Major Mutual Fund and Insurance Company Automates their Corporate Rebranding Initiative
Recently, Synthesis implemented a solution to automate the typical variety of marketing literature for a major mutual fund and insurance company. Such implementations involve Synthesis taking a key role as data aggregator and content manager for a very large portion of an organization’s communication material.
Six months later, as part of a major corporate re-organization, the client made the strategic decision to re-do their entire multi-faceted web-presence. From infrastructure to content and branding, this was a complete overhaul.
The website’s data sources and legal compliance messages would have to be properly sourced and organized. This website overhaul was a major web initiative that called for data and content that would be accurate and consistent with other marketing collateral such as fact sheets.
Naturally, the marketing team that had already selected Synthesis to support their print literature needs was at the planning table for the web initiative. The conversation became very brief when the newly retained web consulting and development group began talking about the data collecting and content management; “We already have that done and it’s completely repurposable.”
Synthesis had virtually 100% of the required data collected, mapped and organized as well as a large portion of the required marketing and compliance language materials. Thus, Synthesis was able to re-use and push this material into the new web site content engine and create a cohesive enterprise strategy of integrated content and publishing efforts.
Synthesis content automation represents a unique solution strategy in that it supports near-term urgent project requirements, but does so in a forward looking and open platform manner, allowing the investment to tie into and leverage more enterprise-level information and communication initiatives.
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