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Off Madison Ave, a leader in holistic marketing, partnered with Disca to revolutionize the Arizona Office of Tourism’s cooperative marketing program. This collaboration aimed to streamline the selection process for numerous marketing programs, providing a user-friendly platform for participants across the state.
Off Madison Ave inspires unforgettable leisure experiences through strategic marketing services, including creative, media, PR, social, interactive, and branding. Their unique approach combines collaborative, results-oriented strategies with principles of human behavior.
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The Arizona Office of Tourism’s Rural Marketing Co-op Program supports various destination marketing organizations, tribal nations, and tourism-focused associations. Since its inception, the program was primarily managed through email communication and tracked on spreadsheets, leading to confusion and inefficiencies. Off Madison Ave recognized the need for an innovative solution to simplify and streamline the overwhelming array of program offerings available to participants.
The existing program was complex and difficult for both users and administrators to navigate. Various product offerings, custom options and various price points overwhelmed everyone. In an early ideation call, it was suggested that the program would be better presented as a “store”, where marketing organizations made selections and configurations that fit their budget. This ecommerce strategy ultimately aligned with Off Madison Ave’s need to track, administer and validate the entire experience.
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Disca’s team has deep experience working with creative agencies to bring web portals and other innovative software solutions to life. The Disca team understood that the user experience was critical. However, the needs of the program administrators to configure, manage and report on the program were just as important. Ultimately, a straightforward technical solution inspired by popular ecommerce experiences provided a familiar but custom user experience while delivering the operational tools and powerful data insights administrators were looking for.
After a thorough analysis of Off Madison Ave's program requirements, pain points, and long-term objectives, Disca determined that a custom software solution was the optimal choice to meet their needs. The complexity and uniqueness of the cooperative marketing program necessitated a tailored approach—one that could not only address the immediate challenges but also scale seamlessly with future growth.
A custom software solution allowed Disca to design and build a platform that was precisely aligned with Off Madison Ave's specific workflow requirements. This solution, inspired by popular online shopping experiences, provided the flexibility to incorporate multiple program offerings, manage a diverse range of interactions, and ensure a smooth user experience for participants and administrators. Additionally, the ground-up custom approach ensured that the platform could be easily expanded or modified as the program evolved, offering Off Madison Ave a sustainable and scalable tool that could grow alongside their marketing initiatives.
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Partnering closely from the beginning to ensure the custom software solution would align with the program’s intricacies and existing processes, thereby enhancing efficiency while fitting seamlessly into current workflows.
Creating a solution that was modern, flexible and efficient to maintain as the program evolved year-to-year.
Providing continuous training, support, and feature enhancements to ensure the site’s optimal performance and evolving needs of the program.
The program’s efficiency improved by 20%, enabling faster updates and more effective customer service.
Survey feedback confirmed the program’s renewed value as participants praised the site’s ease of use and functionality.
The custom software solution allowed for admins to have early insights into what Destination Marketing Organizations were planning, and therefore reduced the time required to create and manage the content.
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The partnership between Off Madison Ave and Disca highlights the power of collaboration and technical innovation. By transforming a complex selection process into a seamless user experience, they have set a new standard for cooperative marketing programs.
Visit Off Madison Ave to learn more about their marketing services and offerings.
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