We’ve been working with Stonyfield for a while now to spruce up and configure features to a few of their MovableType blogs. Just added recently is a new blog for parents where they “can meet up, rant, offer and seek advice, or just tell us their trials and triumphs. ” Stonyfield wanted their blogs to look and reflect the branding of their main website as well as add some additional feeatures like a sideblog and Photo of the day, and they turned to Moxie for help.
Even the farmer gets fan mail now! Stonyfield Farm began in 1983 as an organic farming school in a small New Hampshire town. They had seven cows and a tasty yogurt recipe. Today, they have $150 million in annual sales and distribution in all 50 states. Recently, the CEO became concerned that the loyal customers might feel the company had grown away from its roots.
Approach: The company created four Movable Type weblogs on their existing public website, each focusing on a different aspect of company news, culture, or dairy farming. The staff member who maintains their weblogs doesn’t come from a technical background, yet she found Movable Type easy to learn and use.
Results: Weblogs give the Stonyfield Farms website great personality and a newfound immediacy. Prior to implementing Movable Type, changes to the website took a month going through IT. Now the folks on the farm are making daily updates about everything from the yearly rituals of the changing seasons to new products and environmental policy.
The employees are very involved and energized by the weblogs, and everyone benefits from a closer relationship with the people who love the products. These conscientious producers have discovered a new way to keep in touch with customers and support their commitment to health and environmental education.
Case study from over at MovableType here.