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STREAMLINEDASSET CREATIONCreate and adapt more marketing assets at scale.Faster, more efficiently, and at lower cost.
© Luxus, All rights reserved 2July 3, 2015
DrafthorseMarketing Enablement
3© Luxus, All rights reserved
What is Drafthorse?
July 3, 2015
Drafthorse is a marketing enablement platform that enables internal and external stakeholders to create and adapt marketing assets based on centrally managed templates.
Drafthorse drives business value impact through three key benefits:
Enforcing brand governance and driving consistency across marketing executions and channels with centralised templates.
Reducing time-to-market 90% by enabling stakeholders to create and adapt assets and asset templates with a self-service model.
Reducing production costs by on average 75-85% by eliminating inefficient decentralized / ad hoc asset creation and production.
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© Luxus, All rights reserved 4July 3, 2015
CentralizedMarketing
Enablement
Distributed Asset Use Cases
Digital & Social
Print & POS
Email & Signature
Direct Mail
DRIVING EFICIENCIES & COST SAVINGS AT SCALE
Use Cases
Promotional Assets
Localized Assests
Targeted Assets
Event Assets
Retail Assets
Co-Branded Assets
Personalized Assets
Partner Assets
Test Variant Assets
Output Media Types
Drafthorse Customers & Users
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How do we deliver more targeted messages and consistent, on-brand creative to more specific audiences across more channels?
FOCUS IMPACT SCALE@
Faster, more efficiently, more consistently, and at a lower cost?
GLOBAL CROSS-CHANNEL MARKETING CHALLENGE
Marketing Efficiently @ Scale
July 3, 2015
6© Luxus, All rights reserved July 3, 2015
DRIVING EFFICIENCIES & COST SAVING AT SCALE
Who owns & uses Drafthorse
CentralizedMarketing
EnablementDrafthorse Owners:
Brand Teams
Digital Marketing
Teams
Partner Marketing
Teams
Global Marketing
TeamsRetail
Marketing Teams
Regional Teams
Platform Teams
Field Marketing
Teams
Drafthorse Owners:
Local Marketing
Teams
Distributors
Sponsors
Franchises
Sales Partners
Country Sales Teams
Dealers
Resellers
Retailers
Field Offices
7© Luxus, All rights reserved July 3, 2015
Drafthorse Users
Self-Service PortalCentralized Marketing Enablement
Experience Manager
Templates: Ready assets image variants
Target
Ready assets: Test variants
Campaign
Ready assets: Images, eDMs, PDFs
Media Optimizer
Ready assets: Display banner variants
Analytics
Tracking & measurement
Drafthorse integrations with Adobe Technologies
8© Luxus, All rights reserved July 3, 2015
Month 1 Month 2 Month 3 Month 4-7
User Training & OnboardingConfiguration & Implementation – 6 weeks
6 weeks
Sprint 0 Sprint 1 Sprint 2 Sprint 3 Sprint 4
• Filtering & campaign • Organization setup• Content & template
creation
Admin Training
Project kick-offOct 18th
Nov 25th – MVP soft launch
AdminSession
#1
Key User Testing
Integration & Testing - 6 weeks
AdminSession
#2
UserSession
#1
UserSession
#2
Dec 16th –Drafthorsesoft-launch
• SSO integration• Brand centre integration• Template UAT• Admin configuration
UserSession
#3
UserSession
#4
Usage Review & Reporting
MonthlyReport #1
MonthlyReport #2
MonthlyReport #3
MonthlyReport #4
6 weeks
Key UserSession
#1
Key UserSession
#2
Trainingkick-off
- Jan 9th
Drafthorse Implementation & Onboarding Timeline
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The solution: Streamlined asset creation with Drafthorse.
Demo: Social media asset adaptation end to end: 58 seconds.
CREATE, ADAPT AND DEPLOY MORE MARKETING ASSETS
Streamlined asset creation with Drafthorse
July 3, 2015
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1. EfficiencyLower your production costs, creating more for less.
2. SpeedShorten lead times to deployment and live.
4. ConsistencyStay on brand across more assets and asset types.
3. Scalability Localize & support for more markets.
6. CompatibilityUse existing tools & creative workflows.
5. FlexibilityAdapt, test, and optimize to changing needs on the fly.
DRIVING FOCUS AND IMPACT AT SCALE
Marketing Efficiently with Drafthorse
July 3, 2015
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Campaign & brand assets
INPUT: ASSETS, CONTENT, TEMPLATES
Visual assets
FR, DE, IT, RU, ...
STREAMLINED MARKETING CREATION – SCALABLE. FAST. EFFICIENT
Drafthorse in a nutshell
OUTPUT: CUSTOMIZED, ADAPTED MARKETING ASSETS
July 3, 2015
Templates
Local, translated content
Streamlined asset creation
Local, targeted, relevant marketing assets
Scalable Efficient Fast Consistent Flexible Compatible
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Paid Media SizesLeaderboard3 to 1 RectangleMedium RectangleSkyscraperWide SkyscraperHalf PageHalf Page
Print Asset SizesA2, A4, A5Flyer 8.5x11 inPoster 17x22 in3000x4500mm
Email / EDMInternal TemplateCampaignTemplatePartner TemplateWhitelabel Template
SignaturesSignatureSignature (Tall)Half signatureHalf signature (Tall)
SocialTwitter TimelineTwitter CoverLinkedIn ThumbnailFacebook Link ImageFacebook Cover
HTML5 / SWF / GIFJPG / PNG / GIFJPG / PNG / GIF HTML / EML PDF / PNG JPG
July 3, 2015
STREAMLINED MARKETING CREATION – SCALABLE. FAST. EFFICIENT
Drafthorse media types & formats
© Luxus, All rights reserved 13July 3, 2015
DrafthorseCase Studies
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• 110% increase in marketing asset usage• Dealership incentives to use on brand assets• More than 1,300+ active users across the Nordic + Baltic• User satisfaction rating of 3.4 out of 4.• More than 1,000+ individual asset templates• Deployed for 2+ years
Anna van den BromRetail Marketing ManagerNissan Nordic Europe
“With Drafthorse Nissan has been able to create and maintain cross-market brand consistency in dealer marketing like never before. Drafthorse provides us with a user-friendly admin interface and real-time statistics of dealer activity.”
July 3, 2015
Marketing efficiently across the Nordics & Baltic
Nissan marketing solution
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• More than 100+ active monthly users across• More than 500+ individual asset templates• Localizations for more than 35+ markets • 2,500 individual assets created• Deployed for 1+ year
“Drafthorse has enabled EMC’s 35+ markets in Europe, the Middle East, and Africa to produce, adapt and localize hundreds of assets faster than ever before, saving more than 150,000 USD in local marketing production spend per region.”
July 3, 2015
Marketing efficiently across EMEA
EMC EMEA Digital & print assets
Robert BradburnSenior Web Operations ManagerEMC EMEA Field Marketin
WE MAKE MARKETING MORE MEANINGFUL.