A good Web strategy is the key to online success.

The Hedstrom Web site initiative began with development of an online strategy for the corporation. Hedstrom needed to evaluate its online visitors and decide how best to use the Web as a tool. Initial research indicated that parents accounted for the majority of their Web traffic, not kids.

The site approach changed from online games for kids to content that addressed the needs of consumers; including a customer service module, product guides and a press room.

To improve performance, the site was also redesigned and rebuilt from the ground up. In order to keep the site current with product information, a new program was developed that allowed the Web server to query the Hedstrom AS400 system every day to identify product changes or new product additions. Any changes identified are then posted to the Web server the same day allowing the content on the Web site to stay current without creating resource issues or consulting expenses.

Last but not least, the site also established a new brand look for the company’s Web presence. A clean fresh look was easy to navigate and better represented the company’s personality.