McCann Worldgroup CHEX WEBSITE MILESTONE DISCUSSION MAY 31, 2013
McCann Worldgroup AGENDA Estimated Timeline Key Deliverables Reminder of Facebook Content Strategy (led discussion for Digital Strategy) WIP Digital Strategy Year & Q1Calendars Budget Next Steps 2
McCann Worldgroup ESTIMATED TIMING May : 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 3
McCann Worldgroup 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 4
McCann Worldgroup HOW WE WANT TO ENGAGE ON FACEBOOK SOCIAL CONTENT STRATEGY
McCann Worldgroup Small Steps Making Living (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 CONTENT STREAMS
McCann Worldgroup F14 – ONE YEAR OVERVIEW OF KEY MILESTONES 7 Jun-13Jul-13Aug-13Sep-13Oct-13Nov-13Dec-13Jan-14Feb-14Mar-14Apr-14May-14 Chex Franchise Facebook Website LaunchWebsite Development Pinterest LaunchStrategy Search Chex Cereal TV - McGregorVanilla :05s Tag TV - NEW SPOTCreative Development for New Spot DisplayNew Vanilla Creative New Creative PrintGluten Free + Variety CPM TV Start Creative Development for New Spot Display Refresh F13 CPM Banner
McCann Worldgroup F14 – DETAILED DIGITAL Q1 / Q2 OVERVIEW 8 Change: Launch in July Change: Launch early September
McCann Worldgroup BUDGET CURRENTLY BEING HELD Held in Non-Working Budget – $37,500 Scope Complexity – Medium 9
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
McCann Worldgroup 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) 11