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Studies: Fleischmann's Yeast |
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Website
Redesign
Objective
To use the internet as a tool in building brand loyalty and sustaining
Fleischmann’s Yeast leading market position among mature and frequent
bakers as well as to encourage new bakers to try yeast-based recipes.
Strategy
Fleischmann’s Yeast was maintaining a website which had been online
for several years and featured sporadic updates that were limited to new
recipes. Delfino Marketing recommended a comprehensive redesign of the
website that would reflect the latest product positioning and creative
strategy. The graphics and style of the proposed website could then become
part of a fully integrated marketing communications program that would
support the theme currently being used in store displays, FSIs and print
and television advertising efforts. The agency redesigned the website
to be more functional as well as more user-friendly. More benefits and
advantages to regular website visitors would be added. The agency’s
overall plan includes opportunities for frequent updates, additions and
special features to give visitors reasons to return to the website again
and again.
Creative
Elements
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An
online baker’s club, called Bread Brigade America, includes the
following benefits for members: |
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Money-saving
electronic coupons |
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Baking
tips, interesting stories and informational features |
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Advance
access to new recipes |
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Monthly
sweepstakes awards including a monthly Grand Prize of a Cuisinart
Prep II Food Processor, a $400 value; Bread Brigade America members
are automatically enrolled |
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Monthly
online newsletter with new recipes tied to traditional holiday baking
periods as well as promoting baking with yeast throughout the year
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Monthly
e-mail that highlights new additions to the website and features
a unique baking idea |
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A
comprehensive Site Content Guide features main links on the website
allowing web users quick access to their destination. |
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A
recipe link with sublinks for a Recipe of the Month feature, separate
sections for conventional oven and bread machine users and a My Own
Recipe Box for frequent visitors to store favorite recipes. |
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Dedicated
links include: special recipes and instructions for kids; baking ideas
for gift giving; beginner’s hints and baking tips; a separate
version of the website for Canadian users in English and French Canadian;
and a Spanish language section. |
Results
The
transformation of the Fleischmann’s Yeast website from an informational
to a motivational form of communications supports the Company’s marketing
communications goal which seeks to encourage people who bake with yeast
to do so more frequently. Registration of Bread Brigade America members
is demonstrating consistent growth, electronic coupon redemptions are
increasing and the site is attracting many more hits compared to visits
accrued from the earlier version of the site. Today, breadworld.com is
among the top 20 websites most frequently accessed by recipe-seekers.
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