Land O' Lakes

www.landolakesfoodservice.com

The Alchemedia Project joined forces with Land O'Lakes Foodservice in January 2007 to begin development on the relaunch of www.landolakesfoodservice.com. Since that time, new connectedness and insights from the target audience are driving a user-centric site design that will facilitate dialogue and value-added content for multiple customer segments loyal to the Land O'Lakes brand.

Key Components:

• Conducted user survey to refresh user understanding
• Established online brand standard guidelines
• Updated product and recipe databases
• Integrated with PROFILE^&trad to support timely data management
• Used DotNetNuke CMS platform to streamline content publishing
• Began monthly content development schedule for select products
• Activated marketplace visibility using Google AdWords, NRN.com, NRASmartBrief Newsletter, and a branded monthly e-newsletter entitled "Culinary Insights."

Results:

• 43,000 visitors in 2008; 79% were first time visitors
• 48% CTR with Google AdWords campaign
• Featured recipes delivered 72% of total campaign traffic from NRN.com
• NRA SmartBrief attracted a loyal culinary audience
• 61% opt-in for e-newsletter
• 26% opt-in for additional communications