Case Study

Harrah's Entertainment
Harrahs Delivers More Effective Branded Messages with Virage MediaBin and Earthbound Media Group
As the worlds largest gaming company, Harrahs operates a dozen of the industrys top brands, including Harrahs, Caesars, Horseshoe, and Ballys. But this strength also presents certain challenges. As Danielle Porto Mohn, Director of Loyalty Marketing for Harrahs, puts it: With so many brands and properties, dozens of outside agencies, as well as our own corporate team, how do we provide our entire marketing organization with the tools to ensure consistent branding and high-quality execution? In the first stage of its initiative, Harrahs focused on direct mail. To help such pieces stand outnot just from competitors, but from every other item in consumers mailboxesHarrahs pioneered a new concept in its industry: creating a creative portal that makes digital assets and guidelines easily accessible via the web. Instead of publishing brand standards in a binder or on a CD, weve made robust yet simple-to-use toolkits available online, in the context of existing marketing workflows, to help our properties and agencies guide creative development, explains Mohn. By leveraging a clearly identifiable brand footprint and proven best practices, we can make every piece that goes out more effective. To build the portal, and lay the foundation for further brand initiatives, Harrahs turned to Virage MediaBin and Earthbound Media Group (EMG). Already in use elsewhere in the organization, Virage MediaBin provided industry-leading capabilities for managing brand assets and marketing content. Virage partner EMG gave Harrahs a single point of contact for every aspect of its implementation. EMG had the project management skills and responsiveness we were looking for, and also made valuable contributions to our thought process as a key partner in our success.

Customer
Harrah's Entertainment

Industry
Gaming

Challenges
Consistent branding was difficult to maintain across Harrahs distributed marketing organization To help drive response, each direct mail piece had to maximize brand equity Local marketers needed on-demand access to a flexible creative toolkit

Benefits of Using Virage MediaBin

A direct mail creative portal enables flexible yet consistent local authorship A web-based application by Earthbound Media Group (EMG) helps users quickly locate brand assets and guidelines via a business-driven workflow Non-technical users are empowered with sophisticated digital asset management capabilities The Virage MediaBin-EMG solution provides a platform for expanded collaboration in the marketing organization

Simplifying Brand Execution

With more than 250 users, Harrahs needed to make DAM capabilities as simple as possible to use. We wanted users who dont spend their lives in advanced DAM systems to be able to find things quickly and intuitively, says Mohn. EMG made the technology work for our business without requiring a lot of technical expertise. We tailored the solution to meet the needs of individual properties and agencies, utilizing the exact metadata needed to support their specific search processes and the way theyll use, upload, and download assets, explains Brian Harris, Vice President for Enterprise Accounts and Alliances at EMG. Everything is designed to help users get in and out quickly. A web-based application provides a simplified overlay for the system, using context-sensitive workflows to guide users to the brand assets and guidelines their work requires.

Our Virage MediaBin-EMG solution helps us ensure the highest quality creative execution to reinforce brand equity, as well as differentiate each individual promotion and direct mail piece to increase its impact and support revenue-generating calls to action.
Danielle Porto Mohn, Director of Loyalty Marketing, Harrahs Entertainment

POWER PROMOTE PROTECT

Combining Centralized Control with Distributed Authorship

The Harrahs direct mail creative brand portal now serves all 12 of the companys brands. Corporate, property, and agency personnel can easily access centrally controlled and managed creative guidelines, corresponding art element toolkits, photos, production guidelines, example templates, examples of final pieces, and other assets for direct mail campaigns. Instead of relying on templates, which can be overly restricting, we allow people to draw from a common pool of assets that can be tailored for each piece, says Mohn. Its not just about consistency and brand equity; its also about making each promotion and event more successful.

Extending Synergy and Collaboration Across the Distributed Organization

Harrahs DAM initiative continues to grow and evolve. In the next phase, the model of the direct mail creative portal will be extended across mass media channels as well, encompassing the full range of formats required for television, digital media, and print media. Were exploring ways to integrate our brand teams, including property personnel and our own internal design studio. By syndicating assets and enhancing collaboration across multiple channels, we can realize new synergies and realize even greater value from our investments, says Mohn.

Solution Overview/Driving Growth with Virage MediaBin

Virage MediaBin digital asset management houses the assets to power consistency in branding and execution across Harrahs distributed marketing organization. A Creative Portal built by Virage partner Earthbound Media Group (EMG) provides access to a direct mail toolkit which helps teams at Harrahs corporate headquarters, properties, and outside agencies create high-quality, brand consistent direct mail pieces that stand out from the competition. Centrally managed creative guidelines, corresponding art element toolkits, photos, production guidelines, example templates, examples of final pieces,and other standards can be accessed quickly from any location through context-sensitive workflows that guide users intuitively to the brand assets they need. The solution provides a foundation for further collaboration and synergies throughout the Harrahs organization.

About EMG
EMG is a one-of-a-kind strategic marketing and technology-driven agency. Our singular goal is to evolve the digital and visual landscapes of business for corporations, brands and non-profits worldwide. As a leader in the marketplace, EMG has single-handedly set a benchmark for complexity, creativity and vitality in the solutions we have provided for both our partners and clients alike.

About Autonomy
Autonomy Corporation plc (LSE: AU. or AU.L), a global leader in infrastructure software for the enterprise, spearheads the Meaning Based Computing movement. IDC recently recognized Autonomy as having the largest market share and fastest growth in the worldwide search and discovery market. Autonomy's technology allows computers to harness the full richness of human information, forming a conceptual and contextual understanding of any piece of electronic data, including unstructured information, such as text, email, web pages, voice, or video. Autonomy's software powers the full spectrum of mission-critical enterprise applications including pan-enterprise search, customer interaction solutions, information governance, end-to-end eDiscovery, records management, archiving, business process management, web content management, web optimization, rich media management and video and audio analysis. Autonomy's customer base is comprised of more than 20,000 global companies, law firms and federal agencies including: AOL, BAE Systems, BBC, Bloomberg, Boeing, Citigroup, Coca Cola, Daimler AG, Deutsche Bank, DLA Piper, Ericsson, FedEx, Ford, GlaxoSmithKline, Lloyds TSB, NASA, Nestl, the New York Stock Exchange, Reuters, Shell, Tesco, T-Mobile, the U.S. Department of Energy, the U.S. Department of Homeland Security and the U.S. Securities and Exchange Commission. More than 400 companies OEM Autonomy technology, including Symantec, Citrix, HP, Novell, Oracle, Sybase and TIBCO. The company has offices worldwide. Autonomy and the Autonomy logo are registered trademarks or trademarks of Autonomy Corporation plc. All other trademarks are the property of their respective owners. Please visit www.autonomy.com to find out more.

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