National Leader in the Replacement Window Market Activates Its Brand Through the Use of DAM.

Overview

Founded in 1912, Marvin Windows emerged in the post-World War II era as a renowned leader in rapidly growing home-building and home-improvement markets. Over the decades, the company painstakingly built relationships with dealers and distributors, and at the same time expanded its product portfolio into the thousands, and then tens of thousands, of doors, windows and accessories—each with its own engineering specifications, image set, and use cases.

As the company’s second century dawned, it became clear that providing dealers and distributors with fast, reliable access to current, approved brand and product imagery was key to efficient marketing and sales operations. That’s why Marvin turned to Pica9 and its CampaignDrive platform to replace an outmoded collection of file-share and file-transfer sites with a modern, enterprise-class DAM.

Championed by the company’s in-house creative shop, the system, known as Marvin Marketing Express, also gives users the power to build beautiful, brand-compliant marketing materials, to support their local advertising, marketing and sales proposal activities.

First launched in 2010, Marvin Marketing Express has gone through three major CampaignDrive platform upgrades, and today serves close to 1800 dealer locations.  Of particular note is the brand’s increasing emphasis on dynamic templates which help dealers to produce polished, professional sales and marketing materials more quickly and cost effectively than ever.

Goals

• Replace consumer-level fileshare capabilities with a true, Enterprise-class DAM.
  
  
• Institute disciplined image tagging and classification to simplify retrieval
  
  
• Minimize or eliminate the use of outmoded imagery, to improve brand integrity and consistency.