Opel

The question:

‘Create an online marketing portal for us that Opel dealers can use to create and order their marketing material online. Use of Opel’s corporate identity must be obligatory, but dealers should be at liberty to apply the corporate identity rules at their own discretion at the local level.

Furthermore, all parties must be able to access the same information, regardless of the time or place, and we wish to be able to measure the effectiveness of marketing and communication efforts.’

The answer:

Paragon developed a local marketing portal for Opel: LMP-online. Opel dealers in the Netherlands can now use LMP-online to compose their own local marketing and communication resources and post advertisements in various media. In addition, local activity is coordinated with national campaigns and budgets are monitored.

The entire marketing and communication process has been incorporated into a single system. However, with LMP-online Opel always retains central control.