Case Studies

One of Rockfish's clients, Corner Bakery Cafe, was looking to relaunch its website with content at its heart, and Rockfish was selected to be the agency to relaunch the site. Rockfish needed to find the right CMS to address the needs of its client.
By - Posted Apr 14, 2014
The e-reading space is a hot one, and when your company is competing with the likes of giants such as Apple and Amazon, it's imperative that you stay on the cutting edge. Kobo's chief content officer Michael Tamblyn says his company needed a "best-in-class" digital magazine retail and conversion experience. "We needed something that could compete with, and even be better than, the offerings that were out from Apple and from Amazon," he adds.
By - Posted Mar 17, 2014
In targeting ads that would engage readers and drive revenues for its thousands of advertisers, BlogHer already uses traditional keywords and key values such as age, geography, and time of day. But in an industry in which there is constant pressure on ad prices, and growing expectations by readers that they will be served contextually relevant content, BlogHer wanted to achieve higher precision for keyword and key value targeting in a way that was scalable.
By - November 2013 Issue, Posted Nov 06, 2013
In order to support its mission to provide free hosting, 4shared sells advertising, allowing companies to capitalize on 4shared's roughly 132 million visitors per month. However, running a variety of dynamic advertising campaigns was proving to be a problem. Dealing directly with advertisers as well as with ad servers was too labor-intensive, and the company needed a better solution.
By - October 2013 Issue, Posted Oct 09, 2013
The library at Olin College serves as an integral part of students' education by helping them to achieve critical research and information literacy competency, adhering to standards set forth by various academic associations. Olin's library wanted a different method of teaching these skills, one that coincided with the college's unique teaching approach of classroom experiences blended with digital exercises and tools. This original method was designed using a Microsoft Word document, a PDF, and a course libguide. These proved awkward for students to use, and the Olin team members realized they needed something more streamlined for more effective learning.
By - September 2013 Issue, Posted Sep 16, 2013
With the launch of the iPad in 2010, the leaders at Design Central knew that the world of digital publishing was on the verge of a major technological revolution. Before long, both its internal and external clients would expect to use tablets and other emerging digital publishing platforms to the full extent of their capabilities. This meant interactivity, ease of publishing, integration into smartphone apps, and more. The folks at Design Central understood the task in front of them and wanted to choose the right suite of digital publishing tools to integrate into their production process.
By - July/August 2013 Issue, Posted Aug 12, 2013
Kalooga, with clients all over the globe, was looking for a content delivery network that would provide it with some flexibility and not lock the company into an expensive, long-term contract. "We did contact several big CDNs," explains Bram Noordzij, one of Kalooga's developers. "And they basically said, ‘You have to take on contracts for one or two years; and we would have to commit, and we have to pay at least this amount of money. For us, since we work with many publishers, we needed flexibility."
By - Posted Jul 08, 2013
Citrix's marketing team had outgrown its old web platform. For about 7 years, all Citrix product websites followed rigid templates. Building any customization beyond text and images could take weeks to process as the marketing team sent requests to the development team, who would then hand code the changes. The arrangement rendered last-minute alterations difficult or impossible and sometimes resulted in product launch delays. As the web has grown more rich, fast-paced, and socially focused, Citrix's marketing team needed a more agile and flexible website-building tool.
By - Posted Jun 12, 2013
With no traditional sales department, Atlassian's primary marketing and sales tool is its website, Atlassian.com. As its array of products grew, the company's sales and marketing needs broadened, meaning it needed to easily add new content to its site. The process for adding new, dynamic web content via thousands of JavaServer Pages (JSP) was not efficient enough to keep pace with the demands of a growing business operating in an international, global market. Atlassian knew it needed to streamline the process quickly.
By - Posted May 27, 2013
BillyFish had just set out to create the ebook version of its flagship book, a story of the first human-powered circumnavigation of the globe, which came out Aug. 1, 2012, in print. Without the ebook version, the company faced losing revenue in the expanding digital market, which includes, says Stevens, "a surprisingly broad demographic including seniors and people traveling on vacation." With this travel and adventure book, missing the August vacation traveler on his e-reader would be a critical mistake. However, as the print date approached, the vendor chosen for the task of producing the ebook showed signs of distress. Once the people at BillyFish Books found the problem, they were concerned they might miss their publication deadline.
