reflects the arrangement between client and the supplier. With regards to tender processes, requirements need to be discussed and clearly laid out for the OBM and client need to be mutually clear on how supplier. purchase orders are settled. Every item that is loaded on to the OBM, be it If integration is need to existing bookkeeping stationery or advertising or other, and needs to be software this can be arranged? However most allocated a supplier prior to being made live on the clients have found this isn’t necessary OBM system. When loaded items can include guidelines for production i.e. paper weight, colour requirements, run quantities, bulk discounts, completion dates and so forth.
  10. 10.   Required Information Templates newspaper printing requires colour correction) “Templates” are corporate identity items that are • pantone colours, available for a user of the OBM program to order. • paper weight (e.g. one particular business card design). • editable fields • user level rights Usually it is an advertising or design agency that needs to supply the initial template source files in PDF to the developers. Printing of final OBM PDF proofs for signoff by client (at completion of BMT setup) signals the end Templates are made up of a base PDF, source of development, ensuring that the finished product images, source text, and specific code which matches the original enables a user of the OBM to create PDFs ready for use by a commercial printer. For instance a Additional Considerations template could be an A5 Flyer which: Internal Communication • can use numerous images relating to The OBM, by its very nature, holds employee different products contact information. • can use various default texts (e.g. English or French) There is enormous scope for adapting it to a full • can have editable text fields Intranet or expanding the OBM with additional functionality. Simple examples would be, business These elements drawn together will be used by the directories, face book applications, forums, polls, Program to form a print-ready PDF. job listings etc NB: any variation in the size or layout or colours of Implementation a CI item will require a separate template How to get extended client company to adopt the use of the OBM system is an internal challenge Template Requirements because people simply resist change • Template supply should take place at the This is the most vital and the most overlooked part beginning of the OBM setup of IT. Without serious commitment in this area the • An approved 300dpi PDF file is supplied implementation is likely to fail to deliver return on to the developers for each template investment in the first year of adoption. • Time is needed to process each template PDF to a OBM compliant template For this reason please see our separate document • Information is needed on the destination on Change Management (i.e. guidelines for supplier for each template (e.g. implementing the OBM).
  11. 11. Implementation Implementation of new software within a National terms of ordering corporate identity (CI) material. or International company requires commitment at Any CI requirements (from a business card to an the highest level and training that reaches down to outdoor billboard or advertisement) now need to the lowest level of software user. Without such be ordered online. authority and action the implementation is likely to fail to deliver return on investment. Persons responsible for placing such orders (whether they be at a Branch, a Regional, a Country The Osmosis Brand Manager (OBM) is specifically or a Head Office level) need to be aware of the designed to be intuitive to the average Internet user OBM system, its capabilities and how to use it. and is accompanied with step by step online Indeed they need to be aware that they are documentation. However, our experience has required to use it – for it is in bulk ordering that taught us that the success of a OBM much of the financial savings of the system lie. implementation is directly related to the effort and commitment of the client to making it a success. The following key points are thus strongly recommended regarding OBM implementation: Change Goals An Internal Campaign Overall To increase efficiency, decrease production costs, An internal company campaign should be run in ensure consistent branding and support much the same way as an external marketing administration in terms of the ordering and campaign would be. This should involve all levels of approval of marketing (CI) material. internal communication such as the following: Procurement • Launch Event • Presentations To consolidate all marketing material procurement • Intranet to the central system. • Email • Newsletter Employees • Documentation (OBM help files) To ensure that all employees who need to order • Training such material are registered and educated users of the OBM. (i.e. that they use the system to place • Support such orders, be it for stationery or press advertisements). …continued 1 Defining the Change Staff throughout the client organization are now being asked to follow a very different procedure in
  12. 12.   Implementation Key Departments & using the OBM system. This is what is referred to as the “training the trainer” principle, where the OBM Personnel developers are able to focus their training and documentation efforts on this and other key The following key departments and employees employees – who in turn pass on their expertise to should be involved in the campaign/change the wider employee base. This individual should: process: • Be Internet and computer literate Marketing Managers • Be vested with the authority of being At all levels – the system is designed to alleviate responsible for the OBM much of their departments’ workload. • Monitor OBM use on a daily basis • Monitor the internal education process Internal Communications • Co-ordinate support of employees using the OBM It is recommended that this department, or the • Provide email and phone support where Marketing department drive the change process. needed • Maintain and monitor OBM user lists and Training Department their access levels All traditional training avenues should be pursued, however they function within the company. Hands- User Levels on person to person training needs to be pro- These deserve a special mention as they are central actively delivered to departments/branches to the functioning of OBM. For any order placed there will be a hierarchy of users who need to IT Department approve said order. Our expert should be very This department needs to be informed and aware familiar with this process and monitor it in case of more than involved. They may see and suggest individuals being on leave etc. additional functionality such as a contact database/intranet link. …continued 2 Help Desk / Call Centre In the same way as any training department should be active, phone & email support should be available. One Internal Expert A single person or persons within the client organization should be made responsible for the functioning, use and support of other employees
