The Deciding Fact
The Marketinggesellschaft Baden-Württemberg (MBW) works on behalf of the Ministry of Food and Rural Areas with the aim of promoting Baden-Württemberg's regional products and strengthening their sales. It also coordinates the awarding of the Baden-Württemberg quality and organic labels. In order to implement these tasks effectively, the website needs to be redesigned. The MBW would like to merge its various websites and provide users with more opportunities for interaction. Content overlaps should be avoided and the different target groups should be provided with targeted information. Another important criterion for the daily maintenance by the editors is the simplification of website management.
The Portal
Frank und Freunde is developing a design-oriented, fresh consumer portal and a comprehensive marketing platform for B2B partners for its long-standing client Marketinggesellschaft Baden-Württemberg. The special challenge is the consolidation of the grown content of 5 websites on 2 central portals (a consumer portal and a B2B portal) as well as the integration of various database solutions in a central content management system. The main focus is on a clear target group approach and the delivery of up-to-date content. In addition, various interaction options and a new member area are to be created.
The large consumer portal www.schmeck-den-sueden.de informs end consumers about current promotions and events relating to high-quality food from the region and offers various interaction options. In addition to an extensive database of recipes and specialties, visitors will also find a shopping guide with address search, useful information on product knowledge, a newsletter and online competitions. Since the relaunch, visitors can rate and comment on recipes and specialties directly and submit their own recipe ideas via an input form.
Marketing platform for B2B portal
Clearly separated from the consumer portal, producers, manufacturers, agricultural associations and companies from the food industry can register and contact each other via the B2B portal www.gemeinschaftsmarketing-bw.de. The shared platform supports the goal of joint sales promotion and offers extensive help in a clearly structured manner. The B2B portal offers various access-protected user areas. In addition, an online forum is available to the promotional community for quality products from Baden-Württemberg for direct exchange. Another feature is the interactive order form for advertising material: different user groups are offered a dynamic product selection according to their industry.
Customized solutions
We switched from the previous RedDot system to the future-proof and flexibly expandable open source content management system TYPO3. TYPO3 offers the possibility of taking individual customer wishes into account and integrating readily available or self-developed extensions.
One focus of this project was on individual interface programming. For example, a direct connection to the existing CRM system CAS GenesisWorld was created. MBW still manages its member and licensee data in its local CRM system. Changes are now transferred daily from Genesis to the TYPO3 web system. These transferred data records form the basis for the access authorizations of the closed areas on the website and various address searches.
Frank und Freunde also developed several extensions for TYPO3 - an existing recipe database and a specialty database with its own input interface were fully integrated into the system. The integration into TYPO3 ensures easy management of recipes and specialties. In addition, TYPO3 functions such as time-controlled publication or automatic image scaling are actively used in this area. The aforementioned online forum was integrated into TYPO3 as a ready-to-use complex extension. Frank und Freunde developed another customer-specific solution with the weekly newsletter, which is automatically generated from TYPO3 text modules and recipes from the database and greatly reduces the workload for the marketing company.
Even after the launch in summer 2009, the expansion of the website was continued step by step. In the meantime, a TYPO3-based newsletter has been introduced for the community marketing partners and a movie player has been installed for the Schmeck-den-Süden website. Smaller promotional microsites such as www.streuobstwiesen-bw.de were also added.
Project facts
Customer
Marketing company Baden-Württemberg
Sector
State association
Implementation
Migration from RedDot to TYPO3
Content management system: TYPO3 Version 4.2.10
CRM-Genesis World connection
Features
- Development of two central portals
- Integration of database solutions
- Individual extension development (PHP /MySQL)
- Closed portal areas for registered users
- Personalized content according to user groups
- Time-controlled newsletter generation
- Interactive order form