Since publishing their first macramé instructional
book in 1976, Plaid Creative Group has become one of the
world's leaders in the creation, manufacture and
distribution of craft and home décor
products.
Goals:
Enable Plaid to market and sell directly to
consumers
Promote the Plaid brand, product brands and
sub-brands
Create a new look and feel more in keeping with
the Plaid customer profile and Plaid image
Facilitate creation of a "Plaid commmunity"
Promote Plaid products, news, and events, and
stimulate interest in crafting
Capture a greater percentage of the potential
crafter market
Solution: Create an e-commerce website
designed for their targeted market that:
promotes brand awareness through brand department
pages
is visually appealing and easy to navigate
facilitates a community approach with opt-in HTML
newsletters and feedback forms
is designed for Search Engine Optimization
Bottom Line: Plaid has created a loyal
"community" with an increase to their online buying of
more than 500% over the last four years.
