Visit Greenville, one of South Carolina’s most active tourism hubs, struggled to get the best photos of their destination to market quickly and easily. Lacking a system to collect, organize and distribute quality photos, they were losing valuable time and money with processes that could easily be streamlined. By utilizing the Barberstock and Chute integration, in addition to the Contributor Upload Portal feature, they were able to not only organize their library of digital assets but also manage user permissions and attain user-generated content cheaply—a solution that has increased the quality and number of photos to their library, while saving the company and its employees time, money and sanity.
In the foothills of the Blue Ridge Mountains, right in the heart of South Carolina’s Upcountry, stands Greenville, a fascinating destination filled with rich American history, Southern traditions and stunning natural landscapes. With a diverse array of attractions and activities to promote, Visit Greenville utilizes high-quality professional photography, videos, user-generated content and other digital assets on a daily basis to ensure the success of their organization.
There were many obstacles impeding the success of Visit Greenville’s marketing initiatives.
1) The first issue they faced was their disastrous photo library. Housed in a large folder on the company server, the library retained thousands of images, but no clear structure, making it difficult to find photos quickly and easily. Employees wasted countless hours trying to find files, while simultaneously misplacing them because of the lack of organization. As more employees joined the team and visual content became increasingly important to the everyday workflow, the team knew they needed to find a solution immediately.
2) The second issue they had was collecting quality user-generated content for marketing purposes. There were amazing images of their destination on social media, but they needed the rights to use this content. When employees found ad-worthy social media photos, they would reach out to the photographer via social media with the hope that they’d receive a quick response. However, these responses were rare, and when they did occur, they took weeks and required hefty payments for photo rights. Visit Greenville knew there had to be a better way to execute this simple task, which was becoming time-consuming and expensive.
In short, Visit Greenville needed quality, authentic content and a place to store it—that’s when they came to Barberstock for help.
Implementing Barberstock’s digital asset library was Visit Greenville’s answer to their out-of-control photo collection. The two teams worked closely together during the setup to make sure all content was neatly organized and easily searchable—primarily through the use of metadata spreadsheets (editable spreadsheets that merge with the platform and that includes all file metadata fields). This made editing asset information quick and efficient. The Barberstock team also assisted in assigning keywords to their images, a time-consuming task that our asset management pros tackled head-on.
Visit Greenville also made use of the Contributor Upload Portal. This feature allows users to upload content that must first be reviewed and approved by the internal administrators. It has allowed the destination to gather more visual content from external partners, while ensuring quality and consistency.
Their next step was to acquire more user-generated content in a way that was time and cost-efficient. In order to grow their selection of impressive visual content, they selected Chute, a marketing platform that lets clients attain user-generated content and obtain rights, as the best system to do just this. Chute made it easy for Visit Greenville’s team to find photos and videos of their destination on various social media channels and efficiently obtain the rights to use that content without paying any additional costs.
The final step was to ensure all visual content was housed in one place. It would be a laborious task to download the rights-approved content from Chute, then upload it to Barberstock, but with the integration of the two platforms, the process is seamless. Any rights-approved content from Chute automatically imports to the Barberstock library and gets placed into a designated Category/Folder for easy access. The image metadata fields are also automatically populated with the social media user’s description/caption, while the hashtags become keywords and the credit field includes the user’s name.
Additionally, Visit Greenville allows only the seven key members of their team to view and download the UGC images, letting them properly manage rights-requested content. They keep this content restricted from rest of their user base but can manage permissions using Barberstock’s Access Groups.
The Barberstock/Chute integration has significantly sped up the Greenville team’s workflow. They can now import images from Chute into a designated folder, and within 30 seconds, they are in their Barberstock library and ready to go. On top of that, all of their content is stored and tagged in one place, making finding a file or a photo request a quick and simple task.
The Chute integration has also allowed Visit Greenville to utilize the Barberstock/Simpleview CMS integration more efficiently. This process allows them to import photos from their Barberstock library directly into their CMS. With the addition of their rights-approved content within Barberstock, the two integrations effortlessly work together, letting Greenville highlight user-generated content on their website in a snap!
With Barberstock & Chute’s help, Greenville can now:
- Acquire high-quality user-generated content cheaply and quickly
- Acquire photos from destination partners and professionals efficiently and with oversight
- Manage user access for image quality control
- Find all photos and videos from their internal library in seconds
- Store photos with proper naming and metadata conventions easily
- Save countless employee hours which were previously spent finding lost photos
- Streamline their photo marketing process, all in one easy-to-use platform
Main Photo Credit: Firewater Photography/Kris Decker