This was a group assignment where we had to pick a brand or corporation who was lacking in online appeal. Our goal was to visually enhance the site to our demographics and create interactivity throughout the site
1. Ralcorp
the generic brand gone wrong…
technically
explore/create phase
Jenna Giurlando
Vanessa Rottet
Matthew Veleber
Jordan Wadley
2. what we will discuss
Ralcorp’s position
recap of message
IA
wireframes
creative “big idea”
mood boards/tone
creative comps
interactive advertisement
wrap-up
3. 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
4. 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
5. 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
7. mothers/grandmothers 1.0.a
1.0 1.0.b
college students My Account
Homepage Contact Us
both 1.0.c
Search Bar
1.1 1.3 1.5
1.2 1.4 1.6
Company Nutrition Career
Commitment Brands Shopping
Opportunities Cart
1.2.a
1.4.b
1.1.b Mission
1.1.a 1.6.a
Other
History Statement
Overview My Account
Products
Timeline
1.4.a
1.2.a.2
1.2.a.1 1.4.b.3
1.4.b.2
1.4.b.1
Marketing/
Community/ Carriage
Ralcorp
Ralston
Advertising
Diversity House
Frozen
Foods
Bakery
1.2.a.2.a
Press
Releases
LEGEND cluster of static pages flash media
static HTML page cluster of active pages newsletter sign-up
active server page blog standard links between pages
11. 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
“the
creative concept:
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
18. “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
22. 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
29. 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!