HOW BMA USES DIGIZUITE TO UNIFY THEIR BRAND IDENTITY ACROSS MULTIPLE CHANNELS
Summary
A registered trade union for doctors throughout the United Kingdom, the BMA is officially the only entity that the National Health Service (NHS) will negotiate contracts with for doctors. There are national offices in Cardiff, Belfast, Edinburgh, Brussels – among many throughout England.
Who is British Medical Association (BMA)?
A registered trade union and professional association for doctors in the United Kingdom.
Enterprise Breakdown:
Headquartered in London, UK; Established in 1832; 945 employees; More than 16,000 members; 36 companies in the BMA corporate family.
Revenue:
$178.22 million US Dollars.
Challenge:
The BMA had six different image banks, with only some being well-organized. There was no single source of truth for all assets, which made content processes very time-consuming and inefficient.
Solution:
Launched the Digizuite DAM as part of a comprehensive digital transformation. Needed a unified, digital repository to replace the mess of discombobulated folders, internal drives, and image banks that the BMA had put in place over time.
Results:
Consistent, accurate representation of brand identity across all projects, initiatives, and digital channels.
Collaborated with external agencies to establish new branding.
Created a new mobile-friendly website and an online community platform.
The Challenge
There was no simple, streamlined way for the BMA’s digital communications team to work with their media and digital assets. Professionals had to manually convert and otherwise manipulate digital assets every time they needed to create and distribute new versions.
The solution
The BMA implemented the Digizuite DAM first and foremost as an enterprise system that could store all visual and rich media digital assets. They also used the platform as a system to convert these assets into different resolutions and versions.
The BMA digital team chose Digizuite as their DAM not only because the platform demonstrated all the above functionalities, but also for its ability to integrate with the Microsoft Office and the Adobe Creative Cloud suites. Perhaps the most important integration was Digizuite’s seamless connection with the Sitecore content management system (CMS).
The Results
The BMA’s web content editing team, the creative services production team, the social media team, and all other marketing personnel now regularly use the Digizuite Adobe Creative Cloud Connector to upload and work with images directly within their Adobe programs. This translates to an easy mechanism for ensuring polished brand consistency.
Better content quality and accuracy aren’t the only benefits of the Digizuite DAM’s connection with creative platforms, either. Creative processes are automated through optimized digital workflows, saving significant time for all creative professionals.
Finally, through all initiatives – even beyond website work – Digizuite is a strong tool for the BMA’s quality control.
Also, with an integrated set of solutions, the BMA team found that website development was simpler and quicker to execute, with all brand elements and digital assets in one location and accessible to everyone involved in the project.
“The ability to have one single source of brand compliant images means that everyone within the organization can access the brand elements from Word documents or PowerPoint presentations. The compliance in terms of brand guidelines empowers us to maintain the quality control of the look and feel of what we produce”.
Stewart Atkins
Head of Digital Strategy
BMA
The key takeaway
The Digizuite DAM has given the British Medical Association everything they need to create content exactly how and where they want to for maximum productivity – all while ensuring brand compliance at every turn.