1. McCann Worldgroup CHEX WEBSITE MILESTONE DISCUSSION MAY 31, 2013

2. 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

3. McCann Worldgroup 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 3

4. 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

5. McCann Worldgroup HOW WE WANT TO ENGAGE ON FACEBOOK SOCIAL CONTENT STRATEGY

6. 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

7. 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

8. McCann Worldgroup F14 – DETAILED DIGITAL Q1 / Q2 OVERVIEW 8 Change: Launch in July Change: Launch early September

9. McCann Worldgroup BUDGET CURRENTLY BEING HELD Held in Non-Working Budget – $37,500 Scope Complexity – Medium 9

10. 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

11. 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