Overview
A trusted name in early childhood development, Fisher-Price is the most widely recognised brand of infant and preschool toys in the industry. Since it’s founding in 1930, Fisher-Price has earned a reputation for designing and producing high-quality toys that provide developmental benefits (and plenty of fun!) for children from birth to age five.
Brief
Our brief was to establish Fisher-Price as the experts in play and child development through play and to capture target audience data to support and underpin all offline promotional activity.
To manage and ensure user relevance of a large quantity of information - For instance, show the consumer the relevant product/advice at the right time on the site.
Maximise reach to as many mums with children from 0-5 years and develop a knowledgeable, reciprocal long-term relationship with mums to encourage revisits.
Drive traffic from online third parties to the site, convert first time visitors to subscribe to e-mail, to build list and encourage click-throughs from outbound e-mail to the web site.
Achieve repeat visits as pregnancy and child develops – maximize the number of active mums on the list and minimise dormancy.
The Solution
Market and Competitor analysis was undertaken during the initial stages to establish if there was room in a highly competitive online market for a purely ‘play’ orientated site. Understanding customer journeys was crucial creating a customer-centric solution.
Different audiences with different entry points were considered at early planning stages to ensure effective site structure and informational organisation. Every stage of the site from message and design through to registration and email considered the sites support and integration with all marketing activity ensuring that core objectives were met. Automated emails (child development related newsletters) are sent out to all members based on the information provided at registration with specific campaign emails including toy offers sent out on an add hoc basis in line with wider Fisher-Price promotions.
A secure off-shoot website called Play Laugh Grow Professional was devised and built to supply learning tools and information to member users such as nursery school professionals.
Search is deployed to optimise the site for natural search listings with plans for PPC on more competitive terms down the line. Regular site maintenance ensures that this client content managed site remains competitive in the search rankings. Metrics – continuous tracking and reporting to measure and deliver site outcomes underpins the success of the site with monthly analysis resulting in ongoing site enhancement.
Functionality
The Ripesite CMS was a crucial inclusion to ensure that not only articles but also rapidly changing content such as news stories and member participation are managed and updated regularly by Fisher-Prices’ own internal staff. Personalisation is used to build member relations and encourage log-in. Members are greeted with their own homepage detailing their child’s development stages.
Forum/members’ comments functionality acts as a strong incentive for sign-up allowing members to post feedback on articles and teaching resources enhancing the feeling of community and member-to-member interaction. Member participation is further enhanced as site editors can post ‘star comments’. Articles, activity guides and toys are assigned to a relational link to ensure that the visitor’s journey is smooth and they are presented with a tailored journey relevant to their precise journey.
Leeds
1200 Century Way,
Thorpe Business Park
Colton
Leeds
LS15 8ZA
United Kingdom
Phone: +44 (0) 113 2515166
email: info@ripe.co.uk