Fireclay Tile’s marketing team saves 600 hours a quarter with Asana

Fireclay Tile marketitng
  • Fireclay Tile logo
  • Location
    • Northern California
  • Number of employees
    • 160+ employees
  • Asana usage
    • Company wide

ROI

  • Have increased brand awareness by 4X since moving their marketing processes into Asana
  • Execute 2X more marketing activities by planning and executing work in Asana
  • Save an estimated 50 hours per week on emails and in meetings
  • Cut campaign planning time by 50%

When you see eye-catching tile in commercial spaces like Whole Foods, WeWork, and boutique hotels or beautiful offices like Google’s, chances are it’s the work of Fireclay Tile. Beloved by commercial and residential interior designers and enthusiasts alike, Fireclay Tile has been a leading tile vendor in the industry since 1986. They make any space memorable, and the marketing team is responsible for building and sustaining their reputation.

Jamie Chappell leads Fireclay Tile’s marketing team as its Creative Director, where she is responsible for everything related to the brand—messaging, campaigns, merchandising, packaging, and collaborations with leading designers. While the marketing team is lean at Fireclay, they have ambitious engagement and web traffic metrics. To hit their goals, marketing must operate like a well-oiled machine. When Jamie joined Fireclay in 2013, however, the team was struggling to scale and execute their marketing programs because:

  • Information was siloed in email and spreadsheets, making it difficult to collaborate with cross-functional teams and external partners.
  • People spent too much time answering emails or attending inefficient meetings and not enough on execution.
  • Work frequently fell through the cracks, resulting in missed deadlines and delayed campaigns.
  • Marketing processes weren’t standardized so the team had to start every new campaign from scratch, which slowed them down.

Additionally, Jamie struggled to provide company leadership with real-time insights into campaign development. She knew the team needed a solution to centralize, standardize, and manage all of their work—from strategic planning to team meetings—so they could deliver campaigns that kept Fireclay Tile at the forefront of the interior design industry.

“Since moving all of our marketing processes into Asana, we’re able to execute 2X as many programs and campaigns because we’re operating more efficiently. ”- Jamie Chappell, Creative Director

Finding the right solution to break down silos and scale

As Jamie evaluated work management solutions, she knew the team needed one that was powerful enough to standardize operations across the team, but flexible enough to support their different workflows. Asana met their business needs while also being intuitive enough to drive company-wide adoption.

To ensure a successful rollout of Asana, Jaime used a standard product launch as a project example to train the team on how to use Asana. Since everyone was familiar with how chaotic and messy launches could be, Jamie showed the team how they could use Asana to organize their entire plan so that every step, responsibility, and deadline would be clear and all relevant files could be accessible from one place. By showing the team the impact Asana would have on their work, Jamie not only got buy-in, but enthusiasm for the new tool.

From strategy to execution: managing everything in Asana

Over the past four years, Asana has become the marketing team’s system of record, where they manage everything from strategic planning to email newsletter production. Once their strategy is set for the year, it gets translated into a master marketing calendar in Asana. Marketing initiatives such as major campaigns, product launches, and partnerships are then built out in projects using templates the team created to standardize all their processes.

“With Asana, we’ve been able to save our team an estimated 50 hours per week that used to be spent answering emails and attending check-in meetings. Now they spend that time focusing on creating powerful marketing campaigns.” - Jamie Chappell, Creative Director

With Asana, the marketing team is now able to:

  • Collaborate more effectively, present new ideas, and share feedback with the team as well as cross-functional partners because everyone can access all work, communication, and files in one place.
  • Prioritize the right work because they have clear timelines and can see how it contributes to their strategy and departmental goals.
  • Quickly and easily report on the status and progress of their marketing activities to leadership in real time without manually gathering the information.
  • Optimize their processes and project plans with standardized templates to increase efficiency and improve the impact of their marketing activities.

