Unifying brand messaging and processes across multiple teams
Centralising marketing activity and ensuring brand consistency
Running 10 different brands with individual marketing teams can result in teams running a lot of different directions.
As a non-profit organisation Intowork Australia needed a platform that enabled all of their disparate teams to operate as a single unit, while ensuring brand consistency across the board to maximise the results from an often strained marketing budget.
Today, Cooperate is the central system of record for all of Intowork’s marketing content, driving efficiency and improving collaboration across multiple marketing teams.
Ensuring visibility and control over multiple marketing teams
With 10 different marketing teams under the Intowork house of brands spread across Australia, having visibility over all marketing activities was critical to maximising the value from each team.
The Cooperate platform enables Intowork to get oversight across all of their brands from a central location, enabling both the parent brand and the individual brands to work more efficiently and ensure brand alignment.
Optimising marketing processes across different teams
Before Cooperate, each marketing team in the Intowork house of brands operated as a silo, using different processes and tools to manage marketing activities. This resulted in simple jobs, such as creating and scheduling marketing emails, taking a much longer time to complete than expected.
With the Cooperate platform Intowork was able to get better insight into the processes each time was using to deliver on marketing activity, and optimise processes at the top-level to ensure all teams can operate more effectively – making the sum much greater than it’s original parts.
Once working in silos, the different marketing teams can now collaborate, leveraging marketing assets and content from each others brands brands and from personnel out in the field – enabling Intowork to maximise every cent of its marketing budget.
Maximising marketing output with limited resources and budget
As a non-profit organisation budgets and resources are always spread thinly. Streamlining the content creation process across all marketing teams has enabled Intowork to get the best ‘bank for their buck’ when it comes to marketing.
By aligning customer journeys and personas across their multiple brands, Intowork can quickly identify marketing assets and content that support multiple marketing teams in different locations, enabling teams to pool together to build re-usable resources.
With the Cooperate platform Intowork has found smarter ways to maximise their available budget across multiple marketing teams, while ensuring that they retain control over each individual brand to drive alignment and brand consistency.
“Cooperate was recommended to us, recognising the challenges we had managing multiple different brands and marketing teams. The platform has been a godsend for us, in terms of being able to communicate to our various audiences.”
Paula Gething, CMO
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