Leisure Group Automates With Mtivity Web Workflow

David Lloyd Leisure, the UK racquets, health and fitness group, has selected Mtivity's web-based marketing resource management (MRM) technology - Mtivity Plus.

David Lloyd Leisure, the UK racquets, health and fitness group, has selected Mtivity's web-based marketing resource management (MRM) technology - Mtivity Plus.

Aimed at improving brand management and distribution of marketing, sales and branded material, it has initially been deployed in six clubs.

David Lloyd Leisure will roll out Mtivity's workflow and marketing material management system to all of its 56 clubs across the UK and Ireland in July 2004.

Each of the clubs produces and prints marketing materials that are customised locally.

As a result, the management and distribution of marketing materials - such as brochures and flyers - has become a costly and time-consuming process, limiting the ability of the Dunstable-based head office to maintain a consistent brand identity.

The key objective of the health and fitness club chain was to implement an online system that enabled its central marketing team to deliver templates and, therefore, manage its brand effectively.

The system also needed to ensure materials could be customised by each of its clubs to reflect local offers and the preferences of club members and prospective customers.

"The marketing process is traditionally fragmented and, with over 320,000 club members throughout the UK and Ireland, we needed a system which could accommodate the varying demands of individual clubs but ensured the brand remained consistent," said Gary Dalton, brand manager, David Lloyd Leisure.

"Mtivity has enabled us to give local staff the right amount of flexibility and autonomy but crucially gives head office strict control over brand identity, costs and expenditure in each club," he added.

Mtivity is said to allow seamless links with existing external marketing operations enabling David Lloyd Leisure's printing partners to work collaboratively, using Mtivity at no additional cost.

The printers remotely access the Mtivity Plus system via the web, enabling them to download artwork or request authorisation of print orders.

David Lloyd Leisure's marketing department is able to keep track of the status and cost of all external activities in real time, ensuring that projects come in on budget and on time.

"The visibility provided through Mtivity affords marketing departments greater confidence and closer working relationships with their suppliers and enables printers, for example, to provide broader services such as minor artwork changes.

The result is a quicker and simpler, streamlined process, with significantly reduced marketing costs," said Mat Atkinson, chief executive officer of Mtivity.

Mtivity was recommended to David Lloyd Leisure by its marketing agency Meteorite that is using Mtivity Plus to manage its own marketing activities.

Having been invited to use Mtivity Plus to sign off marketing materials Meteorite had created and to check on the status of projects, David Lloyd recognised it could benefit from the MRM system across its marketing functions.

Mtivity's web-based MRM service is said to enable marketing organisations to automate and streamline their workflow.

Requiring what is claimed as minimal IT-department involvement, Mtivity is said to be flexible and can be simply and fully configured to reflect and enhance the different working practices of professionals throughout the marketing value chain, whether agency, corporate or printer.

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