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Miami Dade College Case Study

Irene G. Muñoz, Director, Marketing Communications

Ricardo Delgado, Senior Graphic Designer, Miami Dade College

Rene Ramos, Archivist, Miami Dade College

Centralizing and Distributing Rich Media Files for Marketing Communications,

Archives and Media Services

Miami Dade College

• Miami Dade College is a state-supported college with eight campuses and numerous outreach centers. We are the largest institution of higher education in the United States.

• Marketing Communications promotes institutional awareness by providing complete campaign development for academic programs and college events, utilizing print, broadcast and Web media.

• College Archives is a repository of documents, photographs and videos related to the history of Miami Dade College. 

Digital Asset Management Journey

Life Before DAM - RR

• File cabinets full of un-catalogued photos, contact sheets, CDs and publications, dating back 50 years.

• Decentralization with the arrival and benefits of digital cameras.

• No digital asset management system in place.

Digital Asset Management Journey

Challenges - RD

• The digital revolution brought with it the digital information age. Once our institution switched to a fully digital media, the challenge was how to organize and make all those assets (digital images and metadata) available to a consistently more time demanding schedule, spread out workforce, and exterior entities.

• Once Portfolio was introduced, the College’s decentralized and campus-based media services divisions were encouraged to upload their assets. The Marketing Communications division had to encourage “buy-in” and consensus.

• Technical challenges: bandwidth, actual technical implementation, learning curve

• Determining technical standards and naming conventions

• Training

Criteria used to select DAM solution – RD and RR• Extensis had worked previously

with clients of this scale.• Extensis offered the support we

needed.• MDC IT was familiar with the

technology on the back end, including working with databases and SQL servers.

• The scalability of this system made it a logical candidate because it would allow us grow at our own pace.

• The wide range of asset accessibility and distribution made it a clear winner over similar products.

Digital Asset Management Journey

EXTENSIS DIGITAL ASSET MANAGEMENT CUSTOMERS

ADVERTISING & MARKETINGAgency AltitudeCreative Media Development Case StudyDDBDesign Partners Incorporated (DPI)EURO RSCGJ. Walter ThompsonMedia ServiziMethodolgieWebcastPictocom, FrancePublicisSpeak MarketingTEQUILAYoung & Rubicam

ARCHITECTURE, CONSTRUCTION & REAL ESTATEGBD ArchitectsIrvine CompanyKraus-AndersonOlympic Associates CompanyRobert A.M Stern ArchitectsUrban Design Associates

BROADCAST & MEDIACartoon NetworkCeska TeleviseComcast Cable CommunicationsComedy CentralMartha Stewart Living OmnimediaMTV NetworksNBCPixar Animation StudiosThe Weather ChannelUnivisionViacomYahoo!

BUSINESS & FINANCIAL SERVICESAbbeyBloomberg L.P.FedEx CorporationCase StudyHenderson Global InvestmentsNorthwestern MutualSegal CompanyVisa International

EDUCATION & NON-PROFITAARPAgence Française du dévelopementChristian Aid Case StudyCity and Islington CollegeComic ReliefConsumer UnionDarmouth CollegeEdinburgh UniversityFashion Institute of Design & MerchandisingHarvard UniversityHuman Rights CampaignIthaca CollegeJohns Hopkins UniversityKarel de Grote Hogeschool VZWLoughborough UniversityMITNewcastle UniversityNew York UniversityOntario College of Art & DesignOregon State UniversityRice UniversityRochester Institute of TechnologyRoyal College of ArtCase StudySamford UniversitySeattle Housing AuthorityStanford UniversityUniversiteit Van AmsterdamUniversity College CorkUniversity of California in Los AngelesUniversity of California in San Diego, Jacobs School of EngineeringUniversity of California in San FranciscoUniversity of CambridgeUniversity of ChicagoUniversity of DenverUniversity of GlasglowUniversity of GreenwichUniversity of HoustonUniversity of Lausanne Case StudyUniversity of New HavenUniversity of PennsylvaniaUniversity of South FloridaWest Texas A&M UniversityWorld BankWebcastYale UniversityWebcast

GOVERNMENTBritish ArmyBureau of Land ManagementCanadian Defense MinistryCity of BrusselsCity of ChicagoConseil General de l'aisneConseil General des VosgesDefense Information SystemsDenali National ParkGeological Survey of SwedenGrand Teton National ParkHampshire County CouncilKennedy Space CenterLangley Air Force BaseLos Alamos LaboratoriesNational Oceanic and Atmospheric AdministrationNational Wildlife FederationSpecial Operations Command - SOCOMSupreme Court USThe Nature ConservancyUS Department of National DefenseUS Dept of the InteriorUS Fish & Wildlife ServiceUS Geological SurveyUS MarinesUS NavyWhite House Administrative Office

