Weekly Wrinkle
A rapidly growing band of smart women who share wisdom on the very best in fashion, food and drink, home and garden, health and beauty.
The site brings special offers and sneak previews exclusively designed for the community, and allows access to the Wrinkle Black Book – their own bible of shops, services and suppliers specially recommended by the members of their team.
Second Variety handled custom development of WordPress to manage the editorial content and we also developed a specialist plugin to create and manage Black Book listings for the site by automating the process of uploading batch listings and adding geo-location data to posts. We extended an existing plugin to provide full search capabilities for the Black Book listing based on keywords, tags and subject lines. Fuzzy search capability as well as a post code search function were integrated to allow for plurals and non stardard character encoding as well as location specific search queries. The client required search to be relevant and easy to use and we were happy to oblige as it means we have developed some very powerful search capabilities that can be used across all client websites.
Google Maps API was used for geo-tagging and microformats were used to allow people to download the listings as vCards or to the Tails Firefox extension to access embedded contact information.
We also handled installation and configuration of OpenX Adserver to provide full advertising capability across all areas of the site. SEO was part of the package and online marketing using the email service provider Mailchimp allows the Weekly Wrinkle team to syndicate their site content and create a larger following of subscribers.