Ralcorpthe generic brand gone wrong…

technically

Jenna Giurlando

Vanessa Rottet

Matthew Veleber

Jordan Wadley

explore/create phase

what we will discuss

Ralcorp’s position

recap of message

IA

wireframes

creative “big idea”

mood boards/tone

creative comps

interactive advertisement

wrap-up

Ralcorp’s position

Ralcorp is the leading supplier of store-

brand food products

the company is dedicated to provide their

consumers with generic products that

nutritionally compete with the national

brands

Ralcorp strives to communicate that they

help with saving money, while fulfilling

households’ pantries with health-conscious

food options

recap of message

audience

mothers & grandmother, 28-54 years-old

college students, 18-28 years-old

opportunity

create an interactive site that engages the target, while building brand loyalty

generic products are both cheap and delicious, so let’s rebrand

proclaim that Ralcorp just gained Post

strategy

to educate college students, mothers, and grandmothers on the health benefits of eating breakfast

to encourage consumers to find the time to enjoy breakfast

to inform consumers about benefits of generic brands

positioning

to position Ralcorp as a trustworthy, but inexpensive brand that is not just simply “generic”

to position the site as educational and full of positive generic facts

recap of message

personas

bobby “the big eater” emily “the mother” jane “the healthy saver”

college student, 21 mom, 32 grandma, 54

tactics

online product sales

number of users who sign up for weekly newsletter

number of users who use our blog

ROI of online coupons

number of users engaging in QR codes

user questionnaire feedback

information architecture

what lies beneath?

1.6

Shopping

Cart

1.1.a

Overview

1.4.a

1.4.b

Other

Products

1.2.a

Mission

Statement

1.4.b.1

Ralston

Foods

1.4.b.2

Ralcorp

Frozen

Bakery

1.4.b.3

Carriage

House

1.2.a.2.a

Press

Releases

1.5

Career

Opportunities

1.2.a.1

Community/

Diversity

1.2.a.2

Marketing/

Advertising

newsletter sign-up

1.2

Commitment

1.0

Homepage

1.1

Company1.4

Brands

static HTML page

active server page

cluster of active pages

cluster of static pages

blog

flash media

standard links between pages

LEGEND

mothers/grandmothers

college students

both

1.1.b

History

Timeline

1.3

Nutrition

1.0.a

My Account 1.0.b

Contact Us 1.0.c

Search Bar

1.6.a

My Account

wire framesplain, no design elements here!

creative “BIG idea”

goal

to educate the public about positive benefits of store-brand products (aka: Ralcorp)

to incorporate interactivity with education online

to proclaim that generic brands are healthy and help save money through blogs, newsletters, and interactive games

creative concept: “the price is right with Ralcorp”

tagline is clear, positive, and nostalgic; we want consumers to learn all they can about Ralcorp’s brands

“the price is right” refers to both the game show, and the money-saving “right” nutritional benefits of eating Ralcorp products

mood boardslet’s enter the targets’ emotions

“Fresh Flash”

mood board

“sunrise” mood board

old homepagenot good.

new homepage #1here we come… on the right track!

“The Price is Right” and Ralcorp

Targeted toward a younger crowd but also

applicable to older folks

Involves a co-op with “The Price is Right

Game show”

Offline Advertising as well as interactive

online education

new homepage #2

we are continuing to run!

The Price is STILL right with Ralcorp

This page is targeted slightly toward an older

audience

36-60 are a bigger target

Incorporates less games due to

demographic, but focuses more on

interactivity with

Online Cokbook

Blog

Newsletter

Site is still educational and proclaims the

benefits of buying generic

interactive skyscraper ad

let’s attract the target!

wrap-up

Ralcorp’s target audience is college students, mothers, and grandmothers

the creative concept of “the price is right with Ralcorp” fulfills that the company’s products are right for the target

right with expenses ($)

and, right with nutrition

in order to understand that “generic” is not negative, we created educational + gaming comps

the target will feel more engaged, educated, and interested in the brand

a “love mark” for Ralcorp’s audience will be established with these necessary changes through the user’s online experience

educational + fun

easy to understand

easy to navigate

very interactive!

thank you!any questions?