Blog | February 5, 2018

Slam Dunk Content Management Like Orlando Magic

by Samantha Taylor in Brand Management

Ready to take the court

In 1989, the Orlando Magic took to the hardwood for their inaugural season. It wasn’t long before they entered their first era of league-wide significance led by stars Shaquille O’Neal and Anfernee “Penny” Hardaway. Since then, the Magic have created several memorable eras led by preeminent players such as Tracy McGrady and Dwight Howard, and prominent coaches such as Doc Rivers and Stan Van Gundy.

Since their inception, the team has been dedicated to creating “Pure Magic” – their pledge to an unwavering pursuit of success and creating exciting, memorable fan experiences.

Too many benched assets

The Magic take over 2,000 photographs at their games as well as events. These images are essential for generating loyalty and excitement with fans. But the Magic stored their 15 terabyte  library of photography in a system that made it hard for various departments to find and access this valuable imagery. With no support for folders, small or nonexistent asset previews and a poor user interface, their existing system was nearly impossible to navigate.

Another missing piece was support for tagging and IPTC metadata, the data standard most widely used to describe photos. Users weren’t able to sort and search for pictures in their library. These limitations slowed employees down by making it hard to post new content and share photos.

Poor user experience and limited access to assets with existing system

The Magic also struggled to access creative content while on the road. During the season, Magic employees are frequently traveling, but they still need access to photos and assets. The Magic’s on-premise system was deeply tied into their network’s infrastructure. It was often inaccessible to those who could not secure a VPN connection –  a constant challenge from remote locations.

Fast break in a new direction

In 2015, the Magic formed a team that began researching digital asset management (DAM) systems. The first concern the Magic wanted to address was allowing users to search for and retrieve content on their own. To do this, the new platform needed capabilities that would make it easier to find and access assets. Any new system would have to support tagging and IPTC metadata, two components that are critical to organizing photography.

Folders and user permissions were also seen as a way to to make self-service easier. Most requests for assets were approved, but occasionally there were photos the Magic guarded more closely, such as pictures from partner events. Without a folder system, the Magic had no way to control and monitor access to content.

Keeping everyone connected to creative assets, even from the road, was another key requirement. To properly support remote employees, the Magic needed their next DAM to be accessible outside the company network without sacrificing asset security.

Lastly, because of the differing needs of each team, the Magic wanted to empower employees to make minor alterations to assets. Tasks like file conversions and resizing shouldn’t require the assistance of an agency or designer. Allowing users to do this themselves would save time and money.

The game changing assist

Webdam emerged as the best platform to help the Magic overhaul asset discovery and access. The user-friendly interface supported quick, detailed searches for content, allowing users to filter by file name, tags and metadata. The number of “where is this?” emails decreased dramatically.

Webdam also made it easier to access content from remote locations. As a cloud-based solution leveraging the security and reliability of Amazon Web Services, the Magic were free to make their DAM more easily accessible with the assurance that their assets would remain secure.

Full access with Webdam and Amazon Web Services

Users across the organization took advantage of tools that allowed them to crop images or convert files within the platform. This has been especially helpful to the Digital Content Team who now have the ability to format photos for different social channels on their own. And the Webdam mobile app allows the Digital Content Team to add images into content or share them directly from their mobile devices.

Lastly, the Magic have leveraged Webdam’s brand management solution, Brand Connect, to build more brand consistency. Brand Connect allows them to create and share style guides and logos, as well as use collaboration tools such as lightboxes to provide inspiration and facilitate asset selection for creative content. Since implementation, the Magic have added over 175,000 assets to Webdam.

Webdam has successfully transformed asset discovery for the Orlando Magic while also making life easier for Young to manage their DAM. He says, “I’m so thankful we are using Webdam at the Orlando Magic. Utilizing this system has allowed me to be more productive and efficient with my time as I focus more on our content strategies rather than responding to multiple emails asking for digital assets.”