“Once we standardized and templatized our marketing processes, our team was able to focus on creating powerful campaigns and I was able to take myself out of the execution phase because I knew I could see how work was progressing whenever I needed.” - Eric Edelson, CEO

After seeing the positive impact using Asana had on the marketing team, other departments at Fireclay Tile were eager to adapt it to their workflows as well. Now the whole company is using Asana to manage every aspect of the business to drive scale and efficiency.

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Marketing Campaign

Marketing Campaign

Product Launch

Product Launch

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Mission to the Moon

Mission to the Moon

Organize your work

Set clear tasks and milestones to give your team clarity on what needs to be done.

Organize your work

Help your team hit their deadlines

Let each marketer know exactly what work they’re responsible for with clear assignees and due dates.

Help your team hit their deadlines

Hit your deadline

Map out your campaign plan to visualize how all the pieces fit together, spot potential issues, and keep work on track.

Hit your deadline

Have actionable conversations

Ask questions or give updates with the work that’s being done, so conversations turn into actions.

Have actionable conversations

Attach files to your work

Tie shared docs, design files, and budget spreadsheets together so your team isn’t searching for info.

Attach files to your work

View work at a glance

Look at work on a calendar to keep an eye on timing and rally around important dates

View work at a glance

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Keep up to date on project progress and quickly spot when things are off track.

Track your progress

Work on the go

Whether you’re meeting with a vendor, at a conference, or out of office, stay connected with Asana for mobile.

Work on the go

Run successful programs, every time

Asana helps marketing teams plan, manage, track, and launch initiatives that engage their audience.

Run successful programs, every time

Map out each step

Map out critical steps—from development to launch—so everyone has clarity on the roadmap.

Map out each step

Know who’s got the ball

Give clear owners and due dates for each piece of the launch, so you can release on time.

Know who’s got the ball

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Launch on time

Keep everyone up-to-date

Make sure important updates and conversations don’t get buried in email threads by connecting them to your work.

Keep everyone up-to-date

Store work in one place

Attach files to your project, so everyone knows where to find the correct info.

Store work in one place

Track dates and milestones

Keep an eye on important dates by viewing launch plans on a calendar.

Track dates and milestones

See what’s on track, and what isn’t

See how work is progressing to make sure you’re on track to hit your deadlines and goals.

See what’s on track, and what isn’t

Stay connected, wherever you are

Stay up to date on how your launch is progressing no matter where you are with Asana for mobile.

Stay connected, wherever you are

Ready, set, launch!

Asana helps product teams hit deadlines—so they can launch great products.

Ready, set, launch!

Map out priorities

Create tasks for each goal so everyone has visibility into company-wide objectives.

Map out priorities

Determine the right point person

Assign each goal to the appropriate person, so everyone knows who’s responsible, and who to go to with questions.

Determine the right point person

Make a plan to hit your goals

See how each milestone ladders up to your goals so you can feel confident you’ll hit your targets.

Make a plan to hit your goals

Share info and give updates

Keep stakeholders up to date on the latest info and progress, with updates and comments tied directly to your goals.

Share info and give updates

Attach important files

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Attach important files

Keep an eye on important dates

Look at your initiative deadlines and milestones on a calendar to make sure you’ve nailed the timing.

Keep an eye on important dates

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Hit your goals

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Get ready for the mission

Know who’s in charge

Assign clear owners for each task, so your pilot, commander, and flight engineer know what they need to do.

Know who’s in charge

Map out each step

Create a launch plan so you can chart your course from start to finish, share it with your team, and modify it as conditions change.

Map out each step

Make sure all systems are a go

Ask important questions, have conversations, and give status updates to get your crew ready for launch day.

Make sure all systems are a go

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Tie it all together

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Keep your eye on the prize

Track your progress

See what’s on track, and what isn’t, so you can be sure you’re ready for launch day.

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3, 2, 1… blastoff!

With Asana, your crew can shoot for the moon, and get there. All it takes is one small step…

3, 2, 1… blastoff!