McCann Worldgroup

CHEX WEBSITE MILESTONE DISCUSSIONMAY 31, 2013

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AGENDA

• Estimated Timeline

• Key Deliverables

• Reminder of Facebook Content Strategy (led discussion for Digital Strategy)

• WIP Digital Strategy

• Year & Q1Calendars

• Budget

• Next Steps

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ESTIMATED TIMING

• May 28 - 31: McCann formally kicked off the project with account, UX, creative, and project management

• June 3 – 7: Refresh existing social content strategy, begin user experience planning, develop user need states, perform competitive & gap analysis

• June 10 – 14: Continue user experience planning, develop content plan

• June 17 – 21: Shareout Workshop with Brand team of all work completed to date – Following shareout we will develop (site map, design, wireframes, concepts)

• June 28: Design review 1

• July 3: Design review 2

• July 19: Designs are final

• July 26: Handoff designs to IT

• July 29 – August 23: IT development (this may change base off of scope of project)

• August 26 –30: Content migration/authoring (if needed)

• September 2-4: Site launch

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KEY DELIVERABLES

• Project Brief

• Refreshed Social Content Strategy (for Facebook, but can inform site dev.)

• Digital Strategy

• Competitive & Gap Analysis

• User Need States

• Content Plan 

• User experience

• Project Scope & Budget

• Channel Planning Strategy

• Brand Book

• Website Designs

McCann Worldgroup

HOW WE WANT TO ENGAGE ON FACEBOOKSOCIAL CONTENT STRATEGY

McCann Worldgroup

Small Steps MakingLiving (Gluten) Freely Love Chex Party Ideas

Gluten Free Digital Strategy:

Be an ally(provide the info, tips, ideas,

partnership help to enable reducers)

CPM Digital Strategy:

Inspire Creation (recipes, party ideas, get togethers,

occasions, etc.)

Reducer Content Strategy: Maker Content Strategy:

So Simple / So Wow

Chex Master Brand Strategy Imagine. Life. Simple.

(Everything you love & Nothing you don’t)

WEBSITE DIGITAL STRATEGY DEVELOPMENT - WIP

CONTENTSTREAMS

CONTENTSTREAMS

CONTENTSTREAMS

CONTENTSTREAMS

CONTENTSTREAMS

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F14 – ONE YEAR OVERVIEW OF KEY MILESTONES

  Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14Chex Franchise  

 Facebook  

 Website Launch Website Development                  

 Pinterest Launch Strategy                      

 Search  

Chex Cereal   

TV - McGregor Vanilla :05s Tag              TV - NEW SPOT Creative Development for New Spot  

 Display New Vanilla Creative     New Creative

 Print Gluten Free + Variety              

CPM   

TV             Start Creative Development for New Spot 

Display     Refresh F13 CPM Banner            

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F14 – DETAILED DIGITAL Q1 / Q2 OVERVIEW

Change: Launch in

July

Change: Launch early September

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BUDGET CURRENTLY BEING HELD

• Held in Non-Working Budget– $37,500

• Scope Complexity– Medium

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• June 3 – 7: Feedback on Digital Strategy

• June 10 – 14: Develop Content Strategy & Initial User Experience

• June 17 – 21: Feedback on Content Strategy & User Experience // Revisit Budget after Strategy is finalized

NEXT STEPS

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MCCANN TEAM MEMBERS

• Onsite:– Shane Robbins (Group Account Director)– Jeff Austin (Project Manager)– Wes Moore (Creative Director)– Dan Bayn (Information Architect)– Kali Kotz (Copywriter)

• McCann Always On:– Sharon Panelo (Senior Strategist)– Kim Warner (Lead Strategist)– Cecile Kim (Strategist)

• McCann Account Team:– Amber Greenwalt (Account Director)– Meghan McGregor (Account Supervisor)– Emmanuelle Mehta (Account Manager)