By - April 2013 Issue, Posted Apr 15, 2013
As with many software providers, WhatsUpGold has an active userbase that has a lot of questions. And like those other companies, WhatsUpGold often deals with this base of users through social media, such as Twitter and user message boards. However, WhatsUpGold's user forums were not quite up to snuff, and the company found itself looking for a new solution.
By - March 2013 Issue, Posted Mar 27, 2013
As mobile devices proliferated, NBC ND found itself faced with a problem that is familiar to digital publishers across the spectrum. The content management and video delivery solutions those publishers had relied on were not up to the task of delivering and monetizing content across a variety of devices and platforms in a simple, streamlined way. With these new considerations in mind, NBC ND went in search of a new video delivery and monetization solution.
By - January/February 2013 Issue, Posted Feb 04, 2013
In 2007, Wiley acquired Blackwell Publishing, growing its Scientific, Technical, Medical, and Scholarly (STMS) content to more than 1,500 journals, 9,000-plus books, reference works, and databases offered in print and electronically. This content is invaluable to the world's research and scholarly communities, and granting permission for reuse of this information posed a great challenge for Wiley's rights and permissions team. Following the merger, Wiley was suddenly receiving hundreds of permissions requests each day, with no efficient way to provide prompt turnaround. Its former manual email-based procedure would not suffice, and Blackwell's semi-automated method was also not satisfactory. Customers and employees alike were frustrated, and Wiley knew that it needed a solution that would please everyone and streamline the process.
By - November 2012 Issue, Posted Nov 07, 2012
These days, having a good digital strategy has become a business staple for successful publishers. Hearst Magazines has not shied away from this challenge, making it a priority to keep up with its technology-driven readership by creating both websites and mobile sites for its brands and their content. But even with all of its efforts, Hearst realized it needed to find a publishing solution that would not only provide a more efficient way to publish content to multiple venues, but would also streamline its workflow process.
By - October 2012 Issue, Posted Oct 03, 2012
With more and more information going online, AMR has not had as much of a need to stockpile physical copies of sports publications, such as team yearbooks, as it had in the past. "We have gone more to online yearbooks and media guides, where before we used to print all those out, but print has kind of gone away a little bit," says W. Brandon Kolditz, assistant media relations director/publications coordinator for Memphis AMR. As a result, the department wanted to find a way to save money on printing costs while still having enough printed team yearbooks on hand for anyone wanting one.
By - September 2012 Issue, Posted Sep 12, 2012
In a world of constantly shifting consumer demand and increased market competition, publishers of all kinds, no matter their field of expertise, need a little help in understanding how they can stay ahead of their competitors and increase their revenue, and perhaps most importantly, what their customers are looking to get from their brand. Academic publisher, SAGE, recognized this need. That's why in 2011, it decided to cut out the guesswork of consumer targeting and, instead, get a handle on its customer data by implementing a customer insights program.
By - July/August 2012 Issue, Posted Jul 16, 2012
With more than 6,500 employees, a number of locations, and a broad mandate, managers at Dartmouth-Hitchcock health care system are responsible for a steady and diverse stream of projects at any given time. Dartmouth-Hitchcock's interim director of content and publications, communications and marketing, Ryan Newswanger, supervises a wide range of short and long-term web projects at any given time. His team was using a content management system and basic project management software to keep track of the team's activities, but was struggling to keep projects on track and on time. Newswanger felt his team constantly risked missing deadlines. He decided that deeper insights were needed into the entire scope of the projects he managed in order to better meet deadlines, but also to set realistic goals and project requirements.
By - Posted Jul 13, 2012
As Cooking.com acquired more and more properties, it became more and more difficult to manage its email marketing and to deploy as many emails as it needed to in an efficient manner. Emails were sent using an in-house email system that was just not scalable to the growth of the company. "There was the need [for] an enterprise email system that could handle not only the volume, but also the multiple organizations," says Matt Bunn, director of email marketing for Cooking.com.
By - June 2012 Issue, Posted Jun 08, 2012
The Martha Stewart Show needed to prepare for an upcoming fall season and wished to reengage viewers lost during the summer season reruns. So, The Martha Stewart Show turned to Facebook to reach out to its existing fans. In addition to reinvigorating and expanding the fan base, it sought to expand its mailing lists to promote the show as well as cross-promote its other diverse offerings. However, the company felt it needed more social marketing expertise and started looking outside of its offices for help.
