The Creative Operations Podcast 2.0

Through the lens of a fictional brand, Three Beans Coffee, on the CampaignDrive by Pica9 platform, Kevin illustrates the concept of a comprehensive one-stop shop for all marketing needs. The discussion focuses on key themes such as flexibility for users, brand control, and the plethora of options in approval, payment, and fulfillment. Topics such as organizing content by campaigns, the importance of templating, implementing approval loops, and vendor agnosticism are highlighted. The episode underscores the efficiency and efficacy of modern print-on-demand systems in empowering local entrepreneurs and driving marketing success.To learn more about CampaignDrive's print-on-demand capabilities, we recommend setting up a live product demo: https://www.pica9.com/request-demo

Get in touch with Chris:Chris Foust’s LinkedIn: https://www.linkedin.com/in/christopherjfoust/Northpoint Recovery’s Website: https://www.northpointholdings.com/Connect with Kevin and find out more about his work:Kevin Groome | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.Click the link below to speak with a local marketing expert:https://www.pica9.com/request-demo

Visit https://thedigitalorganizer.com/pica9 for additional resources and stay tuned for more insights on creative operations in future episodes.Get in touch with Shawn:Shawn’s LinkedIn:https://www.linkedin.com/in/shawnlemon/The Digital Organizer Website: https://thedigitalorganizer.com/The Digital Organizer’s File Organization Guide: https://thedigitalorganizer.com/pica9Connect with Kevin and find out more about his work:Kevin Groome | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.BOOK A DEMO NOW!https://www.pica9.com/request-demo

Get in touch with Laurie:Laurie’s LinkedIn: https://www.linkedin.com/in/lschiada/Humana Website: https://www.humana.com/Connect with Kevin and find out more about his work:Kevin Groome | Pica9 Website: Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.BOOK A DEMO NOW!https://www.pica9.com/request-demo

Get in touch with Shawn:Shawn’s LinkedIn:https://www.linkedin.com/in/shawnlemon/The Digital Organizer Website: https://thedigitalorganizer.com/The Digital Organizer’s File Organization Guide: https://thedigitalorganizer.com/pica9Connect with Kevin and find out more about his work:Kevin Groome | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.BOOK A DEMO NOW!https://www.pica9.com/request-demo

Get in touch with Adam:Adam’s LinkedIn: https://www.linkedin.com/in/abartimmo/Wray Ward Website: https://www.wrayward.com/Connect with Kevin and find out more about his work:Kevin Groome | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.BOOK A DEMO NOW! https://www.pica9.com/request-demo

In this episode, Kevin engages in a dynamic discussion with Paul Gruensfelder, Vice President of Marketing at Select Dental Management.Paul expands upon a distinctive approach that underpins Select Dental's success: the PRS framework. This acronym encapsulates the core principles of predictability, replicability, and scalability, which guide their strategies across the board. As they operate dental practices in a multitude of locations, including eight states, the challenge lies in preserving a unified and high-quality experience for every patient.What emerges is a remarkable tale of collaboration and customization. Paul articulates the importance of working in tandem with practitioners to align messaging, ensuring that each practice maintains its individual brand identity while adhering to standardized systems that optimize patient engagement. This balance between personalization and efficiency is central to Select Dental's operational ethos.The episode also unveils an intriguing insight into how Select Dental tackles the intricate landscape of patient journeys. Addressing common patient concerns—such as fear, cost, and convenience—through well-crafted communication strategies forms the cornerstone of their approach. By nurturing a dynamic and engaging patient journey, they not only alleviate reservations but also nurture patient loyalty, ultimately driving growth.Get in touch with Paul:LinkedIn: https://www.linkedin.com/in/paulgruensfelder/Connect with Kevin and find out more about his work:Kevin Groome |Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.BOOK A DEMO NOW!https://www.pica9.com/request-demo 

Highlight QuotesYARI - Problems when you are not thinking of the bigger picture when making solutions.“If you have all these duct taped solutions put together because you're kind of building as your team grows without thinking bigger picture. One, you're not getting the cost savings that you think that you're getting. And two, you're also not thinking about the future team members that you're going to be overwhelming.”YARI - The need for empathy and understanding.“I think, for me, it comes down to over-communication and documentation. I am very vocal with folks and encourage my teams to be very vocal and transparent about, hey, if you're asking for this, this is how long it's going to take.”Get in touch with Yari:LinkedIn: https://www.linkedin.com/in/yari-ising/Connect with Kevin and find out more about his work:Kevin Groome |Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that provides consistent branding and localized experiences across every location.BOOK A DEMO NOW!https://www.pica9.com/request-demo