HEALTHCAREChildren's Hospital TrustCity of Hope Medical CenterDana Farber Cancer InstituteDarmouth-Hitchcock Medical CenterJohn Wayne Cancer InstituteLondon Ambulance ServiceMater HospitalOregon Health & Science University Case StudyShrinersTexas Scottish Rite Hospital

HERITAGE & CULTUREAmerican Museum of Natural HistoryCommonwealth War Graves CommissionImperial War MuseumJ. Paul Getty TrustNational Concert HallNational Gallery of Art, USNational Geographic SocietyNational History MuseumNational Museums of ScotlandPortland Art MuseumRoyal Botanic Gardens, KewSydney Opera HouseThe Corning Museum of GlassThe National Trust, UK

MANUFACTURING & ENGINEERINGAAI CorporationAutodeskBarco SystemsBoeing CorporationCessna Aircraft CompanyDell Computer CorporationFederal Premium AmmunitionGarminHain-CelestialHasbroJeld-wenOutdoor ResearchPolaroid CorporationUnileverVeluxWhirlpool

PRINTING & PUBLISHINGApgads Zvaigzne ABCBB PrintingCase StudyConsumer SourceESA GroupHallmark Cards, Inc.Koenig & Bauer AG (KBA)National JournalThe Seattle TimesWashingtonian Magazine

PROFESSIONAL PHOTOGRAPHYDouglas KeisterFaulkner Road, Mary Ellen MarkKevin AmesYann Arthus Bertrand

RETAIL & DISTRIBUTIONAlberto-Culver WorldwideBath & Body WorksBenettonBest BuyCartersCliniqueConairDirect Wines Ltd. Case StudyEDEKA Verlags GmbH, Germany Case StudyEstee LauderFat FaceFilene'sHome BaseJC PenneyJunk Food ApparelLIMITED BrandsLL BeanLoews CorporationLord & TaylorLuke Hughes & CompanyMarks and SpencerMilestone AV TechnologiesPaperchasePatagoniaPhillips Van HeusenREISally BeautyShiseidoThe Gap, Inc.The Tile ShopTom Ford InternationalVictoria's Secret

SCIENCE & TECHNOLOGYAGIP, HollandBritish Nuclear FuelsConergy AGGE EnergyIntermecKennedy Space CenterLockheed MartinOmnova SolutionsUniversity of Lausanne Case StudyWyeth- Ayerst Pharmaceuticals

SPORTS & ENTERTAINMENTArizona DiamondBacksBaltimore RavensCedar FairChicago CubsChicago White SoxCleveland BrownsCleveland IndiansHonda Formula 1 RacingMajor League BaseballMilwaukie BrewersMinnesota TwinsNational Football LeaguePGA TourPittsburgh PiratesPokerStarsSan Diego PadresSan Francisco GiantsSt. Louis CardinalsTexas Rangers

TRAVEL, TRANSPORTATION & TOURISMExclusive ResortsFirst Choice HolidaysLas Vegas Convention & Visitors AuthorityNorwegian Cruise LinePrincess CruisesVail Resorts CreativeVisit WalesWyoming Travel & TourismYouth Hostels Association

Chronology of implementation:

• Research on an organizational unit level (Marketing Communications).

• Meeting with CIO and other administrators to discuss feasibility and approval.

• Program purchase and subsequent meetings with IT.

Portfolio Server Implementation

• Determine image guidelines including file names, formats, resolution, etc

• First training sessions with artists, photographers, archives and media services (AV, etc.) personnel; trouble-shooting; and assign licenses as needed.

• Engineering and technical support from Extensis throughout process as usage increased. Dedicated MDC IT professionals supporting and moving process along.

• Branding the Image Bank and Archives (templates); Netpublish.

• Further training as users are added.

Portfolio Server Implementation

MDC Portfolio Architecture

• Analog assets (photos, negatives, documents) are digitized

• Basic metadata is assigned (via EXIF or other fields)

• Bulk import of digitized assets to Portfolio, with metadata mapped to custom fields

• Additional “tweaking” of metadata as needed

MDC Portfolio Workflow

META

DATA

• Time saver – assets are readily available.• Money saver – reduces duplication of efforts.• Integral to college image and branding –

important assets are always available, including images of VIPs that are used for media relations and publications.

• Internal asset sharing is easy. • Allows for centralization of images in our

multicampus system.• Smart galleries allow us to immediately locate

frequently requested assets (buildings, college president, etc.)

• External asset sharing is extremely fast and simple.

Results–Successes

•Facilitates access to important historical assets

•Foundation of our digital preservation strategy

•Enables metadata creation and management

Results–Successes Cont.

Incorporate video

Next Steps – The Journey Continues

Evangelize to a wider audience, including

campus librarians and faculty.

Make more use of product and database

integration

Add resources, including someone to assist in

cataloguing and ensuring metadata follows college

standards