Global to Local: Scaling Design & Functionality Without Compromise

Danielle RossiVP Client Services, Delphic Digital

Scott SzeglowskiProducer, Delaware North

Danielle RossiVP Client Services,

Delphic Digital

Scott SzeglowskiProducer,

Delaware North

Introducing...

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But, First a Few Questions...

1. Is customization and/or global governance important to you in a CMS? (Y/N)

2. Do you currently only have one person going into the CMS to make updates? (Y/N)

3

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About Delaware North

Delaware North is one of the largest hospitality management companies serving national and state parks, and owned/managed properties. Delaware North has established a reputation for providing high levels of both stewardship and hospitality in delivering lodging, retail, food service, recreational and transportation services at parks across the United States.

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About Delphic Digital

Agency Demographics

● Customer Experience Agency

● Partners with Delaware North since 2015

● Agile and iterative mindset

● 10+ year track record

● Wide range of industries

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How can you scale a web portfolio, without

compromising design and corporate governance –all while setting the stage to leverage contextual marketing?

The Challenge

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How can a technology platform help wrangle local properties/websites to be under one umbrella?

The Challenge

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The Challenge

Delaware North

Digital Marketing Team

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The Challenge

Delaware North

Digital Marketing Team

International Locationswith digital marketing teams

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The Challenge

Delaware North

Digital Marketing Team

International Locationswith digital marketing teams

20+ Content Editorswith varying experience levels

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The Challenge

Delaware North

Digital Marketing Team

International Locationswith digital marketing teams

20+ Content Editorswith varying experience levels

9 Parkswith unique property needs

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● Bring sites to market quickly

● Offer at a lower cost per site

● Scalable solution to be

leveraged across many sites

● Easy for content editors to

manage content across all properties

How Do We...

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Delaware North + Delphic Digital

Solution

...you can, too!

● Scaled an enterprise-level CRM platform to accommodate local resort properties

● Maintained unique brands

● Used component-based Sitecore offering

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About Component Based Design

See how the same wireframetranslates to several different designs

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About Component Based Design

Side navigation

Check rates bar

2 column components

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About Component Based Design

Side navigation

50/50 Image and text component

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About Component Based Design

Side navigation

Check rates bar

Full width component

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About Component Based Design

Side navigation

Secondary navigation

Full width component

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About Component Based Design

Use different components to display similar content for incredible flexibility at the local level

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About Component Based Design

Use design to completely change the look & feel

of the same components

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About Component Based Design

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About Component Based Design

Button

Solid Bar

Colored Headlines

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23

Showcase Unique Branding

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24

Showcase Unique Branding

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● Personalization

● Email Marketing

● Testing

● …and more

Design & Marketing Tactics

Personalized Banner

Personalized Activities

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1 Technical Investment

5 Business Goals Achieved

● Scalable Solution

● Corporate Governance with Local Flexibility

● Ease of Content Editing

● Scaling Resources

● Cost Effectiveness

Additional Marketing Goals Achieved

● Unique UX / Designs

● Content Marketing Capabilities

● Customer Insights and Learnings

Meet Corporate Standards, Meet Local Needs

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The Future Evolution for Delaware North

● Site builder framework for 6+ Gaming locations

▪ Ability for Delaware North to add additional sites with little need for custom

development past the core

▪ Unique logo, brand colors, images

▪ Consistent font, components, Delaware North Standards

▪ Ability to scale for properties with different needs - e.g. Racing, Accommodations,

Dining, Events, Table Games, Slots

Meet Corporate Standards, Meet Local Needs

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Leverage Sitecore to establish practical governance of large, varied-level web properties.

A component-based design doesn’t have to be generic, they can be uniquely customized.

Set the framework for ongoing contextual marketing to meet local business goals.

Takeaways

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Scott Szeglowski | Producer, Delaware NorthDanielle Rossi | VP Client Services, Delphic Digital

Questions?

FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights reserved.

Sitecore® and Own the Experience® are registered trademarks of Sitecore

Corporation A/S. All other brand and product names are the property of their respective

owners.