Over the Top Cake Supplies
Website | Social Media | Digital Strategy
project background
Over the Top Cake Supplies is a retail franchise providing baking and cake decorating supplies to both at-home and professional bakers. All locations carry a wide range of supplies, and several locations offer educational classes and private parties.
As the business expanded from its first corporate location to support several new franchises, Robot Creative was called in to develop a new website and digital strategy to support their growing needs with both corporate controls and individual franchise access.
Website Design
- Multi-location WordPress Setup
Location-specific pages roll up under a corporate structure for the ultimate brand control, providing quick set up for new locations and a suite of multi-location tools.
- Corporate and Store Level User Roles
Back-end administration provides users with various access levels to content management functions at both the store and corporate levels.
- Custom, Responsive Website Design
Custom design transforms seamlessly from desktop to mobile devices to tablets.
- Social Media Integration
Social media feeds pull in fan-generated pictures and posts as well as the latest corporate posts.
Class calendars and registrations
- Location-Specific Calendars
Store-level managers control location-specific class schedules and instructor information.
- Multi-location E-commerce
Class registrations and credit card processing tie to individual store accounting.
- Global Management
The corporate office has access to insights and analytics related to overall performance.
Social Infrastructure
Over the Top had several existing Facebook pages specific to unique locations. ROBOT first helped the franchisor reclaim the page ownership and tie the pages into a corporate structure.
Managed through one central business manager, the franchisor now has brand control and can support company-wide initiatives while being able to grant appropriate access to the store-level administrators who support day-to-day, location-specific marketing.
“ROBOT helped us work through a lot of complicated brand management considerations, and implemented the necessary technology to make it all seamless.”
CFO, Over the Top Cake Supplies
Digital Strategy
ROBOT provided a digital strategy including social media posting recommendations, SEO and GoogleAds focussed on class bookings, parties and skill-related corporate posts. Additionally, ROBOT created guidelines and templates to empower store-level marketing. Store managers were provided training and documentation to support their local social media efforts.
Digital Strategy Results
Through a process of careful audience targeting, strategic budget allocation and new creative, class bookings saw an incredible lift over the prior year. Instead of cancelling classes with low registration, new sessions are being opened, and numbers continue to increase.
