The U.S. Army Morale, Welfare, and Recreation (MWR) G9 Marketing team faced a significant challenge in managing digital media through their outdated proprietary digital asset management (DAM) system. The old platform was cumbersome to use, required time-consuming workflows, and lacked the necessary features for efficient digital asset management. This hindered their ability to keep content organized and accessible. The result was a fractured system that made it difficult for the marketing team to promote programs effectively while maintaining consistency across their many channels.

Impact

The inefficiencies within the legacy DAM system were evident in the team’s day-to-day operations. Teams struggled with inconsistent workflows, frequent content duplication, and errors due to the lack of comprehensive metadata management. The inability to quickly locate and deploy relevant assets led to wasted time, reduced productivity, and missed opportunities to engage soldiers and their families effectively. The distributed nature of content creation across garrison websites further amplified these issues, making it clear that the existing system was limiting their ability to deliver consistent messaging.

Resolution

To address these challenges, the U.S. Army MWR G9 Marketing team implemented Brand Central, a DAM solution built on Concrete CMS. This new system introduced automated tagging powered by AI, significantly improving the process of classifying and retrieving digital assets. The seamless integration with over 80 garrison websites enabled content editors to access and utilize the most relevant assets quickly, improving the overall content creation process. Additionally, the unified platform allowed the marketing team to create brand guidelines, case studies, and best practices content within the same environment, resulting in a more cohesive and organized approach to managing digital assets.

Outcome

The shift to Brand Central delivered noticeable improvements in both operational efficiency and marketing effectiveness. With streamlined workflows and automated tagging, the team reduced manual tasks and focused more on strategic content initiatives. The consistent access to up-to-date assets ensured that all marketing channels maintained a unified brand voice, ultimately improving engagement with their target audience. The solution’s scalable architecture on AWS also ensured reliable performance across all garrison websites, regardless of demand.