CASE STUDY
Multishoring Solution Expands Cella’s Content Capabilities
KEY TAKEAWAYS
The Problem: As Cella’s capabilities and demand for our thought leadership expanded, our content needs were outpacing our production capacity. With one designated content writer, Cella’s internal Marketing team faced the challenge of creating margin to keep pace with the everyday content demands across its digital channels while focusing on strategic content priorities. We needed an Agile approach to find specialized talent and support.
The Solution: Leveraging a cost-effective offshore model helped us resolve an ongoing challenge. Instead of committing to a full-time, permanent hire, we were able to get to the heart of our need: A dedicated global workforce solution that would augment our content production strategy. By accessing a pool of candidates who possessed the exact skill sets we needed, we were able to add a dedicated content writer to our team, so our existing content team could focus on key deliverables that required greater bandwidth, while standing deliverables were given the focus and expertise they required, allowing our content plan to remain on schedule.
The Results: The impact of choosing a global workforce solution resulted in having the resources at hand that enabled us to scale our production up and down, as our production schedule demanded. Randstad Digital’s Global Delivery Center provided a comprehensive solution. As demands for our team’s services grew, the offshore professional dedicated to our team was scaled up to provide ongoing content creation, and, in turn, our speed to market increased by 200%. Our existing content specialist was freed to promote larger initiatives and curate specialized content spanning all of our digital channels.
The Problem
Content is never done. The demand for engaging content is ubiquitous across digital channels, and our team was experiencing healthy but fast-paced growth with a consistent need to generate a variety of new and discipline-specific content – from eBooks to case studies, social media posts and carousels, blogs, video content and infographics – the needs and opportunities were without limit. Yet, our creative staff’s capacity, time and bandwidth was.
By drawing upon offshore creative talent, we found a strategic option to help us achieve our content production goals with cost efficiency and practicality. Because Randstad Digital’s Global Delivery Centers offered a vast network of expertly skilled professionals, we had the opportunity to select a writer who possessed the essentials for high-level content creation and knew how to expertly represent our brand.
The Potential for Growth
A global workforce solution – whether it’s tapping into one offshore resource or 200 – can be replicated for:
Organizations who are experiencing rapid growth
Teams whose content demands exceed their production capacity
Those who have to reconcile staffing demand with budgetary constraints
Creative teams whose peak production seasons flex throughout the year
Delivering quality content is an ongoing task. Having experts at hand to create that content is essential, yet, Marketing budgets are finite. It’s not always possible to bring on new FTEs to support content creation and production.
That’s where a cost-effective, Agile resourcing approach comes into play.
A global workforce solution is flexible and can be customized based on your specific workforce needs. Depending on the demands of your marketing objectives, with a vast pool of highly-skilled talent, you have access to the resources that can elevate your production. As your demands increase or level out, this solution scales with you, based on your needs.
Offshore talent solutions give companies access to the world’s most specialized digital, marketing and creative talent pool and provide:
A ”follow the sun” model: A global talent pool provides work availability, adding speed and agility for always-on marketing efforts. As one team ends its workday, another begins, allowing a continuous workflow.
Global coverage: With around-the-clock coverage, you can be responsive to global markets, quickly addressing client needs, market opportunities and generating content in real time.
Speed to market: Quicker turnaround times, faster iteration and review processes, and accelerated content production increase speed to market.
Strategic advantages: With a 24-hour presence, you can offer timely and efficient customer support and have a robust crisis management system.
Conclusion
Cella’s choice to incorporate global workforce solutions into everyday operations increased production capacity without sacrificing content quality or timeliness. Our ongoing content production surged. For example, in a two-month period we were able to produce and finalize 10 blogs as opposed to the standard four pieces we developed without offshore support. With a mix of both full time employees and offshore talent, we were able to blend our efforts to produce content across multiple channels and focus on our most strategic priorities. Today, the global workforce solution has been implemented across our digital and graphic design teams, with specialists delivering production support that expands our capacity to provide service to our internal stakeholders and external clients.
The sun never sets on our capacity to deliver.
