WISCONSIN MILK MARKETING BOARD WEBSITES
The Wisconsin Milk Marketing Board had dairy farmers, cheese makers, foodservice providers, dairy council leader groups, media outlets, and consumers all going to the same website, which made for a confusing user interface and content hierarchy.
Based on extensive research, we created separate sites for the key groups, starting with a consumer-focused site. The simpler consumer interface put the most requested topics in the main navigation. Data was optimized to serve up relevant information and drive additional search engine traffic. Users could add a digital ‘recipe box,’ print recipe cards, and share recipes on social networking sites. We also developed a pairing tool to match the top 140 Wisconsin cheeses with users’ favorite wines, spirits and fare.
The consumer site uses the same content management system (CMS) as WMMB’s media, trade and corporate sites, and all use the same database. Changes made populate across the various sites, which lets WMMB disseminate the right information to the right audiences, easily.
