Rockfish: A Case of Rebuilding a Website

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Article ImageCompany: Rockfish

Rockfish is a digital advertising and marketing agency. The company describes itself as a "full-service digital innovation partner that builds digital solutions through integration of strategy, creative and technology." Founded in 2006, it provides clients with strategic consulting, technology, mobile, design, and digital marketing services. Rockfish, which is based in Rogers, Ark., is owned by WPP, a communications services group.

rockfishdigital.com

Business Challenge

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.

Vendor of Choice: Kentico Software

Kentico Software helps clients create websites, online stores, community sites, and intranets. Founded in 2004, it is headquartered in the Czech Republic and has offices in the U.S., the U.K., and Australia. Kentico has more than 1,100 digital agency partners and powers more than 18,000 websites in 90 countries. Customers include Bacardi, Great British Chefs, Gibson, Mazda, Microsoft, and Sony.

kentico.com


THE PROBLEM IN-DEPTH

Corner Bakery Cafe had a mission to double its national footprint from 150 to 300 stores in 3 years, and a new website is part of that mission. "It was a comprehensive relaunch" of the Corner Bakery website, says Dawn Maire, chief strategy officer for Rockfish. She says the goal included expanding the experience on the site to make it a "world-class experience for Corner Bakery guests." Rockfish also reworked content to make it more findable for visitors, as well as make it search engine-friendly, so that "not only is the content elegant to get to from a consumer's standpoint, it's easy for search engines to find and search engines to crawl," Maire says.

"At the end of the day, though, Corner Bakery is not about science and content, it's about delicious food, and so we wanted to make sure that was first and foremost on the site," Maire adds. "From the minute you hit that site, you really get the value proposition that Corner Bakery offers-delicious made-just-for-you meal-as soon as you hit the site."

So Rockfish knew what it wanted for the new site, but how to get it? When doing a content management installation, Maire says, it's important to understand how a client or company is going to need to access and use that content-as well as understanding cost, scalability, and complexity. But also, she adds, a CMS is as much about "ease of use" as it is about "complexity of how it can manage content."

"At the end of the day," she says, "you can have something that is beautiful for the consumer and highly sophisticated, but if managing that content becomes arduous and difficult ... that's typically not a very reliable solution, especially in a retail environment where you have constant new content, where you're constantly updating product and promotions and offers." In other words, Rockfish had a delicate balance to strike if it wanted to make the new Corner Bakery site be all it could be.

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