How To Centralize Campaign Management For Multi-Brand Enterprises

Introduction

Multi-brand enterprises face significant challenges in automating their marketing efforts. With the need to maintain consistent branding across diverse locations and ensure that all campaigns align with the overarching brand identity, the process can become overwhelming.

Implementing a streamlined, centralized approach to marketing automation is crucial for these enterprises to remain competitive and effective.

Importance Of Centralized Campaign Management In Multi-Brand Enterprises

Centralized campaign management is essential for multi-brand enterprises aiming to maintain consistency in branding while gaining better control, oversight, and scalability. It allows for swift adaptation to market changes, supports data-driven decision-making, innovative digital experiences, and fosters improved collaboration across teams.

By managing all campaigns from a central point, enterprises can ensure their marketing strategies remain cohesive and impactful across all channels. At the same time, each brand within the enterprise must maintain its unique identity while adhering to standards.

Key Benefits Of Centralized Campaign Management

When done correctly, centralized campaign management for multi-brand enterprises can offer benefits like:

1. Consistency In Branding

Uniform Brand Message: Centralized management ensures that the core brand message and identity remain consistent across all locations, helping to build a strong, recognizable brand.

Avoiding Brand Dilution: By enforcing brand guidelines, centralization reduces the risk of inconsistent messaging, ensuring all communications align with the overall brand strategy.

2. Efficiency And Resource Optimization

Streamlined Processes: Centralized management allows for the creation, approval, and deployment of campaigns from a single point of control, reducing redundancy and speeding up the time to market.

Cost Savings: By optimizing resources and leveraging economies of scale, centralized management is more cost-effective than having multiple teams create similar campaigns independently.

3. Enhanced Control And Oversight

Quality Assurance: Centralized management allows for strict oversight over campaign quality, ensuring that all materials meet brand standards before they go live.

Compliance: Centralized control ensures that all campaigns comply with relevant laws and regulations, which is particularly important in industries with strict regulatory requirements.

4. Scalability

Easier Expansion: For enterprises looking to expand into new markets or regions, centralized campaign management simplifies scaling marketing efforts.

Global Reach With Local Relevance: While the core campaign is created centrally, it can be adapted locally to ensure relevance to specific markets, balancing global consistency with local customization.

5. Data-Driven Decision Making

Unified Analytics: Centralized management allows for the collection and analysis of campaign performance data across all locations, providing a comprehensive view for informed decision-making.

Optimized Campaigns: With access to performance metrics from all regions, successful strategies can be identified and replicated across the network.

6. Improved Collaboration And Communication

Cross-Team Coordination: Centralized management fosters better communication and collaboration among creative, marketing, and legal teams, ensuring alignment and shared goals.

Central Repository Of Assets: A digital asset management (DAM) system ensures that all teams have access to the latest, approved versions of campaign materials.

7. Innovation And Adaptation

Quick Adaptation To Market Changes: Centralized management allows enterprises to react swiftly to trends, competitor actions, or global events, ensuring their marketing remains relevant.

Continuous Improvement: Centralized teams can experiment with new marketing strategies or technologies on a small scale before rolling them out across the entire organization.

8. Compliance And Risk Management

Legal And Regulatory Compliance: Centralized management ensures that all marketing materials comply with legal standards, reducing the risk of costly legal issues.

Crisis Management: In the event of a PR crisis or product recall, centralized control enables swift, coordinated communication across all locations, helping to manage the situation effectively.

How Axelerant Helped Streamline Marketing Automation For A Multi-Brand Fitness Enterprise

The client, a prominent fitness franchise with over 2,500 studios, faced significant challenges in scaling their existing systems. Their setup struggled with class bookings, scheduling, membership payments, and marketing automation across their vast network.