By - May 2012 Issue, Posted May 09, 2012
Despite the site's success, Destructoid needed to find a way to get revenue and get it fast, since it normally takes advertisers -- its primary source of income -- weeks to pay bills. Gonzalez had no luck when he turned to the banks. "When I walk into a bank and say, 'I need a small-business loan,' they say to me, 'Well you don't have a house, you don't have a car; you have this video game thing on the internet that we don't understand. You're not worth anything -- I'd rather give a loan to a guy with a food truck than your company.'"
By - April 2012 Issue, Posted Apr 11, 2012
The ASA has been around for more than 100 years and publishes several different peer-reviewed journals as well as books, which means that its library is quite substantial. In order to give its members access to this plethora of information online, the library had been hosted by a third-party vendor. Unfortunately, this made it difficult to manage the content the way the ASA wanted within the vendor's capabilities while staying within the organization's budget. It needed a cost-effective way to house, manage, and control all of this content to fulfill the growing and evolving needs of its members, which included web and mobile access to information in the field.
March 2012 Issue, Posted Mar 23, 2012
At a state level, new bills and amendments are introduced every day. LegiNation founder and president, Karen Suhaka, knew that gathering these files (there were 140,000 in 2011 alone) from all 50 states into one database would take a lot of work, and that was only half the battle. Once the bills were collected, she then needed to summarize, classify, and create keywords for each document, and began looking for an outside vendor to help her complete the process.
By - Posted Feb 29, 2012
Though best known for its rigorous educational material intended for college bound kids, William H. Sadlier decided that in early 2011, it wanted to expand its repertoire, and target struggling middle school students and English language learners as well. Working with educational experts, Sadlier settled on creating a vocabulary program that used audio and video to not only engage students, but provide an alternative teaching strategy for educators.
By - Posted Jan 20, 2012
For MLBAM, being in charge of MLB.com and the league's 30 team sites means managing a lot of digital content. Whether it is baseball season or the off season, MLB fans are always hungry for everything from statistics to video highlights, and it is MLBAM's job to keep them satiated with fresh content. When MLBAM realized that it was wasting too much time with traditional methods of logging and publishing all the different kinds of baseball related information, Rob Boysko, manager of multimedia publishing at MLB, started looking for a solution to simplify the process and cut down on content headaches.
By - Posted Dec 28, 2011
Despite always having a strong consumer following, in 2009, Kirkland's found that the traditional marketing techniques it had always relied on to engage customers were no longer producing the same positive results they once were. Instead of sinking more money into mail flyers and promotional postcards, Kirkland's decided on a new approach, jumping into the social media and e-marketing sphere with hopes of attracting new shoppers, boosting sales, and further strengthening their relationship with their existing customer base.
By - Posted Nov 18, 2011
Thomson Reuters needed to find a way to streamline its data monitoring and collection processes so that they could increase productivity and improve the quality of the data that they brought in. Content operation groups within the organization had been searching hundreds of websites manually, an ad hoc and unmanaged routine that didn't easily allow the sharing of best practices between the groups. Not only was it time-consuming, but it also posed a risk of coming up with inaccurate and incomplete data.
By - November 2011 Issue, Posted Nov 04, 2011
As the journalism industry continues to face declining readership, newspapers such as the St. Petersburg Times are relying on websites to engage readers. While Tampabay.com has been up and running for years, it had never really taken advantage of Search Engine Optimization (SEO) to grow its traffic. When it decided to start taking baby steps with SEO, link building, and social networking, Tampabay.com had some early successes, but it quickly realized that in order to reach its full potential, it would have to develop a much more organized and holistic SEO approach.
By - Posted Oct 21, 2011
As a website known particularly for its classified listings, original editorial content had always been put on the back burner for AutoTrader.com. Scott Markle, now the website's senior manager of content strategy, asked for a chance to see what could be done with editorial content in early 2009 and has been working on it ever since that summer. In order to work toward publishing more original editorial content, AutoTrader.com needed to find a CMS that could handle its high traffic as well as simplify its complicated initial model.
By - October 2011 Issue, Posted Oct 07, 2011
With 165 million viewers, MBC is constantly striving to provide its audience with the highest quality content and best user experience possible. When MBC found that its content management system (CMS), Vignette, which was acquired by Open Text in 2009, was no longer reliable or scalable enough to handle its media demands, it started looking for a replacement; one that would not only support the group's extensive current requirements, but plans for future improvements.
