new ralcorp site presentation
TRANSCRIPT
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?