Performance bottlenecks, inadequate analytics, and an evolving payment system were hindering their ability to deliver a seamless experience. Other challenges faced by the customer are:

• Multi-Brand Management: The organization operates numerous brands across various locations, each with unique messaging and audiences.
• Top-Down Branding Control: They needed golden templates for emails and texts where branding guidelines could be established at the company level and cascaded to individual locations.
• Integration Capabilities: Seamless integration with existing CRM and marketing tools was essential.
• Two-Way Texting: The ability for customers to respond to SMS messages and initiate conversations was crucial.
• Personalization And Autoresponders: A library of pre-built templates, personalized messages, and automated responses for common queries was needed.
• Scalability: The system had to handle high SMS interaction volumes across thousands of campaign studio instances.

The Solution

Campaign Factory was designed to seamlessly tackle these challenges. It helped empower each brand and location with its own dedicated automation account while providing comprehensive visibility and control.

Campaign Factory offers a unified, intuitive interface where all campaigns can be effortlessly reviewed at a glance, complemented by the powerful Golden Template feature. This tool enables the creation of master template instances for each brand, which can be efficiently replicated across child instances, ensuring both consistency and operational efficiency.

The child instances automatically inherit all properties and behaviors of the master template and stay in sync with any updates, simplifying the management of separate automation accounts. This streamlined approach allows brands to maintain full oversight and control, with the ability to measure everything from conversion rates to overall campaign performance—all within a single, cohesive interface.

The different components of the solution are discussed below.

1. Campaign Factory: The Central Control Hub

Onboarding And Administration: Campaign Factory was the central hub for onboarding new client locations and managing their individual Campaign Studio instances. This helped streamline the initial setup process and provide a unified view of all active campaigns across locations.

Golden Template And Token Management: Campaign Factory housed a library of pre-designed email templates, as well as SMS message templates that could be easily shared and customized for each location. Additionally, it would manage global tokens (placeholders for personalized data) that could be used across all locations, ensuring consistent branding and messaging.

Data Synchronization: Campaign Factory facilitated the synchronization of data between locations, allowing for the sharing of best practices, performance metrics, and customer insights.

2. Campaign Studio Instances: Executing Campaigns For Each Location

Twilio Integration: Each location's Campaign Studio instance was configured to use its unique Twilio phone number. This ensured that conversations were localized and that customers could easily identify the location they were interacting with.

Automated Workflows: Campaign Studio handled the automation of various tasks, such as:

• Autoresponders: Sending initial welcome messages or responses to common inquiries.
• Keyword Triggers: Sending targeted messages based on specific keywords used by customers in their texts.
• Drip Campaigns: Scheduling sequences of messages to nurture leads or promote specific offers.

Personalization: Campaign Studio leveraged the tokens defined in Campaign Factory to personalize messages with customer-specific data, such as names, locations, and purchase history.

3. Middleware For Text

While Acquia Campaign Studio/Factory provides a range of plugins, integrations, and the flexibility to use custom plugins, creating tailored middleware remains the optimal solution. This custom middleware can seamlessly integrate with the customer's CRM, serving as the central interface for managing text-based conversations.

It also provides other benefits like:

• Enhanced User Interface: A React frontend provides a more intuitive and responsive conversation management interface, making it easier for staff to manage SMS interactions.
• Flexibility: Headless Drupal provides greater flexibility in designing custom features and integrations.
• Integration with Existing Systems: Drupal's extensive ecosystem facilitates seamless integration with Campaign Studio and other necessary systems.

By leveraging Acquia Campaign Factory and Campaign Studio, Axelerant’s experts, in collaboration with the Acquia team, created a highly efficient and scalable marketing automation solution. This solution is tailored to the unique needs of large enterprises and franchises.

This approach not only ensures brand consistency but also optimizes resources and facilitates data-driven decision-making, resulting in more impactful and effective marketing strategies.

Elevate Your Marketing Automation Strategy

Are you facing similar challenges in managing your brand's marketing automation across multiple locations?

Schedule a call with our experts to discover how we can develop a centralized campaign management solution tailored to drive your brand's success.