Scaling Design & Functionality Without Compromise | Sitecore Virtual Summit 2017

Global to Local: Scaling Design & Functionality Without Compromise

Danielle RossiVP Client Services, Delphic Digital

Scott SzeglowskiProducer, Delaware North

Danielle RossiVP Client Services,

Delphic Digital

Scott SzeglowskiProducer,

Delaware North

Introducing...

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

But, First a Few Questions...

1. Is customization and/or global governance important to you in a CMS? (Y/N)

2. Do you currently only have one person going into the CMS to make updates? (Y/N)

3

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4

About Delaware North

Delaware North is one of the largest hospitality management companies serving national and state parks, and owned/managed properties. Delaware North has established a reputation for providing high levels of both stewardship and hospitality in delivering lodging, retail, food service, recreational and transportation services at parks across the United States.

http://www.visityellowstonepark.com/


http://www.niagarafallsstatepark.com/


https://www.lizardisland.com.au/





About Delphic Digital

Agency Demographics

● Customer Experience Agency

● Partners with Delaware North since 2015

● Agile and iterative mindset

● 10+ year track record

● Wide range of industries


How can you scale a web portfolio, without

compromising design and corporate governance –all while setting the stage to leverage contextual marketing?

The Challenge


How can a technology platform help wrangle local properties/websites to be under one umbrella?

The Challenge



https://www.thekalalochlodge.com/




http://www.elquestro.com.au/




http://www.kingscanyonresort.com.au/

http://www.kingscanyonresort.com.au/

http://www.peaksofotter.com/



The Challenge

Delaware North

Digital Marketing Team


The Challenge

Delaware North


International Locationswith digital marketing teams


The Challenge

Delaware North



20+ Content Editorswith varying experience levels


The Challenge

Delaware North



20+ Content Editorswith varying experience levels

9 Parkswith unique property needs


● Bring sites to market quickly

● Offer at a lower cost per site

● Scalable solution to be

leveraged across many sites

● Easy for content editors to

manage content across all properties

How Do We...


Delaware North + Delphic Digital

Solution

...you can, too!

● Scaled an enterprise-level CRM platform to accommodate local resort properties

● Maintained unique brands

● Used component-based Sitecore offering


About Component Based Design

See how the same wireframetranslates to several different designs



Side navigation

Check rates bar

2 column components





Side navigation

50/50 Image and text component





Side navigation

Check rates bar

Full width component





Side navigation

Secondary navigation

Full width component





Use different components to display similar content for incredible flexibility at the local level







Use design to completely change the look & feel

of the same components











Button

Solid Bar

Colored Headlines








23

Showcase Unique Branding


24

Showcase Unique Branding


● Personalization

● Email Marketing

● Testing

● …and more

Design & Marketing Tactics

Personalized Banner

Personalized Activities


1 Technical Investment

5 Business Goals Achieved

● Scalable Solution

● Corporate Governance with Local Flexibility

● Ease of Content Editing

● Scaling Resources

● Cost Effectiveness

Additional Marketing Goals Achieved

● Unique UX / Designs

● Content Marketing Capabilities

● Customer Insights and Learnings

Meet Corporate Standards, Meet Local Needs


The Future Evolution for Delaware North

● Site builder framework for 6+ Gaming locations

▪ Ability for Delaware North to add additional sites with little need for custom

development past the core

▪ Unique logo, brand colors, images

▪ Consistent font, components, Delaware North Standards

▪ Ability to scale for properties with different needs - e.g. Racing, Accommodations,

Dining, Events, Table Games, Slots

Meet Corporate Standards, Meet Local Needs


Leverage Sitecore to establish practical governance of large, varied-level web properties.

A component-based design doesn’t have to be generic, they can be uniquely customized.

Set the framework for ongoing contextual marketing to meet local business goals.

Takeaways


Scott Szeglowski | Producer, Delaware NorthDanielle Rossi | VP Client Services, Delphic Digital

Questions?

FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights reserved.

Sitecore® and Own the Experience® are registered trademarks of Sitecore

Corporation A/S. All other brand and product names are the property of their respective

owners.

Technology

Scaling Design & Functionality Without Compromise | Sitecore Virtual Summit 2017