Case Study: Greene King

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The Issue
Greene King's managed estate takes in over 800 individual pubs, with 14,000 employees all working directly for the brand. Greene King wanted to nurture entrepreneurial skills at a local level in terms of marketing and promoting each locale quickly and efficiently, while retaining the central brand values.

The Solution
Tangent's Toolkit product is an online solution which provides a destination for all Greene King pubs to create and order marketing collateral. The site hosts hundreds of promotional templates ranging from food promotions to sporting events. The user is able to select promotional material which is unique to their local market and customise the marketing message and price promotion.
The solution has grown to include direct mail, the ability to create bespoke menus, an intranet capability, a reporting interface and news updates. Tangent's latest version, to be released in late 2007, also contains full data management along with an email module to fully utilise the existing customer database.

The Result
Tangent's digital marketing solution is so popular with Greene King's local managers, that 90% use the system across the course of a year.