Posted Sep 16, 2011
Permitting for water rights is a complicated process that includes legal and scientific information, including details that describe locations, quantities, and limitations. The process can be time-consuming and confusing with standard and varying elements; every water rights situation is unique with specific characteristics but standard legal language. This leaves a great margin for error. Any error could lead to water rights disputes or, worse, lengthy legal action to resolve the situation.
By - September 2011 Issue, Posted Sep 02, 2011
Tablet devices have become increasingly popular with both adults and children, with about 15 million iPads sold in 2010 and Kindle being Amazon.com, Inc.'s top-selling product. When ebooks began to boom and etextbooks hit the market, HMH didn't want to get left behind its competitors. In May 2010, HMH began to conceptualize its first etextbook project. It needed to figure out a way to appropriately and effectively present traditional paperback textbooks in digital app form so that they would engage users.
By - July/August 2011 Issue, Posted Aug 26, 2011
Founded in 1873, the Cincinnati Zoo & Botanical Garden is one of the oldest zoos in the United States and a National Historic Landmark. When the Cincinnati Zoo & Botanical Garden became aware of a shift in its attendance patterns, it knew it had to gather and analyze data on these changing trends in order to be able to adjust its strategies to be prepared for the future. Zoo staff examined a variety of different software suites and packages before choosing IBM and its Cognos business intelligence platform.
By - Posted Jun 21, 2011
eTeacher's thousands of students come from more than 100 countries worldwide, with many different native tongues. Because of this, each school's site also needs to be translated into multiple languages, including English, Spanish, French, Russian, and German, in order to effectively function for its target audiences. This has resulted in eTeacher essentially maintaining nearly 20 websites worth of content.
By - June 2011 Issue, Posted Jun 28, 2011
As a global law firm, Orrick had documents in repositories around the world. If someone at the firm needed to access the information in one of these repositories, he would need to search each one separately until he found the document he was looking for, taking up valuable time and resources. "The document repositories are not really user friendly," says Mark Salamon, senior knowledge analyst at Orrick. "So one of the main things we wanted to accomplish was being able to search all that content at once, and also being able to search it more easily."
By - May 2011 Issue, Posted May 05, 2011
By 2008, Brooklyn Law School was working with a website that was about 8 years old and served the school's internal and external audiences. The outdated site was becoming insufficient as high volumes of prospective students turned to the internet for information on colleges and universities. The school found that many users had to click up to seven times on links from the homepage to find what they were looking for. There was also an issue of content redundancy. However, in order to create a more dynamic site, staff members needed a service that could integrate with their existing databases.
By - April 2011 Issue, Posted Apr 07, 2011
Data sharing and making effective use of information are two of the main challenges of modern police work. When the Memphis Police Department began looking for ways to improve its fight against violent crime, it recognized that simply deploying additional police officers was not the answer. Instead, the department began looking for a more elegant and cost-effective solution. The MPD needed a way to sift through the available data and discover insights that could guide the deployment of its large force of uniformed officers.
By - March 2011 Issue, Posted Mar 03, 2011
Our Energy Policy sought a way to develop a collaborative community around one lengthy document. Bill Squadron, president of OurEnergyPolicy.org, describes the situation by saying, "What we needed to do was find a platform where we could place a proposition in front of a large group of knowledgeable participants in the energy field," to democratize the policymaking process.
By - January/February 2011 Issue, Posted Feb 10, 2011
BGRI's mission hinges on its ability to share knowledge with participants around the world. As an active research community, it needed a knowledge-sharing solution that would let individual participants publish and update information independent of the larger organizational hierarchy, while still maintaining certain administrative standards.
By - November 2010 Issue, Posted Nov 08, 2010
Like so many other organizations, Fort Smith and the National Parks Service (NPS) are trying to figure out how to engage a new, digitally oriented generation that would be just as content watching Old Faithful erupt on a web cam as actually visit Yellowstone National Park. With money tight everywhere, engaging this new generation of park visitors had to be done inexpensively. In this case, QR codes seemed to be the answer.
