Sylvan Learning's Sara Costello on On-Demand Marketing Systems
TM: What key findings did you take away from the survey results?
SC: I think one of our big takeaways was that we needed flexibility. That was flexibility in terms of how much time it was going to take somebody to put together [a campaign]. Did they need to be a marketing person to be able to use the system ... was it very simple and straightforward or was it something that they needed a lot of training and hand-holding with?
Just a big takeaway from what [franchisees] were telling us they were doing outside of our previous system is that they were wanting a lot of localization and personalization capabilities. In the previous solution, where we had a lot of shells printed and there was very limited modifications available with a lot of lead time required, all that was doing was stifling their usage with that system and forcing them to go elsewhere to meet their own needs. So we knew that we had to come up with something that was very customizable, very easy to use—and, from our standpoint, well-controlled from a brand perspective, but also something that made all of the proven pieces available very easily, very quickly to everybody in our network.
TM: How did these findings translate into your Web-to-print marketing solution?
SC: The needs drove a bigger thing, which was a transition from that classic, warehouse shelf-based system to an on-demand solution. That was the biggest, most simple translation of the needs into a more actionable solution.
Once we knew that were going to work within the on-demand environment and selected QuantumDigital as our partner, it helped us make sure the Web-based portal [franchisees] used to design their own direct marketing postal mail and e-mail was something that was available all the time; really easy to use; didn't require them to be a technical person or even that much of a marketing person; didn't require a ton of training but had support in place when needed. And so we translated all of those things into the kind of underpinnings of the solution that we have with QuantumDigital right now.