1. Developing a DAM Strategy
Sara Lichtenfeld
Visual Media Archivist
&
University of Maryland iSchool Student
MARAC, Bethlehem, PA
10.20.2011

4. Developing a DAM Strategy
 Reasons for developing a DAM strategy
 Assessing value
 Developing Components including –
1. File Management
2. Metadata
3. Workflow (delivery & asset management systems can be separate)
4. Policy/Licensing
5. Access
 Case Study: MarkeTng & CommunicaTons Office at the Smith School of
Business, University of Maryland

5. Why Develop a DAM Strategy?
 IdenTfies value of the digital assets
 Ensures the insTtuTon reaps the benefits from the efforts & costs
 Defines how the digital assets should be treated to maximize their use
 Enables you to explore all opTons and asses needs for the DAM

6. Assessing the Value of DAM’S and Digital Assets
Ways to asses value of the DAM and its digital assets –
 Assets are easily recreated
 The DAM is valuable as the financial cost, Tme & effort of creaTon

7. Developing a DAM Strategy
Components include ‐
File Management
 Management of files that contain the asset
 File naming can be intuiTve to complicated / systemaTc naming schemes
 Back up copies

8. Developing a DAM Strategy
Components include –
Metadata
 AdministraTve Metadata: the history of the asset and policies associated
with the digital asset
 DescripTve Metadata: the content and form of the digital asset for
search/retrieval
 Structural Metadata: internal structure and relaTonship of resources
facilitaTng navigaTon and presentaTon

9. Developing a DAM Strategy
Components include –
Workflow
 Workflow = life from acquisiTon/creaTon ‐> daily management ‐> delivery
 Batch capturing
 Important to ask quesTons
 Place the following in workflow order:
digitally capture artwork
apply watermark for copyright/legal protecTon
process and color correct
back up TIFF and JPEGs regularly

13. Developing a DAM Strategy
Components include –
Policy/Licensing
 ProtecTon
 Versions
 Policy

14. Developing a DAM Strategy
Components include ‐
Access
 Access levels
 RestricTon levels

15. Developing a DAM Strategy works