mccann worldgroup chex website milestone discussion may 31, 2013
TRANSCRIPT
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McCann Worldgroup
CHEX WEBSITE MILESTONE DISCUSSIONMAY 31, 2013
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McCann Worldgroup 2
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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McCann Worldgroup 3
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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McCann Worldgroup 4
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
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McCann Worldgroup
HOW WE WANT TO ENGAGE ON FACEBOOKSOCIAL CONTENT STRATEGY
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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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McCann Worldgroup 7
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
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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McCann Worldgroup 8
F14 – DETAILED DIGITAL Q1 / Q2 OVERVIEW
Change: Launch in
July
Change: Launch early September
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McCann Worldgroup 9
BUDGET CURRENTLY BEING HELD
• Held in Non-Working Budget– $37,500
• Scope Complexity– Medium
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McCann Worldgroup
• 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 Worldgroup11
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)