Year Up envisions a future in which every urban young adult will have access to the education, experiences and guidance required to realize his or her true potential. Their mission is to close the opportunity divide by providing urban young adults with the skills, experience and support that will empower them to reach their potential through professional careers and higher education. We were invited to sit down with Daisy Morin, Associate Director of Marketing and Communications and global admin of Year Up’s digital asset management (DAM) system, and talk not only about how DAM transformed their digital asset workflow, but also how important a DAM system is to a nonprofit.
Year Up found themselves in need of a better solution for managing their digital assets. Like many other not-for-profit organizations, their assets were scattered in numerous locations, with no central access, backup or method for searching. They found themselves spending more time looking for assets than working on strategic projects that would help serve their students.
The primary drive to find a solution was video. Daisy feared spilling coffee on the only hard drive in the office that housed all of their great video assets. While searching for video management tools, they discovered DAM. After researching it more, they became very excited about its potential to help manage all of their marketing assets, not just video.
While we’re excited Year Up realized the value in our software solution, we’re also very excited that they appreciate us as a partner and enjoy working with our people. Year Up is planning to expand greatly in the next five years, so scalability of not only the software but also the service was of great importance. Daisy extrapolated our responsiveness to their questions during the sales, implementation and launch processes into confidence that Widen could help, not hinder, their growth.
Nonprofits are unique in that they generate just as many, or even more, digital assets than other similar-sized organizations, yet they have fewer resources with which to manage them. It is critical that whatever project they spend dollars and time on has a much greater return on investment. Having a DAM system that works so well for them without a lot of administration time allows Year Up to dedicate their resources to more mission-critical projects.
Video files are orders of magnitude more difficult to manage than images, documents, slide decks or logos. They take up a large amount of space, and in the case of editing video, the raw footage is necessary to keep and necessary to access on a regular basis. Year Up cites Widen’s archive assets feature as a great tool for them to be able to keep all of their video footage safe and sound, but with a cost savings due to the fact that the won’t often need to access those files. For example, this year is their 15th anniversary, and they will need to access some old footage that they otherwise would rarely need to use. That footage can sit in Widen’s archive storage (at a lower cost) and then be pulled into active storage this year as they need it for look-back videos.
For a nonprofit, implementing any system is a risk until the return is realized so, understandably, Year Up was initially nervous. Daisy explains how their fears were not realized and their experience with Widen has been one of the best they have ever had. We strive to set up all of our customers for long-term success, and Year Up appreciated our efforts.
Analytics helps Year Up answer the question of which of their assets are the most effective. Instead of an anecdotal guess as to what is working, analytics gives them an objective look at the actual data. It is very powerful information that drives future marketing decisions.
Year Up’s mission is to serve low income young adults and connect them with opportunities in the business world. The brand must be strong in order to serve those students. Daisy says that DAM is a mission-critical tool in ensuring the strength and consistency of Year Up’s brand. At the end of the day, a solution needs to help you meet your goals. Daisy simply says, “Widen is going to set you up to succeed.”