Enter Canto: A Centerpiece for Destination Marketing
Downtown Boston BID uses Canto to centralize their incredibly diverse image library, which includes thousands of photos of the cityscape, people and events. These images are also used for various purposes within and outside the organization: promoting events, planning urban improvement and beautification, local and nationwide advertising, press coverage, selling real estate in the BID, social media and more.
Keeping the asset library organized and making it easy for team members to quickly find what they’re looking for has streamlined the organization’s marketing efforts.
“Canto is the centerpiece of a lot of what we do. Not a day goes by when we don’t use it in some form,” said George.
Getting Set Up and Organized
The introduction of Canto instilled a new sense of discipline into how the organization manages their marketing photos, shedded the clutter of any assets that weren’t useful. George selected and migrated only the photos that he knew would be valuable from the server into Canto.
To stay organized in Canto, George set up an initial set of 20-25 keywords for the organization and uses tags gratuitously. This helps team members find what they need later on via a quick search or filter.
Canto has made it extremely easy to not only find assets, but also to share them with people inside and outside the organization. That way, teams can work together seamlessly, focusing on collaborating rather than looking for and requesting assets.
For example, George works closely with the district’s planner, whose job it is to beautify the city and make it more accessible to bicyclists and pedestrians. She will often request specific imagery to use in presentations, whether it’s photographs of spring flowers, bike racks or even trash cans.
“When the planner needs certain images, I can quickly put together a collection link in Canto. We capture the end results of her work in Canto as well, since it’s all very visual,” said George.
Externally, the marketing team uses Canto to share imagery for advertising campaigns, press, realtors, and more. Imagery stored in Canto has made its way into local publications such as Boston Magazine or The Boston Globe and nationwide ad campaigns – all by sharing a simple link.
The marketing team also collaborates more efficiently and in real time when they work with external agencies. They work with two design firms, which have seats in Canto and access the platform frequently to search for and download the images they need. George creates specific folders of content to share with the agencies.
“I can talk to them on the phone and say, ‘Pull up image number 56,’ and we can discuss it right then and there. I love the flexibility of Canto being cloud-based,” said George.
In addition, the nonprofit uses Canto’s style guide feature to make their brand guidelines and logos readily available to agencies, press and internal team members. Gone are the days of sending bulky email attachments of multiple logo configurations and file types!