  13. 13.   Implementation Phases familiarize themselves with the system – and to follow up with any further questions. Depending on the size, structure and geographic • This list may then compared to the distribution of the client company employing OBM registered users on the OBM, for a a phased approach may be recommended to percentage success rate ensure smooth rollout. A basic example for an international company would be as follows: Ordering Costs • A list of ordering costs over a fixed period Phase One - Head Office may be generated at the outset of a Phase This may be kept very small, say 25 designated (e.g. Country X orders Y amount of employees. The chosen internal methods to be marketing material on average every three used in the larger campaign may be tested here on months) a micro level. Users, once informed, should register • OBM order figures and costs may then be and test runs of order placement may be generated compared to these previous figures once if desired. users are registered and using the system in place of the traditional previous Phase Two - National paperwork and agency based processes. The above model may then be tweaked and rolled out in an improved form per-branch. Conclusion Phase Three - International The client company holds the keys to making its Again this rollout would be based upon lessons learnt at the National level and then duplicated on OBM implementation a success. The OBM a per-country basis. Additional training and support developers are best employed in terms of “training resources should be made available.. the trainers” within the client company. Dedicated and authorized employees should then drive the Measuring Effectiveness use of OBM internally and form the point of contact with the developers. The effectiveness of the OBM implementation may be measured in the following ways …end. Registration • A list of personnel that should be using the OBM may be generated at the outset of a Phase (e.g. it could be decided that 25 of 100 head office employees need approval and ordering access to the OBM). They are then trained and asked to register and
  14. 14.   Osmosis Agreements The Osmosis Brand Manager (OBM) is internet- based software designed to streamline the License Agreement management of a company’s corporate identity This is a traditional Software License. It provides a (CI). This includes the storage, viewing, updating, legal context for both parties while licensing a ordering and re-ordering of CI material from a single copy of the program to the client. The single internet interface. The tool protects brand content of this agreement includes the following: consistency while allowing any approved employee to make their own information updates • Copyright and place orders for business cards, stationery, • Confidentiality clothing, posters, brochures, billboards, point of • Updates sale material, advertisements etc. This is a brief • Warranty summary and not a full list of OBM features. • Disclaimers Customized features are further available on • Termination request from Tree Organic Technology. As software, it should be understood that the Service Agreement OBM Program is being licensed by Tree Organic Technology to the Client - as defined by two legal This is a traditional Service Level Agreement. It may documents: be defined as the financial agreement between Tree Organic Technology and the client regarding • License Agreement the costs associated with the License Agreement. • Service Agreement This includes the specification of licensing, hosting and support fees and services. The content of this agreement includes the following: • Services • Copyright • Confidentiality • Cancellation • Remuneration • Implementation & training • Dispute resolution • Program logistics • Duration
  15. 15. Price Structure Osmosis is comprised of setup fees, a quarterly Training and Implementation hosting fee and an annual license fee : • Setup Fee : these fees are once-off and The implementation cost provided includes web- vary according to clients’ needs based help documentation and limited remote support – both of which are suited to users who • Hosting Fee (quarterly) : this is a flat fee are internet and computer literate. Any other (per version/type of Osmosis) implementation needs or training requirements that • License Fee (annual) : this is a per-county may arise will be quoted for separately. The same cost, on a sliding scale applies to any associated travel or accommodation Optional extras and custom solutions are available. expenses. These are quoted for individually. Small Business Version Enterprise Version (includes 10 order templates) (includes 40 order templates) Sections: Order Job, View Jobs, Details, Help Sections: Order Job, View Jobs, Details, Print/Media Tools: Stationery, POS, Outdoor, Communications, Files, Reports, Help Press, Magazine, Packaging, Signatures Print/Media Tools: Stationery, POS, Outdoor, Press, Magazine, Packaging Category Start Quarterly Annually Digital Tools: Digital Signatures, Email & Setup Newsletter Generator, Files Section 10 Order 5000 templates Implementation 700 Category Start Quarterly Annually Hosting Setup Maintenance, 750 Design 1000 server, dbases 40 Order License 15200 templates Software Implementation 2500 license, 1250 upgrades Hosting Maintenance, Total 5700 750 1250 2500 server, dbases License First year total: 9 950 Software Following years: 4 250 license, 5000 upgrades Total 18700 2500 5000   First year total: 33 700 Following years: 15 000
  16. 16.   Price Structure Order Templates Invoicing It is important to note that any variation in the size The License fee and Hosting fees are invoiced on or layout of a template item will require a separate and dated from the Osmosis launch date as template (i.e. if there are multiple A5 flyer layouts specified in the Service Agreement. 100% of annual there will need to be multiple A5 flyer templates). license and quarterly hosting fees are due on This will increase costs accordingly on a per- invoicing, in advance of the period. template basis. The following invoicing structure is binding upon Optional Extras the signing of an Osmosis Setup cost estimate: • Initial 50% of invoice due within 30 days of signing of the quotation Category Price • Remaining 50% of invoice due on Design (client look and feel) 1000 completion of work in the quotation (or An average per-template cost (orders of within 90 days of commencement of work, 10 or more will result in a lower per 380 should delays be caused by client) template cost) Additional languages per language With regard to the annual License fee the following 10000 discounts apply: across the entire system Currency conversion across countries 10000 • 2 years paid up front = 10% discount Integration with existing employee • 3 years paid up front = 15% discount 20000 details system Market research tools 10000 Custom report generation (per report) 2000 Confidentiality Dynamic template library 5000 It is understood and agreed that any information received by the recipient in connection with this Licensing & Hosting document or the Osmosis software, will be maintained as confidential and will be used only for Annual license includes: the purpose of the business relationship between • unlimited users in the number of countries Tree Organic Technology and the recipient. Neither being licensed, periodic software upgrades party may publicize or disclose the contents of this Quarterly hosting includes: document or the functionality of the Osmosis bandwidth, hosting, maintenance, email software without the prior written consent of the • technical support other party first having been received, unless Acceptance of an Osmosis quotation is subject to required by an applicable law. the signing of a Software License Agreement and a Service Agreement.  
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