Opening the Shutters for More Locations.

Shuttercraft wanted to grow from 19 locations but were already overwhelmed by the overhead of delivering unique variations of content to local websites.

The marketing team was manually creating and publishing variations to each site individually, meaning that the overhead would grow proportionately with the size of the network, adding cost.

To enable growth, the same team needed to spend more time on strategy and less on content management at double the network size - a tall order!

The challenge.

Lines created a Shuttercraft template protect the brand, while WordPress and Edition+* provided a single source for content editing, automating local variation, and publishing.

Detailed design and responsive build created beautiful calls to action and other website assets which could be localized to each franchise location on-the-fly.

The team was able to focus on strategy and a single source of content while Edition+ took over and automated the process of updating the network of sites.

*NB. Project carried out before the EditionAI update.

The Benefits
- Marketing resource freed up to add value
- Franchise owner satisfaction increased
- Local SEO streamlined

We also solved
- Responsive development support for new feature requests
- Extension of in-house team when demand spikes
- No lock-in / freedom to take sites away

What we did, and how.