SAP launches essential support site for kids and families in one day with help from Yesler

How many times have you wished for a quick, straightforward route from knowing your marketing need to having a finished asset? Andra Strudler, head of regulated industries marketing at SAP, used an internal campaign service desk staffed by Yesler to turn her concept into a live landing page for the launch of a high-profile project in less than a day.

After attempting for weeks to get the landing page done through other channels, Strudler engaged the SAP North America Campaign Service Desk to build and publish the page in one day.

Background

SAP is a multinational software corporation that makes enterprise software to manage business operations and customer relations. It’s a purpose-led organization, focusing its talent and technology on enacting positive social change. So when more than 125,000 schools stopped holding classes due to the COVID-19 crisis, the company stepped up to help.

SAP’s commitment to this cause came from the top of the organization. DJ Paoni, president of SAP North America, is on the board of GENYOUth, a nonprofit dedicated to children’s health and wellness. When he heard about the organization’s work to support families during the COVID-19 crisis, SAP began working with GENYOUth, School Nutrition Foundation, and Intel to create a digital platform for connecting children with vital resources from schools and other organizations. These resources include housing assistance, healthcare, and financial assistance for families who are struggling due to school closures or employment hardships. The platform consists of a mobile-enabled app for families to find local resources, and a resource-input tool for organizations that want to assist.

“I entered a request into the Campaign Service Desk tool. It was a simple matter of filling out some required fields and uploading attachments, and I used the Fast Track option. The service-level agreement turnaround meant I got my landing page within 24 hours.”

ANDRA STRUDLER

Head of Regulated Industries Marketing, SAP

Strategy

In mid-April 2020, Strudler knew she had to get the word out about the project quickly so that families in need would know to look in mobile app stores for the resource locator. “Pivotal to our plan was having a central place where everyone could access our platform,” says Strudler. She needed a landing page, but didn’t have time to navigate the usual internal channels before the platform was announced. Another factor affecting the project timeline was a May 1 CNN interview, in which Chris Cuomo was to speak with the CEO of GENYOUth. To get everything done in time, Strudler turned to the SAP North America Campaign Service Desk.

In 2011, Yesler built the Campaign Service Desk to act as an extension of SAP’s marketing operations department and deliver quick-turn projects like these. The Campaign Service Desk supports SAP marketers by providing B2B marketing expertise and communications quickly and easily for demand generation and other marketing tasks. To power this service, a Yesler marketing operations team customized an intake platform to automate and consolidate marketing project workflows into a single tool. Yesler creatives respond to incoming Campaign Service Desk requests to provide campaign content to SAP marketers.

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How we did it

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Solution

On April 15, Strudler used the Campaign Service Desk to submit a ticket. She provided images and an outline for the landing page content, then worked directly with a senior copywriter at Yesler to get the copy finalized. “I entered a request into the Campaign Service Desk tool. It was a simple matter of filling out some required fields and uploading attachments, and I used the Fast Track option,” she says. “The service-level agreement turnaround meant I got my landing page within 24 hours.”

After Strudler approved the copy, a marketing operations project manager at Yesler confirmed the formatting choices with her before flowing the content into an SAP landing page template and adding the images. He also managed the publication process via the Adobe Experience Management platform, making sure to follow SEO and template requirements and coordinate with SAP web-page experts as needed to meet Strudler’s requirements. Another Yesler marketing operations employee set up the SAP4Kids campaign in SAP’s internal CRM system.

“Time was of the essence for building the landing page, which was pivotal for amplifying our message and giving families a place to access critical services. I went to the Campaign Service Desk and got the page built within a day—that’s true operational excellence. And with its 24-hour turnaround time, the Fast Track option lowered my risk in making the request.”

ANDRA STRUDLER

Head of Regulated Industries Marketing, SAP

Results

The SAP4Kids page went live in less than 24 hours—in plenty of time for the Chris Cuomo interview on CNN, which generated 23,000 views that day. As of July 2020, total views have climbed to around 46,000, helping the platform connect kids and families to tens of thousands of resources around the country. Since the page went live, Paoni and SAP Global CMO Alicia Tillman have monitored its performance weekly, and Paoni mentioned it during an online global conference in June.

For such a high-profile project, Strudler says, “Time was of the essence for building the landing page, which was pivotal for amplifying our message and giving families a place to access critical services. I went to the Campaign Service Desk and got the page built within a day—that’s true operational excellence. And with its 24-hour turnaround time, the Fast Track option lowered my risk in making the request.”

Strudler is impressed with how simple the service is to use. She says, “I almost never use the Campaign Service Desk. But when I needed it, I literally was able to figure it out in seconds, which speaks volumes to how simple it really is. Even though the Yesler marketing operations person worked behind the scenes with SAP teams around images and templates and what’s possible in our landing experiences, it was seamless for me. I only had to talk to two people from Yesler.”

To ensure that the SAP4Kids campaign could launch quickly, the SAP Campaign Service Desk workflow expedited the landing-page creation process by putting Strudler in contact with Yesler staff in her time zone. The staff included a writer familiar with SAP style requirements and a marketing operations person to populate the page template and coordinate publication.

The Yesler team has developed a good relationship with SAP marketers over the years, which facilitates communication, and Yesler creatives work directly with SAP requesters, which shortens timelines. When asked what she thinks of Yesler as an SAP partner, Strudler says, “In my team’s daily work, often we don’t even realize we’re working with someone from Yesler unless we look at their email address. To us, they’re an extension of our marketing team. That demonstrates how incredible of a partnership this really is.”

She adds that Yesler’s expertise and familiarity with SAP systems and requirements were a big help. “SAP has complex brand guidelines and standards. Yesler took the burden off me through their familiarity with our writing and template requirements. I can trust that we share a vision, and that I can communicate what I need and get it quickly, thanks to their expertise and work behind the scenes.”

“SAP has complex brand guidelines and standards. Yesler took the burden off me through their familiarity with our writing and template requirements. I can trust that we share a vision, and that I can communicate what I need and get it quickly, thanks to their expertise and work behind the scenes.”

ANDRA STRUDLER

Head of Regulated Industries Marketing, SAP

24 hours

to market for a support page for families in need

+23K

page visits in one day

+46K

total page views

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