Client - Best Bear
Project - Website redesign and database development
Requirements overview
- Multiple content databases with targeted search
- Content management system and administrative area
- Discussion Forums
- User and email tracking
Best Bear is a parenting portal, which offers a great variety of content to the parent and childcare community. On the site they have a free database of Best Bear vetted childcare agencies, which is hugely successful and has a high volume of traffic. Best Bear wanted to leverage their traffic to generate additional revenue streams. Banner advertising was an obvious tactic, which became popular with larger brands, but the smaller childcare agencies were reluctant to pay for banner ads without knowing how many leads they might generate. To address this, a password-protected area was set up for the childcare agency community where they could post information about their available childcare and childcare vacancies. A tracking system was also incorporated, tracking the number of people clicking on their link as well as the number of emails sent to each agency.
The challenge: Smaller agencies were reluctant to pay for advertising upfront. To circumvent this issue a transparent pay-per-lead system was set up. This is not only very popular, it is also very easy for Best Bear to administer as it is mostly automated.
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