The presentation discusses Volvo Cars' Content Store, a global asset bank and marketing resource management system that allows Volvo to plan, adapt, and roll out global marketing campaigns easily. It introduces the Dealer Module case study, which aims to provide dealers an easy way to adapt globally produced print and digital templates. The presentation covers experiences and challenges with the Content Store and Dealer Module, such as securing brand guidelines and complex dealer setups in the system.

1. Presentation at BrandMaker Conference in Cologne May 15
Anna Vilhelmsson and Elena Borrego
VOLVO CARSAGEN
1. Presentation of the company
2. Introduction to the Volvo Cars Content Store
3. Case study: the Dealer Module case
4. Experiences and challenges
5. Questions
”Cars are driven by people. The guiding principle beh ind everything we make at Volvo,
therefore is – and must remain – safety.” Assar Gabrielsson & Gustaf Larson, the founders of Volvo
Designed around yousince

2. Designed around
Everything we do starts with people.
It´s what makes us different from other
car companies, and it´s at the heart of
everything we create.
That´s why Volvo cars are
designed around you
Our vision is to be the world’s most
progressive and desired premium car brand
OurOur
Our global success will be driven by making life le ss
complicated for people, while strengthening our
commitment to safety, quality and the environment.

3. NEW DESIGN
Concept XC Coupé
Concept Estate
Concept Coupé

5. AGEN
1. Presentation of the company
2. Introduction to the Volvo Cars Content Store
3. Case study: the Dealer Module case
4. Experiences and challenges
5. Questions
10
An introduction to
Volvo Cars Content
Plan, adapt and roll out global marketing campaigns easily

6. VOLVO CARS Content
Store – BRANDMAKER
MODULES
• Media pool: up and running since June 2013
• Smart access: up and running since June 2013
• Job manager: up and running since June 2013
• Review manager: not yet implemented
• Marketing Planner: not yet implemented
• The Shop: market by market roll-out started Aug
2013
• Web-to-print: market by market roll-out started Aug 2013
• Web-to-web: market by market roll-out started Aug 2013

7. • Brand management portal: project started May 2014

8. Date Created:13

9. Volvo cars content store - ONE GLOBAL
ASSET BANK

10. VOLVOCARS Content Store - value
contribution
• One platform supporting Content Distribution within
all areas
( Marketing, Customer Service, PR )
• One Stop Shop for dealer material
• Produce centrally – adapt locally
• Marketing Planning - align global planning towards NSCs
• Brand Portal - improving ways of directing the users and to distribute campaigns & brand
content in a
smarter way
High level process @ Content Store
Towards a real MRM System
supporting all Marketing
activities

12. AGEN
1. Presentation of the company
2. Introduction to the Volvo Cars Content Store
3. Case study: the Dealer Module case
4. Experiences and challenges
5. Questions
publisWeb=THE Dealer
The Dealer module will be the one-stop-shop
for marketing material, where NSC’s and
dealers easily can adapt global produced
PRINT and DIGITAL templates.

14. CURRENT/PREVIOUS Process FOR Dealer
Tactical ADS
Same effort is duplicated - opportunity to make these efforts more efficient globally
Lack of securing the Brand Guidelines

15. Tomorrow Global Template Process (High
level)
Global Toolkits deliver In design material to W2P/HTML
Design Manager creates dynamic template: Securing global brand consistency
Best Practice expands the NSC/dealer marketing assets options on a world base
NSC Local templates with determined needs (To define cost model or local set up)
1
2
3
4
5

17. A sample of the pilot markets
tactical ads showed potential
efficiencies on the template
layouts and opportunities on
securing Brand
consistency and
producing
efficiencies
ONE
Template for
Multiple
Variants – Model
EXAMPLES OF DEALER TACTICAL
Italy
Australia
UK

19. AGENDA
1. Presentation of the company
2. Introduction to the Volvo Cars Content Store
3. Case study: the Dealer Module case
4. Experiences and challenges
5. Questions

20. Experiences and CHALLENGES; DEALER
MODULE
• Warm welcome to the Dealer module in the markets
• High acceptance towards the Best practises approach
• VDB’s set-up is complex in the system
• Due to the complex set-up we put risks on future system upgrades
• Standard vs. Local configurations has to be managed market by market
Experiences and CHALLENGES; GENERAL

21. • The platform has a real MRM approach and will help us to be more
efficient
• Clarify your needs before investing; take one step at the time
• Release management and quality assurance on upgrades
• A truly global platform needs to support all languages
• Missing a dialogue before voting on product development cycles

22. AGENDA
1. Presentation of the company
2. Introduction to the Volvo Cars Content Store
3. Case study: the Dealer Module case
4. Experiences and challenges
5. Questions

23. QUESTIONS?

24. Contact information
Alex Bedlington
Volvo Cars, Vice President of
Marketing, Sales and Customer
Services
alex.bedlington@volvocars.com
1-800-663-8255
Elena Borrego
Volvo Cars Marketing Communications
Manager Content Distribution
elena.borrego@volvocars.com
1-800-663-8256