HIGHLIGHT QUOTESMELANIE - Streamlined Processes: Enhancing Efficiency in Creative Operations.“Having a streamlined and defined process for how requests come in. Having that overall strategy and those goals we're working toward, annual planning, and knowing that things will come up because they always do, but being able to track and vet those requests.”MELANIE - Strategic Integration: Leveraging Technology for Creative Operations Success.“Being strategic and always starting with strategy first and then researching tools and technology to meet those goals. Versus, hearing about a tool, “Oh, this is really cool”, and then trying to figure out how to use it. Our information technology team really does a great job of this by collaborating with business owners, like marketing, on their goals and their business needs to create a roadmap versus the other way around.”Get in touch with Melanie:LinkedIn: https://www.linkedin.com/in/melanie-draheim/Connect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.com Manage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location.BOOK A DEMO NOW!

In this episode, Kevin Groome provides a detailed breakdown of the cost of one-off design requests and emphasizes the importance of considering the visible costs of these requests. He highlights the impact of these requests on employee burnout and the need to prioritize strategic and creative tasks. He also discusses the benefits of streamlining the design request process and encourages clear communication and expectations between the local marketer making requests and the creative operations team. Kevin notes the importance of keeping an eye on employee churn that might be caused by high billable hours availability and a high efficiency rate devoted to one-off design requests. Finally, he recommends understanding an organization's specific needs when implementing a self-service approach to design requests to reduce costs and improve efficiency.To calculate the impact of what one-off design requests are costing your team: https://airtable.com/shrrRK3WwUxDbJ0s6 Highlight QuotesKEVIN: Introduction of calculator for one-off design requests"I called it the shocking cost of one off design request. Because for me, almost always the notion that something that only takes a couple of minutes actually consumes an hour or more of professional time is always."KEVIN: Taking a second round of design revision"Almost always in the first round, our customers discover something that they didn't think about when they first submitted the task. Something emerges. I always allow a little bit of time for that and I'm going to allow ten minutes there."Connect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location.BOOK A DEMO NOW!

Highlight QuotesRUSS: Simplifying inputs so that the experience is much smoother"It's how do we normalize the inputs and make sure the inputs are as great for any experienced client and we found that creates such a better output. For the inexperienced client that isn't thinking about the details, our process gets all the information required every single time. Then for the experienced client, what's really nice is that it's very repeatable."RUSS: Avoid platforms or tools that have a lackluster brief process"Many of those poor experiences, when you're using other platforms, are self-inflicted. You're just not giving enough information. So whatever you're using, review the input. What signal are you communicating? Are you communicating something that's clear or are you expecting people to guess? And if it's the latter, the experience is probably going to be a little bit more work to try to get that up to speed" Get in touch with Russ:LinkedIn Connect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.com Manage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location.BOOK A DEMO NOW!

Connect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comYouTubeManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. BOOK A DEMO NOW!

Highlight QuotesKEVIN: Find the health of your DAM with transactions per session"When we see that there's at least 1 to 2 transactions per session, we know we've got a pretty good healthy DAM. If we find that our transactions are actually lower than our sessions, it usually means we need to look at either our keywording, our corporate taxonomy, our structure of categories and subcategories in the DAM, or some other aspect of the user experience."KEVIN: Pageviews indicate the efficiency of user experience"If you've got more than 10 pageviews per transaction, you've probably got a user experience problem. If you have pageviews that are 3 times the number of transactions, you're probably doing really well because a user has managed to come to the homepage, conducted a search, found the asset they're looking for, executed a transaction with it, shared it, downloaded it, transformed it, and done all of that in just 3 pageviews. That's solid."Connect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. BOOK A DEMO NOW!

