The goal of Hearst was to implement an Online Editing platform in addition to a Digital Asset Management solution, with which all Hearst titles can be formatted. Editing and design work seamlessly together in a streamlined workflow and integrated DAM environment from Graphit.
Creation: three rounds, one process
Hoogvliet manages the product texts for the website and for all offline communication in a promotion system. An Excel file is drawn from this weekly. This contains all product descriptions, prices and image references for the weekly campaigns, including the correct positioning on the pages. The folder coordinator uploads this file to the platform. The system then generates an Adobe InDesign layout of the folder fully automatically. This is shared internally with those involved, who can make changes to the familiar Excel file.
This process is repeated three times, without the involvement of a designer. After that, a final version is automatically created in Adobe InDesign, in which specific wishes regarding the layout can be included as annotations via the supporting workflow.
Fine tuning: intensive collaboration on the layout
When the file is ready, the advertising agency will receive a notification via the workflow management module. It’s time for them to further shape the Adobe InDesign file to give the folder the right look. The agency shares the files via the same workflow, so that Hoogvliet can view them in the web browser and (if necessary) provide annotations about changes. The digital shelf and workflow allow anyone to view and approve the status of the pages. The process is repeated until Hoogvliet is completely satisfied.
In addition, Publication Organizer offers a complete image bank or Digital Asset Management module. All images for the folders, the POS material and the website are managed here. The DAM module provides automatic delivery of images in the correct format for all channels.
Result: more quality, consistency and flexibility.
The process has progressed considerably with Publication Organiser . Hoogvliet and the advertising agency work together seamlessly on the platform. With the push of a button, the many people involved can generate folder pages themselves to view them online and make changes. They can also request and approve changes to the layout.
Hoogvliet now has full control over the folder, which means it can monitor the quality and consistency much better. The degree of flexibility has also been increased enormously, because the implementation of (last minute) corrections takes place entirely internally.
In the words of the supermarket chain:
“Thanks to the Publication Organizer, we can work with our agency very efficiently without compromising creativity. This allows us to fully focus on the effectiveness of our weekly campaigns!”
Anneke van Kempen – Marketing Manager at Hoogvliet Supermarkets