| Web Presence
KCH’s Web site drives catalog requests, phone calls, sales, and showcases the brand for further licensing deals. And based on the licensing deals thus far, the Web site rocks!
Web development, the Dirigo way—creative Web design, search-engine friendly programming, and innate usability rolled into a gorgeous site sitting atop a robust pay-per-click tracking system and proprietary analytics platform. The current website is built upon Microsoft’s ASP.NET platform. |
| | Yahoo! Web Contest
It all started with a late night call from Glen Halliday. “What do you think I should put in the Yahoo! contest application?” Victoria Kuhn’s advice: make it about reducing childhood obesity. Hidey-hidey-ho! KCH was one of three winners with a national following. Shortly thereafter, Glen was having lunch with Ivanka Trump and was being mentored by the EVP of Marketing at Staples.com. |
| | Constant Progress
A webmaster's work is never done. What may have worked a year ago might be outdated today, so it's important to constantly improve and test a Web site. KCH is in its seventh major revision. The site is in a state of constant development and tuning. |
| | Nielsen Ratings
Kids Crooked House ranked #2 on The Nielsen Company's Top 10 Most Effective Product Placements on Brand Opinion. The ratings list includes primetime programs on broadcast TV and cable networks from 1.1.2009 to 11.30.2009. The Nielsen Company measured product placements that delivered the greatest percentage of TV viewers who both recalled and cited an improved opinion of the integrated brand among viewers aged 13+. |
| | E-mail
The market leader in almost every product category on the Internet is successful because their online strategy relies heavily on e-mail. E-mail is among the most powerful tools on the Web today for direct marketing, branding, and building customer relationships. KCH walks the walk with a comprehensive e-mail strategy and constant attention. |
| | Blog
We admit, the KCH blog started as an experiment in SEO—writing random posts, shameless promotion, optimizing for search, and building links. These days the blog strategy is centered on active play, a concept in which KCH is passionate. Kids need to “put down the dang joysticks and get outside.” |
| | Social Media
When the Kate & Jon season finale aired, an epic title wave of Internet traffic hit the KCH F5 load balancer. The traffic spike was so sudden that the host identified the event as a denial of service attack. For a short time, the only channels of communication for hundreds of thousands of KCH-crazed patrons were Twitter and Facebook. Social media saved the day. These days, social media facilitates getting close to customers and spreading the word about exclusive KCH deals. |
| | iKPI
It's a Key Performance Indicator iPhone application custom built by Dirigo for KCH. Orders, catalog requests, B2B requests, contact us requests, dealer requests—all at-a-glance so that management can keep tabs on the business performance. The app relies on XML data returned from a RESTful Web application that is tied to a data warehouse. Apple Computer featured our app on their website as part of a video segment on how small businesses use iPhone technology. |
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