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

6. information
architecture
what lies beneath?

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

8. wire frames
plain, no design elements here!

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

12. mood boards
let’s enter the targets’ emotions

13. “Fresh Flash”
mood board

14. “sunrise” mood board

15. old homepage
not good.

17. new
homepage #1
here we come… on the right track!

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

21. new
homepage #2
we are continuing to run!

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

27. interactive
skyscraper ad
let’s attract the target!

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!

30. thank you!
any questions?