“The communication never ends. We do try to communicate with our team that our DAM is customizable for them. We can change any of the metadata fields that they see, add new ones, remove [them], or combine some together, which we have done before.” –– Jennifer Tyner, Progressive Insurance
Progressive Insurance is one of the largest providers of car insurance in the United States. The team behind the innovative brand’s creative is Progressive’s in-house agency 96 Octane. 96 Octane reduces costs, produces better creative, and provides Progressive with more control. One way they’ve done that was by migrating all of their assets into a new digital asset management system, the Widen Collective®.
Where to start when migrating 1 million assets
Progressive had 1 million assets that needed to be centralized and organized. “There was a previous DAM; however, it wasn’t used often, and most of the content that our creative users use were on various servers,” says Jennifer Tyner, digital asset manager at Progressive.
With assets stored across multiple locations, it was not only difficult for people to find the right assets but to also find the information on how the assets can be used. For example, some assets can be used on web and social media but not print.
After their new DAM system was selected, they were ready to start migrating all of their data into it. “With a migration this large, you start on what’s current,” says Jennifer. They started moving the assets their teams needed immediate access to along with the important information like usage rights.
As Progressive migrated their assets, they realized that there were a significant number of duplicates. Since the DAM system handles file conversions, smaller and lower resolution copies of the same file didn’t need to be migrated. “I do believe we did have closer to a million [assets] at the starting point just because so much of those were either duplicates or multiple file sizes that did not need to go into the DAM,” says Jennifer. Their DAM system now contains roughly 320,000 assets. That’s almost 700,000 unnecessary files eliminated.
Setting up user roles
Assets were one major consideration for implementing a DAM system. The other critical aspects of DAM were the user roles and permissions. Jennifer and her team started talking with their power users, the creatives working on creative content and marketing materials, to determine roles and permissions that should be used. They spoke with that group to get an understanding of what files they use and create, then used that information to customize the DAM system.
“Everyone all over the company is creating content, and we’ve given some user groups access to upload their own content to the DAM,” says Jennifer. By allowing them to upload their own assets and add metadata, they are empowering their users and making the Collective a company-wide resource for creative assets and content. “Much of what some of our user groups create was created in-house, which means we have indefinite use for these assets, so why not make them available to the entire company instead of creating work that’s already been done.”
“The feedback has been fantastic so far,” says Jennifer. “I think people are really enjoying using it [the Collective]. I hear stories from people all the time, like, ‘I just typed in these two keywords and I found what I was looking for right away.’”
For the full story, listen to episode 12 of the Widen Implementation Podcast. Episode topics include:
- How to approach a digital asset implementation at a large company
- Using single sign-on to assist with managing DAM system users
- Integrating Adobe InDesign with a DAM system
- DAM training and communication
Want to hear more? Listen to the bonus soundbites:
- Processes and People Involved in the Rollout
- How to Create the Structure to Manage User Rights
- Important Integrations Needed for a Successful Rollout of the Widen Collective
The Widen Implementation Podcast helps customers prepare for and execute their DAM system rollout. Each episode features conversations with a DAM champion who has implemented the Collective.
We hope that these podcasts will equip future Widen customers with the tips and insights they need to execute their own successful implementation.
About our guest
Jennifer Tyner is a digital asset manager at Progressive Insurance. Jennifer has been working in DAM since 2006 and has experience designing controlled vocabulary, training end users, gathering statistics on usage of the DAM, and collaborating across multiple departments to define workflow processes. Previous work experience has been in the industries of higher education, photography, museums, and archives. Jennifer is an MLIS graduate of Valdosta State University in Georgia, and has also received a Master of Arts with a focus in managing photographic collections from Ryerson University in Toronto, Canada.
About our host
Bill Banham is a marketing and publishing professional based in Toronto. He is the founder of the HR Gazette and Iceni Marketing as well as the co-founder of the WorkingTech show and the InnovateWork event series. Bill hosts several CPSA podcast shows on topics including social selling and tech, business strategy, and sales strategy.
Listen to more episodes from the Widen Implementation Podcast series.