Web Development Case Study

Building a community of creative crafters for Hobbycraft

The Objective

Initially Hobbycraft wanted to offer their customers greater value by providing help and advice in the form of detailed craft articles while growing their presence within the wider online crafting community.

The goal, to grow brand awareness and authority without being overshadowed by their commercial presence.

The Story

Within the organisation Hobbycraft had the benefit of knowledgeable passionate staff with the capability to produce regular, visually engaging, well written content.

Uprated were already working with Hobbycraft’s marketing department in an analytics capacity, our bespoke development ability and smaller size meant that the agility and quick production turnaround was an ideal fit for an experimental project of this kind.

As the ubiquitous staple of blogging platforms and it’s superior SEO credentials, WordPress was selected as the technology of choice. Within a relatively short space of time with supplied brand guidelines and communication with Hobbycraft a custom mobile responsive theme was produced.

Key Project Features

Within the first few months attention turned to next steps and greater interaction with users. A monthly competition was designed and created, allowing users to submit images of craft projects generating rich galleries. Such features make for better user retention as people come back month after month to submit their works.

Key Challenges

As the blog continued to gain traction and became a large traffic site, technology was employed to maintain quick page load speeds at peak times.

On top of this, email marketing activities can generate significantly large surges of simultaneous visits, Uprated looked to an intelligent solution in the form of Varnish as a means of handling hundreds of concurrent connections.

The Future

As ever on-going maintenance and support is on hand as features, fixes and security updates are required. Plans are also in the pipeline for further engaging the audience in new and interesting ways.