billion (US) in
Red Hat is the world’s leading provider of open source, enterprise I.T solutions. With 85 offices in 35 countries, Red Hat provides operating system platforms, middleware, applications, management products, support, training and consulting services.
In 2012, Red Hat became the first one-billion dollar open source company, reaching US$1.13 billion in annual revenue.
Due to exponential growth in the Asia-Pacific region, Red Hat was investing a lot of resources into producing and distributing marketing material.
The existing process was time-consuming, repetitive and costly, while overloading the brand and marketing teams.
Red Hat's corporate brand also suffered through inconsistent execution when ad-hoc marketing materials, produced by external vendors, were of poor quality.
Brand governance faced many challenges, as did the local marketing teams. The materials production and distribution process in the region was greatly affected by a gradual dilution of the Red Hat brand.
Red Hat must be uniquely identifiable in the market.
This means Red Hat's brand and voice need to be consistent across every single piece of content, regardless if they are engaging with customers, staff, business partners or the community.
Managing brand governance across online materials, print and events execution is a must for all large enterprises. Managing the brand on a global scale across several countries, languages and catering for local marketing needs is an entirely different brand game.
After extensively shopping around, Red Hat's Regional Brand Manager Andy Fitzsimon came to the conclusion there wasn't an out-of-the-box solution to address the organisation's regional needs for brand governance. This, combined with agile marketing production, was a must for Andy.
Red Hat then contacted NetEngine and shared their concerns with the team. Based on Red Hat’s challenges and NetEngine’s strengths, a new product was created.
Outfit is a cloud-based, collaborative marketing production tool. It allows the creation of materials using constraint based templates of approved collateral, using HTML.
This ensures all marketing materials produced will be on brand, whilst empowering marketing teams to produce more materials on the fly.
Dynamic customisation capabilities and automatic resizing eliminate the need to manually version creative, significantly lowering their production costs.
Outfit also empowers Red Hat's field marketing teams and agencies to write and edit content, customise it to different regions and markets and render their own marketing materials with no branding concerns or bottlenecks.
files produced and rendered in less than two years using Outfit.
The templates, created by in house designers, can instantly be shared with marketing and production teams across the globe to produce localised materials, on demand, in multiple output formats such as pdf, png, jpg or html.
"We measure the benefits of Outfit just by the requests we aren’t getting any more. I know that every time I see something being built by Outfit, that would otherwise be a custom piece of creative that would have to be taken care of by my team. As that list grows bigger, I know I’m saving more."
Global Brand Manager, Red Hat
Global Brand Manager, Red Hat
Cut production costs and overheads
Red Hat’s Brand Manager reclaimed time from drowning in production logistics to focusing on the creative and strategic aspects of their brand.
Outfit Has Revolutionised Red Hat’s Global Brand Management
The product of this partnership with Outfit has turned Red Hat’s global brand into a truly dynamic system - configurable, flexible and accessible. Their messaging can adapt rapidly across a range of media and their marketing teams have full creative control — in real time. Instead of churning volume and budget through different creative material versions around the world, Outfit has removed the ‘cost of business’ from a base-materials perspective.
The bill of materials is astoundingly comprehensive - from print flyers to business cards; web ads to event websites; even large-scale event signage and billboards.
Outfit templates are constraint based, meaning administrators can pre-determine the elements that are customisable by those editing and authoring.