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Simpson Strong-Tie improves speed and accuracy with the Widen Collective®

Simpson Strong-Tie is one of the world's largest suppliers of structural building products. With the Widen Collective® at the center of their marketing operations, they can better power their people, technologies, and channels with up-to-date, accurate product imagery.

Products used

img_icon-01 Assets

Catalog, control, and distribute rich media assets from a central source of truth.

Insights Insights

Track and measure assets and build site performance dashboards.

Portals Portals

Curate collections of assets and create personalized brand experiences.

Integrations Icon Integrations

Drive marketing efficiency when you automatically connect your tools and data

263M+

Embed views in the
last 12 months

1M+

Downloads in the last
12 months

69k+

Total assets in
the Collective
The Collective provides Simpson Strong-Tie with a single source of truth for their digital assets, streamlining their workflows and ensuring products are accurately represented across print and digital channels.

Getting to DAM ROI

DAM as the core of the martech stack

Adobe Creative Cloud connector

Challenges 

Simpson Strong-Tie has a large SKU base that includes a variety of products ranging from screws and adhesives to structural connectors and software. Each product is associated with a lot of nuanced information and imagery that is constantly changing.

While Simpson Strong-Tie uses SAP Hybris, a product information management (PIM) platform, to manage product details like specifications and instructions, they lacked a single source of truth for the photos, illustrations, videos, and other digital assets that are also associated with their products.

This left the marketing team — who’s responsible for creating print and digital materials for these products — in quite the predicament. “You’d end up having probably a dozen versions of the same illustration, all slightly different,” says Mark Hausler, Senior Graphic Designer at Simpson Strong-Tie. So, rather than putting their creativity to work, designers were burning precious time looking for files.

Teams also spent a significant amount of time on manual activities. With no easy way to distribute digital assets and marketing collateral, they had to manually package and send materials to internal and external partners in the various file formats they needed. And when product information and imagery changed, the team was left updating their website and print materials product by product — the opportunity for error was high.

Objectives

Brand trust
Keep customer trust by ensuring product information and visuals are consistent and accurate across all channels.  

Efficiency
Save time and money by improving the speed and accuracy of creative workflows.

Enablement
Provide teams with a reliable, accurate way to access the assets they need to do their job better.

Automation
Reduce error-prone manual and duplicate efforts across teams and technology systems.

Solution

A single source of truth
After vetting a number of digital asset management (DAM) solutions, Simpson Strong-Tie selected the Widen Collective, which they fondly refer to as the “ToolBox.” Thanks to this decision, teams are no longer wasting time searching for the right product-related asset or marketing materials. They now have a master file that powers everything from their print catalog to their website’s product library, sales collateral, and other marketing materials.

Integrations streamline workflows
To get all their technology “talking,” Simpson Strong-Tie integrated the Collective with their other go-to marketing systems — their design software (Adobe Creative Cloud), PIM platform (Hybris), and a sales-enablement tool (Modus).

“The Adobe CC connector helps with the one master-asset concept,” says Mark. Rather than wasting time looking for digital assets, designers can pull the most recent version directly into their design program. This eliminates the guesswork and hassle of uploading, downloading, and converting files.

Furthermore, the team can now automate many time-consuming processes. For example, the Hybris integration allows Simpson Strong-Tie to automate image updates across the website, the moment the master file changes in the Collective. They’ve even streamlined production workflows, using this integration to inform where product assets need to go in print and online catalogs.

Lastly, the Modus integration helps salespeople confidently access the most up-to-date collateral their customers need, when they need it. “It’s helped the sales guys tremendously,” says Mark. “I think all that helps them just deal with the products they are selling, and not deal with the technology.”

Easy distribution
Since implementing the Collective, Simpson Strong-Tie’s teams no longer need to come to marketing for everything. Instead, they can search and find what they need directly in the Collective or via a portal that contains prepopulated assets. “It’s a lot easier to distribute assets,” says Mark. “They don’t have to come over to my cube and ask ‘where’s this’ or ‘when is this going to be done.” 

“The DAM is definitely a core technology for our marketing day-to-day.”

Mark Hausler,
Senior Graphic Designer
Simpson Strong-Tie

Benefits

Asset control
With the Collective at the center of their marketing operations, Simpson Strong-Tie can provide their teams, technologies, and channels with reliable information that’s needed to market and sell their products. “The DAM is definitely a core technology for our marketing day-to-day,” says Mark.

Brand consistency
Inefficient and manual workflows — coupled with a robust and dynamic product base — made it tough for Simpson Strong-Tie to guarantee that they used the correct product imagery in their marketing materials. With the Collective, “I think it saves time and money. It keeps more consistent product imagery out there,” says Mark.

Return on investment (ROI)
Life at Simpson Strong-Tie has forever changed thanks to the Collective. The benefits are far-reaching, helping the marketing team facilitate better experiences across the entire organization and ultimately with the customer. “It’s worth the money that we’re paying for it because we’ve implemented it in a lot of places,” says Mark.