How do you manage the marketing content for 13 brands?

About NCOI Group

NCOI Groep's mission is to provide people (young and old) with the best education and training. With this they facilitate 'Lifelong Learning' in the Netherlands. In addition to the best-known brand, NCOI Opleidingen, various renowned educators are part of NCOI Group, such as Scheidegger, NTI, Schoevers, ISBW, Computrain, Markus Verbeek Praehep, NIBE-SVV, Pro Education, ISES, LECTRIC, Bestuursacademie Nederland and Luzac. NCOI Groep has approximately 1800 employees and approximately 3500 active freelance professionals. NCOI Group is preferred supplier to most of the Top 500 organizations in the Netherlands.

Challenges of the Marketing Department

The marketing department is responsible for recruiting trainees for all brands. For this radio and TV advertising is used and the website and especially the brochures play a crucial role.

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“Creating physical brochures is of great importance for bringing the training offer to the attention of the person responsible for training within organizations. The brochures are developed specifically for this target group. The preparation and editing of all brochures was a very time-consuming process involving many different departments ”

Ferry Olie - Manager Business Transformation and Innovation - NCOI Group.

The old method

The training texts are an important means of promoting the various training courses on the website in a clear and promotional way. In the old method, all training brochures had to be ready before the texts about the courses could be published on the website. Much precious time was lost as a result. The same content from different back office systems was often used.

When preparing the marketing texts for the different brands, this similar content was reused in different communications, online and offline, by means of copy and paste. Corrections always had to be made in different places during a change. This was a very labor-intensive, but above all an error-prone process.

That is why a wish list has been put together to improve and simplify the brochure development process.

To wish

• Being able to publish flexibly at any time to both online and offline channels.

• Shortening the time to publish new courses.

• More efficient layout and publishing processes by benefiting from better and less error-prone ways to create content.

“Despite the fact that NCOI has several starting times per year, many students traditionally orient themselves in April and May to follow a course. Partly because of this - and due to the large number of training courses that NCOI offers - there is great pressure on the process to be able to send the brochures in April. ”Ferry Olie

The preconditions for the solution

All content for digital and offline (print) had to be managed media-neutral, independent of the channel and independent of the brand. NCOI was looking for a platform to enrich its back office content with commercial texts and images so that they can be published to the relevant online and offline channels for the relevant brand.

The chosen multichannel solution

After a market survey, NCOI has decided to develop a PIM (Product Information Management) system in which all product information such as the price, the characteristics of the product and the title of the training is managed.

WoodWing's multichannel CMS and publishing workflow solution was chosen to enrich the content from the PIM and the planning system. The content from the PIM and planning system is shown within the WoodWing environment and is enriched here with commercial texts and images that are specific to the brand. Using the “publication tool”, all content elements for the print publications can be planned to the pages of the brochures.

NCOI Content Station

The designers do the final editing in the layout but no longer have to worry about the content. In this way, the layout of the brochures can be prepared with a high degree of predictability and flexibility within the shortest possible lead times.

“WoodWing is the conductor of the content. Woodwing orchestrates access to information and also ensures that Adobe InDesign templates are filled with content, information from the PIM system and planning information from our back office systems. ”Ferry Olie

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Both the PIM and the CMS have statuses. If the content is set to “ready for publication” in the PIM system, the data is prepared for the various digital channels. This content is retrieved by the CMS systems of the various NCOI brands through pull. Graphit has used a so-called content API for this.

The results

• A clear, time-saving workflow has been introduced for each training.

• Training brochures no longer have to be created and published according to a serial lengthy process. In parallel, multiple activities can take place automatically more quickly.

• The design team of the NCOI Group receives fully automatically formatted pages for the different brands.

• PDFs are automatically generated from training brochures and placed in the right place on the website for future students.

• New content for all brands can be published on all channels at any time.

• Shorter time-to-market to get training courses to the attention of the students at an (even) earlier stage.

“For this project we were looking for a partner with a lot of knowledge and expertise in omnichannel content creation. A partner who was willing to delve into our processes, manage us and support us in the implementation of the content management and workflow platform. That is why we have had an intensive collaboration with Graphit for many years ”Ferry Olie


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