Comcast Cable Corporation

Tactic customization begins with selecting a template and defining custom data fields.

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Comcast Corporation is the nation’s leading provider of cable, entertainment and communications products and services. Comcast is principally involved in the development, management and operation of broadband cable networks and in the delivery of programming content.

To support its field sales operations, Comcast developed a marketing Web portal, the ComcastStore, to streamline the creation, customization and fulfillment of promotional pieces and direct mail collateral, internally known as “tactics.” Comcast’s corporate marketing department uses the ComcastStore not only to manage all aspects of these marketing tactics, but also to reinforce branding initiatives and message consistency. A combination of internal personnel and external agency resources and vendors produce the tactics processed through the ComcastStore.

DPCI worked with Comcast to design a multi-channel solution that served as an integrated extension of the ComcastStore by adding comprehensive online publishing capabilities and allowing field marketing personnel to easily create, proof and order customized marketing and advertising tactics online.

The online publishing solution leverages DPCI’s Digital Flywheel, a Microsoft .NET framework on top of Microsoft SQL Server, and Adobe InDesign Server. The interface incorporates Web 2.0 technologies such as AJAX, creating a user-friendly interface that is similar to a desktop application.

Project highlights:

• Tactics are customized through a Web browser
• Eliminates the need to rely on graphic designers to create or update tactics
• PDF proofs are automatically generated
• Expedites printing and fulfillment time cycles from weeks to days
• Ability to move more quickly to market with competitive offers with accurate, localized messaging