By - October 2010 Issue, Posted Oct 06, 2010
With more than 100 million pages averaging about 6,000 words each, it goes without saying that NewspaperARCHIVE doesn't go easy on its database and search systems. The service is also constantly expanding and updating its database, which means that a solution that works today might easily prove inadequate tomorrow. When problems began cropping up with its old search solution, NewspaperARCHIVE realized it needed a platform that would be robust enough to handle the company's vast database of content while simultaneously ensuring that users had rapid access to search results.
By - September 2010 Issue, Posted Sep 09, 2010
Marion Waldman began Albany, N.Y.-based iD8 Publishing Services in 2005. The company is a vendor for the educational publishing industry, providing a full range of services that take the customer through the early phases of production. An integral part of academic publishing is peer review, which ensures the quality and integrity of a book or journal. However, based on her past experiences, Waldman knew peer review is rarely an efficient process. A first-edition book project, for example, may require up to eight unique reviewers per chapter. Waldman wanted to find an efficient online system that could manage large amounts of qualitative data that could generate reports for authors.
By - July/August 2010 Issue, Posted Jul 26, 2010
As a financial firm that provides on-site consultation for its business clients, keeping in touch with traveling agents and salesmen is a priority for Klein Financial Services. And with the large volume and confidential nature of the documents the firm routinely handles, traditional methods such as phone, fax, and email are either too cumbersome or not private enough. Yet with no significant IT infrastructure and limited employees, the company can't deploy the sort of complex software solution a larger company might turn to.
By - June 2010 Issue, Posted Jun 07, 2010
ISI's information technology team began to suspect an increase in unauthorized account activity, but a diverse userbase across dozens of countries made it hard to collect hard data to quantify the problem.
By - May 2010 Issue, Posted Apr 30, 2010
While the U.S. military saw the potential that social networking tools held, its privacy concerns surpassed those of even the most secretive company. After all, broadcasting the status of your top-secret project to a LinkedIn network could have truly disastrous consequences. So when the DoD started thinking about how it could use these Web 2.0 tools to enable communication within the military community, it was that clear that widely used public-facing tools were not going to work for its unique needs.
By - April 2010 Issue, Posted Apr 09, 2010
Ships at sea rely on satellite communication for internet access, as the obvious considerations of distance and mobility make any other kind of connectivity impossible. However, satellite communication is extremely expensive, relatively slow, and unreliable, having a marked effect on ship-to-ship communications. With the increasing use of computers in naval operations, a reliable, fast network between ships became an increasingly attractive option for the Navy.
By - March 2010 Issue, Posted Mar 17, 2010
In the spring of 2009, Anne Zafian, VP, deputy publisher, children's books, says Simon & Schuster found itself with a "bestselling paranormal young adult series, The Mortal Instruments, by Cassandra Clare, whose sales we wanted to support and grow into the summer and beyond." More important, Zafian had a specific target audience in mind: "This is a paranormal series with lots of crossover appeal to adults, and we wanted to specifically target that crossover audience and to incrementally build Cassandra's audience."
By - January/February 2010 Issue, Posted Jan 29, 2010
JackBe sought a solution that would help consumers have a good user experience with its new product, which was part of the emerging mashup market segment. The company chose to work with Acquia Drupal to launch a community in order to meet the needs of inquiring customers, as well as to give them a gentle and productive introduction to mashups in general and JackBe's solution in particular.
By - November 2009 Issue, Posted Nov 04, 2009
When the Rhode Island School of Design began populating its website with video content, problems began to arise. The videos were isolated from each other and difficult to manage. It quickly became clear that RISD needed a video platform solution to manage its content, and the school turned to Brightcove for help.
By - October 2009 Issue, Posted Oct 07, 2009
With a confusing content publishing process, CareerOneStop started running into problems keeping multiple webpages up-to-date. In mid-2007, it decided it was time to find a web content management provider that would simplify its content publishing experience and enlisted SDL Tridion to help.
By - September 2009 Issue, Posted Sep 14, 2009
The National Aeronautics and Space Administration (NASA) was established by President Dwight D. Eisenhower as a partial response to the first artificial satellite launched by the Soviet Union. Headquartered in Washington, D.C., NASA currently focuses on four research categories: aeronautics, exploration systems, science, and space operations. Recently celebrating its 50th anniversary in 2008, NASA continues to be a leader in scientific research, declaring its mission "to pioneer the future in space exploration, scientific discovery, and aeronautics research."
By - July/August 2009 Issue, Posted Jul 17, 2009
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