Client List & Portfolio

Harrah’s Entertainment

Digital Asset Management Portal

 

 

Webcast

Click below to download the webcast entitled “Hitting the Jackpot with Innovative Brand Management: How Harrah’s Delivers Brand Consistency Across Multiple Channels” with featured speaker Teasha Brunelle, Director of Brand Operations, Harrah’s Entertainment.      http://wwwmedia.interwoven.com/intercall/harrahs_webcast_0509.wmv

In Summary

• secure sign-on and personalized access to portal processes and digital assets
• newly developed user interface and functional design on front-end
• custom-built java middle ware and active directory management solution
• uniquely configured Interwoven MediaBin digital asset management solution on back-end
• user acceptance testing
• portal enhancements and optimization
• step-by-step user and administrator guides
• live administrator training to support user adoption of portal and MediaBin

Client Background & Needs

As the world’s largest gaming company, Harrah’s Entertainment is a private gaming corporation that owns and operates casinos, hotels and golf courses under its 14 brands, including Harrah’s, Caesars, Horseshoe and Bally’s. To effectively deliver more consistent brand messaging across its entire marketing organization, Harrah’s Entertainment sought a robust, web-based digital asset management (DAM) software application that was intuitive, scalable and increased the likelihood of user adoption.

The new application needed to serve as a collective repository for all digital assets used to create marketing materials across Harrah’s Entertainment brands. Harrah’s Entertainment’s goals were also to streamline the operational process of developing brand-specific marketing and communications materials, and provide users with the necessary tools to present their individual brands consistently across multiple marketing channels and to maintain brand integrity.

EMG Approach & Solution

To ensure the application’s user adoption and operational value, EMG sought to create a customized user interface and front-end experience for the largely non-technical user base of the Harrah’s Creative Portal while leveraging and custom-configuring the back-end complexity of Interwoven’s MediaBin digital asset management (DAM) solution.

With the DAM portal’s immediate success upon its initial launch, Harrah’s Entertainment proceeded with a second phase of the project in order to expand the reach of the creative portal and MediaBin web client. Comprised of new functionality, automated logic and support, the optimized portal features new workstreams, adds prepopulated metadata fields, command prompts and visual cues to caution users of missing fields and upcoming expiration dates, expands administrative and reporting capabilities, increases file storage limits and incorporates updates to the existing folder structures. Additionally, the MediaBin web client access was restructured in such a way that users no longer had to access it on VPN. An image-based user and administrative guide and live, on-site administrator training were also developed and presented to support global user adoption of the new system.

Providing users the ability to quickly and intuitively access assets, the Creative Portal provides the Harrah’s organization with a solid foundation for further collaboaration and synergy. The resulting application is home to more than 1350 individual asset files including brand usage and style guidelines, images, photographs, logos, templates, digital signage, flash, TV, radio and final marketing and communications pieces that can also be uploaded to the system by individual vendors. An overlay feature also displays a preview of the asset along with any usage guidelines related to each individual asset file to ensure assets are implemented in accordance with Harrah’s Entertainment branding guidelines.