Highlight QuotesCHRISTINA: "Client mode" and sharing sales and marketing insights"I put together a lot of the campaigns and execute them across our channels, such as email, social, and events, but I love to get feedback, especially, from sales because sales reps are in the field on a day-to-day basis. I always say that sales can't work in silos and I think each group does great work when there's lots of collaboration."CHRISTINA: Project management basics and automation for efficiency"I have a well-structured project management process in place. This includes clearly-defined roles and responsibilities, timelines, deadlines, and regular updates to ensure the projects are on track. I also look for efficiencies, so if there is an opportunity for templates or automation or the implementation of a repeatable system, then I use it."Get in touch with Christina:LinkedInConnect with Kevin and find out more about his work:Kevin Groome| Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location.BOOK A DEMO NOW!

Highlight QuotesMATT: Discover the power of stories and use them to connect to an audience."It was less and less about the specific design piece and more about how we tell stories and use the mediums that best connect with our audience. That is where I focus my efforts on. Helping the organizations as a kind of an 'intrapreneur' helping them connect with their audience and in doing so utilizing all of the things available to them from a marketing and advertising perspective."MATT: Focusing on audience personas to communicate the strengths of Regional One Health."We wanted to make sure we weren't showing the stereotypical patient with a doctor smiling with a clipboard or around an exam table but rather people out in the city, living after surviving what should have been the end of their life or the most traumatic thing in their life and now they're getting on."Get in touch with Matt:LinkedIn | WebsiteConnect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location.BOOK A DEMO NOW!

Highlight QuotesTROY: Taking individual personality-based models to be replicable"We're acquiring brands that have individual histories. Sometimes long-standing histories in the community and folks that have been there for 20 years. But we're not changing the brand component. We're bringing in operational marketing and sales plug-and-play opportunities."TROY: Go through a thorough process to find the inspirations of the individual"As we're acquiring brands and bringing them into the family, we're really trying to figure out what the DNA of the people are and what are they inspired by. When you do that and you have the right folks on the team, you deal less with this person's personality or viewpoint on things because we're all headed in the same direction."Get in touch with Troy:   LinkedIn | WebsiteConnect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location.BOOK A DEMO NOW!

Highlight QuotesHEATHER: Rallying the lower performers and giving them opportunities"They're not going to be able to do it themselves but if we put an offer out to them, make it compelling, and make it easy for them to opt into, then that does raise their business for them. It does help them serve more people and become more successful."HEATHER: Make sure that the message gets across to everybody"When you communicate with a large system and a lot of times to streamline that communication you have to send newsletters, and those can get long. It's not just marketing, it's all the other departments in the organization as well and you'll find that they're not reading it. You've got to have multiple communication points and strategies so that they do get those critical messages."Get in touch with Heather:LinkedIn | WebsiteConnect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. BOOK A DEMO NOW!

Highlight QuotesAMY: Own the brand and row in the same direction"So when you're always focused on what the customer/member/patient experience is going to be, and we all have a common belief of what our key tenets are of our brand, which is all focused on customer experience, that allows you to have the right dialogue, the right healthy debate, the right back and forth to really get at the best experience that you're creating."AMY: Create a culture that treats external partners as team members"That really gets back to culture and setting expectations and demonstrating what that means and feels like with those external partners, no matter if it's a creative agency, a production extension of the team, even a technology plugin as needed. And that's really how we operate."Get in touch with Amy:LinkedIn | WebsiteConnect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. BOOK A DEMO NOW!

Highlight QuotesCASEY: Diversity, equity, and inclusion in the workplace"DEI, that is not an and/or a plus, it is always on. It is at the forefront of everything we do whether it's Super Bowl, or down to sales materials for our partners and B2B clients, and it's a lens through which we look at all times."CASEY: Creative ideation brought by the younger workforce"I was a hand-raiser when it came to digital and social. I was like, "how can I embrace those?" What's really interesting is that when you watch the younger talent enter the workforce, you always have to step back and remind yourself that he, she, or they have known nothing different."Get in touch with Casey:LinkedIn | WebsiteConnect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. BOOK A DEMO NOW!

Highlight QuotesKEVIN: Auto approval of user accounts significantly impacts adoption"When there's a significant lag between the request of an account and the provisioning of the account, even a week is a long, long time from the user's point of view, we can see those first user adoption statistics go down significantly."KEVIN: Give users the ability to define the level of permission they need"If you can get users to define the user experience they themselves need, you have a much lower level of work for yourself in user management and you usually have a much higher degree of user satisfaction, which just leads long-term to greater ROI."Connect with Kevin and find out more about his work:Kevin Groome | Pica9 | Pica9.comManage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. BOOK A DEMO NOW!