Flair Interactive

Challenge:

Zebra Technologies, a mid-sized manufacturer of high-quality barcode printers and supplies, serves a wide range of industries through its international distributor network. The public web site, which serves to educate buyers and consumers and assists them in locating a reseller for purchasing, was outdated. Making frequent changes to the site involved inefficient manual processes and much of the desired functionality was not compatible with the existing platform. Zebra needed to redesign the site, implement additional functionality and a content management system (CMS) to make site maintenance more efficient, and prepare the site for localization and translation into other languages. This enterprise-wide project spanned all departments and regions across the company over the course of 15 months.

Solution:

Flair worked closely with Zebra stakeholders to gather site requirements, then developed a content strategy and content migration plan. Many of the functional requirements made former processes obsolete, so Flair's information architects developed process flows and page views to support the implementation of the new functionality and serve as a foundation for the site design. Flair's content strategists assisted in the implementation of the CMS, including taxonomy development, content input and management, training, copywriting and editing content for the new site. The Flair team also provided overall project management for the user experience facet of the redesign, working hand-in-hand with the technical project manager who was overseeing another agency.

Results:

The new site launched with great success, on time and on budget. Flair continued to work closely with the Zebra team on ongoing content, IA and development projects, including microsites, marketing campaigns, newsletters, ongoing enhancements, troubleshooting and more.

Challenge:

Forecast5 Analytics users could not find ebooks, white papers, workshops, events and webinars quickly and had to search through a long list to find what they needed. This resulted in high bounce rates and few conversions. 

Solution:

Forecast5 asked Flair to add multiple dropdowns throughout the Learning Resources section so users could search by state, topic or industry. This required customization of a HubSpot template and strategic planning regarding how to utilize HubSpot's existing functionality to accomplish their goals. (NOTE: This functionality was developed several years ago and required complex planning and coding to utilize HubSpot's backend coding, blogging tool and tags to create the dropdowns. We are in the process of planning a revamp of these pages using HubSpot's new relational database, HubDB.)

Results:

Forecast5's site visitors can now quickly and easily find what they need, resulting in lower bounce rates, longer sessions and higher conversions.  

Challenge:

Cadre's web site was experiencing a drop in traffic, ranking decreases and a wide variety of SEO issues. Its SEO score was in the 

Solution:

Flair Interactive conducted an initial SEO audit and analysis, keyword research and a competitive analysis to identify Cadre's baseline metrics, opportunities for improvement and specific SEO issues that were impacting its rankings and organic search results. We spent around 9 months tackling the most significant SEO issues, including issues with code, metadata, specific WordPress plugins that affected speed and performance, on-page issues, URLs, CSS/JS issues and more.

Results: 

Cadre has seen a consistent SEO score of more than 93% for the past 8 months. This has resulted in higher rankings for specific keywords, more high-quality traffic (users, pageviews and sessions), more engaged users (bounce rates, average time on page and pages per session) and more leads (form submissions, downloads and calls).

Challenge:

Our client, Freestyle Solutions, had an old, outdated web site that wasn't attracting any traffic, leads or conversions. Even worse, the site was plagued with performance and technical issues that were actually harming the company's reputation and search rankings. The small number of visitors they were getting were turned off by technical and usability issues that didn't position Freestyle as a leader in its industry.

Solution:

Flair Interactive was brought on board to identify and resolve SEO, usability and digital marketing issues. We identified and eliminated marketing tactics and expenses that weren't offering a high ROI, implemented an inbound marketing program, created high-value content (such as helpful blog posts, checklists and an interactive lead gen quiz) and formalized their digital marketing efforts following our proven systems and processes. We also avoided the time and expense of a major web site redesign, but completed a shorter and faster web site refresh project that involved swapping out the WordPress theme and optimizing specific areas of the site.

Results:

Freestyle saw a 2,097.87% increase in week-over-week traffic the first week after the site refresh, a 41.69% increase in traffic year-over-year after our ongoing SEO efforts and a 39% increase in qualified leads year-over-year. These updates allowed Freestyle to increase its rankings and more directly compete with -- and in some cases, even overtake -- others in the industry. 

Flair also helped Freestyle decrease its marketing technology costs from over $1,200 per month to less than $300/month by migrating from Pardot to Active Campaign for email marketing, and managed the integration of Active Campaign with Auto Task via Zapier. These changes resulted in substantial cost savings that directly affected Freestyle's bottom line.

Challenge:

One of Flair's clients, Schaul's Signature Gourmet Foods, asked us to design and implement a web site for its catering customers. The site needed to be modern, responsive and utilize inviting, high-quality food images.

Solution:

Flair designed a responsive, mobile-friendly web site that included colorful and inviting images to draw users in and keep them engaged. It is easy to maintain in WordPress and renders well on all devices without performance issues. Flair also handles hosting and premium monitoring for the site, so we can proactively identify and resolve technical, SEO, performance or security issues that arise.

Results:

The new site allows prospects to view menus, find seasonal menus and specials, and contact Schaul's to place a catering order. The elegant imagery conveys the special touches that Schaul's utilizes to create beautiful, memorable food for corporate or personal events.

Challenge:

McDonald's, a global leader in franchise restaurants, operates in more than 60 countries around the world. Restaurants are owned by owner-operators and franchisees with access to many of McDonald's global resources and departments, including Marketing, Restaurant Operations, Real Estate Development, Quality, Legal and Training, Learning and Development.

McDonald's struggled with developing an intranet that would serve all of its groups and needs, because the network of owner-operators is so vast and the information is so dense and globally distributed. An intranet redesign was needed, including the implementation of a content management system (CMS) to aid in maintenance efficiency and to ensure consistency across sites. Considerations such as multiple language options, connection speed within other countries, personalization and customized information made the redesign of their intranet a complex challenge.

Solution:

Managing director Lisa Kirschner and Stephanie Bach worked closely with stakeholders across every department within the corporate headquarters to identify requirements and understand existing content and systems. We also developed a taxonomy, created a content migration plan, defined the new site's structure and functionality using UX best practices, and completed training and instruction for a huge group of global content managers who would be using the new CMS to maintain content on a daily basis.

The AccessMCD portal launched in multiple phases over time and is still live. McDonald's now enjoys a truly global intranet and has saved thousands of dollars in site maintenance and training costs.

Results:

IT, Marketing and content stakeholders are able to plan and manage their content more easily and efficiently due to an improved CMS, well-defined processes and improved training materials. In addition, members of the IT department have a better understanding of content strategy and UX best practices and can incorporate those into other projects.