About the Client
TaylorMade Golf Company has led the golf industrys technological revolution since the company was founded in 1979. TaylorMade Metal wood clubs, irons and putters have been used to win hundreds of professional golf tournaments around the world. In 1998, TaylorMade became a wholly owned subsidiary of the adidas Group.
TaylorMade and Digitaria partnered in order to meet TaylorMades goal of successfully launching their golf products online. TaylorMade needed sites that could stimulate the continuous sell-through of products, create an emotional connection with the authentic golfer and engage and create a conversation with golfers in a real and authentic way about things that are important to them. Within the site, Digitaria needed to create the dynamic, engaging, and interactive content about TM products and technology that convinces consumers that TM is the best performing golf brand in the world.
TaylorMades needs quickly made them a full-service client. The first step was online strategy and architecture. Digitaria provided online marketing planning, online requirements development, outreach programs planning and development, online loyalty program strategy, e-commerce evaluation, globalization guidelines, and email marketing.
After the initial planning and strategy was complete, Digitaria went to work on TaylorMade's a new creative platform. The platform was created with both experience and visual design in mind, as well as a full multimedia component. To manage the creative platform, Digitaria then moved to technology, where they determined the requirements and formulated a CMS strategy. Digitaria also determined that TaylorMade needed a product tout management system, product registration system, as well as a localized content and customized blogs.