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| September 24, 2007
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| Marketing Online
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Many believe making the move from print to the Web can help cut costs and
save time. Therefore, it shouldn´ t come as a surprise that builders are
moving
to an online marketing strategy in their efforts to trim expenses in a
down market.
For internal and external marketing, Ryland Homes´ , www.ryland.com,
Calabasas, Calif., Dallas location, covering 42 communities, is using a
customizable online marketing platform from Cross Media,
http://www.crossmediamgmt.com/, Dallas, Texas. This Web-based platform
allows Ryland staff and service providers to access online materials
including post cards and marketing collateral− for campaigns and
communications.
This solution allows Ryland Homes to customize materials and provide
content, such as newsletters, brochures, and direct mail, for the sales force
within a week. This is a significant improvement from the four to six weeks it
used to take personnel to generate these same materials.
Ryland´ s sales
force can now order corporately approved marketing collateral via the Web,
freeing up marketing administrators for other tasks. Spending less time on
orders, marketing administrators can now shift their focus to market
awareness campaigns for the company. Two days a week, marketing
administrators conduct market surveys and site checks, gathering data via
forms and surveys on the Web.
In the first year of using the solution, Ryland Homes has reduced its number of suppliers and lowered printing costs by an estimated $100,000. |
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