INNOVATION/INSIGHT: Signing bonus
January 19, 2012
When you combine a legendary brand name, a luxury resort and casino in Las Vegas and top-tier rock and rollers like the Rolling Stones and Paul McCartney, you get the Hard Rock Hotel and Casino.
Despite the buzz surrounding the world famous resort, the Hard Rock marketing department faced a challenge. In today’s e-mail era, the Hard Rock had two goals in mind; first to standardize the signature on all outgoing e-mails to give them a more corporate and consistent feel. Secondly, the e-mail signatures had to be flexible enough to accommodate marketing promotions such as upcoming concerts and specials. The IT staff at the Hard Rock Hotel and Casino was tasked with finding a solution.
“The Hard Rock was on a tight deployment schedule and we knew that Policy Patrol Disclaimers was the right solution for them,” said Deborah Galea, chief operating officer and co-founder of Red Earth Software. “Policy Patrol Disclaimers enables companies to add email disclaimers and streamline their e-mail signatures for branding and marketing purposes without each staff member having to manually perform signature updates.”
Team members at the Hard Rock communicate via e-mail with vendors, partners, legal teams, hotel and casino patrons and fellow team members. It became important to use their outgoing e-mails as entertainment marketing tools to streamline their brand and publicize the events that were happening at the Hard Rock Hotel & Casino to maintain excitement and momentum. If a musical event was coming up, Hard Rock wanted to add a banner promoting that event on all e-mail signatures without having to burden individual users with constant updates to their e-mail signatures. Red Earth Software’s Policy Patrol Disclaimers software for Exchange Server was selected for the job.
“We chose Policy Patrol due to its close integration with Exchange Server and Active Directory. This allows us to configure one template that is automatically personalized with the sender’s contact information,” said Mike Essig, IT director at the Hard Rock Hotel & Casino. “Policy Patrol immediately applies updates to Active Directory contact information in the users’ e-mail signatures, which makes it very easy to maintain. Since e-mail signatures are configured from one central template, it is a simple task to update e-mail marketing information for all e-mail signatures.”
Since the Policy Patrol software was deployed, the results have been nothing but positive. The centralized e-mail signatures program allows Hard Rock to consistently brand their e-mails and customize them with information from the marketing department quickly and easily.
“Policy Patrol Disclaimers is very easy to operate and we have to do very little to maintain it,” said Essig. “As a company, we have experienced no downtime with Policy Patrol since implementation. It is consistent, reliable, and easy to use.”
With roughly 2,500 employees and 800 active e-mail accounts, Policy Patrol has opened the door for the Hard Rock Hotel and Casino to capitalize on a previously untapped marketing resource, its own e-mails. Policy Patrol is cost-effective, easy to implement and operate, and requires little maintenance due to its high level of automation. The results speak for themselves; previously ineffective and scattered e-mails were transformed into an efficient, corporate marketing tool with a powerful and consistent branded message. Now instead of worrying about e-mail signatures, the Hard Rock team can get back to what they do best, rock and roll.
This article was reported and written by Red Earth Software, a Boulder, Colo.-based firm that specializes in the development of content security solutions that help companies ensure proper usage of their corporate e-mail systems.
SIDEBAR: Just the facts…
Company: Hard Rock Hotel & Casino
E-mail accounts: 800
Mail server: Exchange Server 2007
Product: Policy Patrol Disclaimers
Vendor: Red Earth Software
Vendor Web site: www.policypatrol.com
Length of project: 2 days
• Efficiency Savings
• Raise Brand Awareness
• Utilize Marketing Opportunity
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