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Senior Living Marketing Streamlining Multimedia Asset Management
Company Situation
The company is a marketing director for a mid-sized senior living organization managing creative assets across six senior living communities and a corporate office. Their marketing team is small but responsible for handling a growing volume of multimedia assets, including photos and videos, from ongoing content creation and archival material spanning past communities.
Existing Workflow
Currently, the company’s team stores media assets on an internal shared drive hosted on their own servers, supplemented by portable drives where remote work files are stored. Additionally, each community uses dedicated Google Pixel devices to capture quarterly photo and video content, which is then manually uploaded to the shared drive. For creative work, the team uses Adobe Creative Cloud (including Premiere Pro, Photoshop, After Effects) and Canva. Access to media is primarily managed through shared logins, with some stakeholders outside the core marketing team occasionally needing access to assets for presentations.
Issues with the Existing Workflow
Disorganized Asset Management: The previous creative lead was talented but lacked organizational skills, resulting in a large backlog of untagged and uncategorized photos and videos.
Inefficient Search and Retrieval: Finding specific assets, especially archival photos related to events like the company’s 50th anniversary, requires manual searching through poorly labeled files.
Limited Access Controls: External stakeholders such as executives or their assistants need access to media but currently must route requests through the marketing director, creating bottlenecks.
Fragmented Storage: Media is scattered across internal servers, portable drives, and Google Pixel devices, making centralized management difficult.
Budget Constraints: As a small but “mighty” team, the company needs a cost-effective solution that can be implemented gradually, with plans to onboard the system the following year.
How Shade Would Change Their Workflow
Shade offers a cloud-based digital asset management (DAM) platform that can consolidate the company’s scattered media assets into a single searchable repository. By migrating the existing assets (approximately 2+ terabytes) into Shade, the team can:
- Use AI-powered natural language search to quickly locate images and videos by keywords such as “dogs,” “dining,” or event-specific terms without relying solely on manual tagging.
- Assign different user roles and permissions, allowing marketing team members full access to manage assets while giving executive stakeholders read-only access to download approved content for presentations.
- Integrate seamlessly with Adobe Creative Cloud tools, enabling creatives to access and edit assets directly without disrupting their workflows.
- Provide centralized cloud storage accessible via internet, eliminating dependence on internal servers and portable drives.
- Prepare the organization to adopt a scalable DAM solution within budget constraints, enabling phased implementation starting next year.
Benefits
- Centralized, cloud-based storage replacing fragmented local drives and devices
- Powerful AI-driven search reducing time spent on asset retrieval
- Role-based access controls improving workflow efficiency and reducing bottlenecks
- Integration with Adobe Creative Suite and Canva streamlining post-production
- Cost-effective, scalable solution suitable for small teams with limited budgets
- Enhanced archival management supporting historical content needs (e.g., anniversary events)
- Improved organizational clarity and asset governance for ongoing and future media
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