Refrigerated and Frozen Foods (RFF) is a niche publication for a fast-growing industry. Their website, RefrigeratedFrozenFood.com, needed to foster daily audience engagement and keep pace with the rapidly evolving nature of the content and resource needs of their readers. Not only did they commit to a total, visual redesign, they found ways to offer exclusive content, deeper resources and more advertising and lead generation opportunities.
For over 20 years, Refrigerated & Frozen Foods has been the only publication dedicated to the value-added convenience chilled and frozen foods channel. Projected wholesale value of shipments for this market was over $280 billion in 2012. The publication focuses on all aspects of the chilled, refrigerated and frozen food segment, specifically business issues and challenges facing the temperature controlled food channel.
More than 14,000 operation, engineering, production and logistics executives in the North American market rely on Refrigerated and Frozen Foods, not just for news and information, but also for helping to set the bar in an industry that requires attention to safety, efficiency and resourcefulness. RefrigeratedFrozenFood.com delivers.
Users find a homepage that presents clear navigation to the latest headlines and all the resources available on the site. Refined searches provide an intuitive navigational tool and present related content—so readers can find current news, archived editions of the publication, listings of upcoming industry events, as well as images and videos about the latest innovations and challenges, and more. Meanwhile, colorful ads with varying styles of presentation flesh out the content across pages.
Exclusive content offerings provide added value to the print publication. Registered users can access white papers, case studies and up-to-date news links to sister and partner publications for additional, deeper resources. A technology showcase provides images and comprehensive information about current innovations in the industry. Processor of the Year and Top Processor story features share the latest on who is leading the industry. The site also allows visitors to submit peer nominations or their event listings, to be posted on the events calendar.
With the capabilities offered on this platform, RFF staff updated their enewsletter design and delivery. Visitors can subscribe and have it delivered to their inbox for free—but they were also invited to engage and provide input regarding the title .
Regardless, RefrigeratedFrozenFood.com shows that keeping up with what’s hot ensures that their readers stay cool.
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