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Timberlake Cabinetry drives use of marketing resources with the Widen Collective®

Timberlake Cabinetry is a division of American Woodmark Corporation, the second largest manufacturer of kitchen cabinets in the U.S. and Canada. They use the Widen Collective® to empower their salesforce with self-serve access to sales literature, digital assets, and collateral.

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.

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Challenges 

The Timberlake sales team relies heavily on their marketing department for sales materials that communicate the value of their products. However, the search functionality in their existing content management system was limited; and new content was constantly being produced for a growing number of annual product launches.

Their sales representatives found it increasingly difficult to locate materials when they needed them, and relied heavily on the marketing department for help. C.J. Fitzgerald, a marketing specialist at Timberlake, said his team was fielding dozens of file requests every week. 

The marketing team realized this workflow was inefficient and unsustainable. So in 2013, they began researching digital asset management (DAM) systems, and in late 2014 they implemented the Widen Collective.

Objectives

Enablement
Provide teams with convenient and dependable access to the marketing content they need.

Efficiency
Eliminate bottlenecks in content distribution and streamline creative workflows.

Drive revenue
Save time and money through enhanced work productivity.

Solution

Robust metadata structure
With Widen’s guidance, C.J. and his team developed a metadata structure to power the system’s search functionality. “It’s absolutely vital to focus on how to organize your assets before uploading them and going through implementation,” C.J. said. “We took a lot of time to focus on how to categorize, keyword, and set a structure that was sustainable to our DAM [system].” This made it possible for Timberlake DAM users to find and download the assets they need, easily. 

Positive user experience
The Timberlake team focused on creating a familiar and intuitive user experience to encourage adoption of the DAM system. They branded the Dashboard to match their corporate identity and gave their users multiple ways to search — through keywords, categories, and Portals. C.J. said, “Your users will be focused on the experience, so you want to make that as positive as possible.”

User training
To nurture ongoing user engagement Timberlake developed a multi-faceted training program. It is part of the company’s new employee orientation and is complemented by a series of short videos and tutorials that C.J. created. These on-demand training videos help ensure success for users when one-on-one or in-person training isn’t possible.

“It [the Collective] has heightened the status of our team...Executives have acknowledged the success of our implementation as a positive move forward.”

C.J. Fitzgerald,
Marketing Communications Specialist
Timberlake

Benefits

Asset control
The Collective gives Timberlake a central source of truth for all of their marketing content. The permission structure allows C.J. and his team to control what content users can access, and ensure that only the most current, on-brand assets are being downloaded and distributed.

Enhanced productivity
Self-serve access to content allows the creative team to spend far less time responding to image requests and more time on creative work. It also allows the sales team to have instant and efficient access to the content they need, when they need it. In addition, the Insights app gives the marketing team valuable information on asset usage, to help make effective, data-driven decisions around content creation and distribution.

A model for success
The implementation and rollout of the Collective has become a model for success within the Timberlake organization. “It [the Collective] has heightened the status of our team, as other internal brands have seen the success of our DAM [system] and mirrored the structure. Executives have acknowledged the success of our implementation as a positive move forward,” C.J. says.

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