Strategy for ECM in a Decentralized Organization Beth Franssen, Electronic Corporate Marketing Consultant to Hines

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Hines is a privately owned international global investment, development and property management firm. Portfolio at the time included over 915 properties representing 360 million square feet of office, residential, mixed-use, industrial, hotel, medical, retail and sports facilities. Offices in over 60 US cities and 15 countries, and controlled assets valued at approximately $13 billion, Hines is one of the largest real estate organizations in the world.

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Challenges Maintaining brand consistency and leveraging the breadth and depth of Hines experience to remain competitive in the global marketplace Allowing business developers and marketing staff to be strategic To improve the quality and effectiveness of materials used to solicit new business Speedier, more efficient without sacrificing quality

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Why ECM? o To create an accessible platform for cross- regional sharing of marketing assets (productivity and efficiency) o To reduce time and money spent on business development (content production and delivery) o To better communicate to specific market segments using consistent information and messaging (content access and collaboration) o To strengthen overall brand equity (brand awareness)

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Conceptualization Keeps higher objective of integration and business needs rather than on the tools and application Project value is not in traditional triple constraints of on time, budget and schedule but on the business value and end user experience

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Solution Simplified visual web interface Access to information in 3-clicks or less Rapid deployment Easy to use tools for administrators and content managers Flexible phased development Process Improvement vs. Tool Improvement

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Solution Choose your implementation partner well Customizations to simplify and brand interface, maintain upgradability Organized content around business logic Additional metadata to make search and retrieval easier for the end-user

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Hines Marketing Toolkit What is the Toolkit? A repository of information to communicate and archive Hines’ experience, core competencies and competitive advantages in order to more quickly and efficiently solicit, retain and expand new and current business

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Hines Marketing Toolkit – Phase I Must be a visual Simplify the interface, 3 clicks or less! Remove unused or advanced functionality Easy to use, files prepped for ready use Remove technical obstacles All assets associated with Hines meta data

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Hines Marketing Toolkit – Phase II Make People Love It Even More Simplify Navigation & Bolster Search No cognitive friction Advanced search feature Filter options within cabinet Personal workspace to work with content Collect, sort and analyze files Save time downloading Reinforce Toolkit is not independent from similar resources Not administratively overbearing

Gilbane Conference San FranciscoJune 19, 2008 Beth Franssen Hines Marketing Toolkit Phase III Make People Own It! Add visual interest to home page with What’s New Web Content Management and Publishing Transparent to Marketing Toolkit population

A successful implementation comes with positive risks too Count on new forms of electronic marketing to shape the way business developers work How to Measure Success?

A successful implementation comes with positive risks too Count on new forms of electronic marketing to shape the way business developers work Continually Evaluating Needs

Marketing content is complex Processes will continue to be ill-defined and in-flux as the internet continues to fuel global competitiveness Balance between the tools and application vs. the objective

Lessons Learned Engage stakeholders early and with continuous communication Be adaptable while focusing on long term goals and business value Address technical hurdles immediately Plan ahead for inclusion of webinars, newsletters, hands-on training, technical support, professional training Keep the end-user perspective and experience in mind Continue to network within the ECM community