The Spice Girls

Jane “Energizer Bunny” Shan Diane “Sock Monkey” Seidle”

Patrizia “Swallow” Ranzi Melissa “Cat” Zanardi

Michelle “Koala Bear”Salazar

Home Page above the fold • Site navigation is poor • Poor eye flow • Not professionally designed images

• No opt-in form on home page

• No search window

On the next several pages I tried to show how this could be achieved through sample

Facebook posts I created for Vagabond House.

Home Page: below the fold • No obvious call-to- action for site visitor

Out-of-date search function • Not user friendly. Too small and too complicated.

Once you discover the spice of your choice, no pictures!

3 ways to order and 3 clicks to get there

Site Architecture

•  The website is so glaringly out-of-date it distracts from the user experience

•  So difficult to work that it can only retard sales

•  Non-intuitive flow. Redundancy of clicks to get a customer to their destination page

•  No metadata •  No social media connections

Content

•  Not clear what company is about. No history of company. What does Penzeys stand for?

•  Not personal •  Wordy product descriptions •  Website should reflect the richness of mail order

catalogue •  No video

•  Freshness is not mentioned at all •  Quality is not communicated There is some

good content, but it is hard to find.

On the next several pages I tried to show how this could be achieved through sample

Facebook posts I created for Vagabond House.

Recipes This one is from Dave. Who is Dave?

Attempts at Community Outreach

Trying to get user generated content without using social platforms. And the focus is getting stories for the catalogue.

Community Engagement & Social Responsibility

Four stories from the LGBT communities celebrating the move towards marriage equality in Wisconsin.

Letter in support of not using Native American names for school sports teams.

What’s in it for the consumer?

•  Recipes (Penzeys and customer generated) •  Communication from Bill Penzey •  Informative product descriptions •  Social responsibility and community outreach •  Catalogue and adobe acrobat reader available •  The promise of really good products

CONTEXT ANALYSIS

Love People, Cook Them Tasty Food

AUDIENCE

•  Primary Audience: The HOME COOK •  Discerning food consumer, value for money •  Family-oriented, neighborly •  Trader Joe’s vs Whole Foods/Williams

Sonoma •  Cook NOT Chef

•  Secondary Audience: Gourmet Foodie •  Urban, also discerning food consumer •  Gourmets, NOT Cook

AUDIENCE Home Cook Gourmet Foodie

We want to cook good food for the people we love

We want the best, freshest, gourmet-quality ingredients

Web Facebook Not as much mobile

Web Facebook, Twitter, Instagram, Pinterest All devices, including phone and iPad

Business GOALS

•  Brand Awareness •  Social Mission and Community •  Sales

Home Cook Gourmet Foodie Community Online Sales Lead generation for store visits and catalog mailing list

Brand Awareness Online Sales Lead generation for store visits and catalog mailing list

Website End Users

Current Site Final Site Recipes Attempt to provide online ordering convenience Attempt to create community Feature social values

Convenient online ordering Recipes Spice and food information Gifts Sign up for catalog Store location Jobs at Penzeys

Positioning and branding

•  High quality spices •  Value for money •  Loyal customers and community •  Very extensive selection •  Connection to producing communities –

Farm to Table story

Not available at retail supermarkets

Quality, Price, Community

Warm Welcoming Bright Tasty Savory Quality Freshness Community Friendship Neighborly Homespun Rustic Embracing

Competitive Analysis

•  Competitors control nearly 60% of the $1.4 billion (retail sales) U.S. spice market.

•  McCormick, Spice Island and Durkee •  Spice lines of specialty stores like Whole

Foods, Fairways, Wegmans •  Online businesses: myspicesage, savory

spice shop •  Convenience and distribution

Competitive Analysis

Online presence: retailers

•  Modern •  Updated

ecommerce engine

•  Obvious calls to action

•  No community

Competitive Analysis

McCormick Online Presence

GOVERNANCE/PROCESS

•  Stakeholders: Executive team, Marketing, Sales, Customer Service

•  Final review sign-off: CMO •  Digital editor – approves user submitted

content cooks videos and recipes •  Traditional and digital marketing work

together for content synergy

INTEGRATION

Broader Digital Ecosystem •  Integrate with social presence on

Facebook, Instagram, Pinterest •  Opt-in for email newsletters •  YouTube

CONTENT MATRIX

SITE MAP

Recipe of the Day Holly’s Ridiculous Easy Blueberry Slaw

Ingredients: •  1 bag (about 16 oz.) shredded cabbage •  1/2 small red onion, chopped •  1 pint blueberries, washed and de-stemmed Instructions: •  In a serving bowl, combine the slaw ingredients. •  Using a blender •  Prep. time: 15 minutes •  Cooking time: 0, Serves: 10

Dried Raspberry

Cracked Black Pepper

Product Detail Cracked Black Pepper

Product Overview: Ingredients: Salt, Red Pepper, Yeast Extract, Natural Flavors Taste and Aroma: Hot, intense and spicy. Uses: Chili, sauce, guacamole, chicken, fish, buffalo wings Substitutes: Black Pepper and Cayenne Pepper Blend, Cayenne Pepper Fun Fact: Humans are the only species on Earth

$2.99

1 oz

16 oz

5 lbs

$11.99

$29.99

Featured Cook Judi

About: Every once in a while you have to take a moment to stop and see Recipe: Chocolate No Bake Ingredient: •  1 bag (about 16 oz.) shredded cabbage •  1/2 small red onion, chopped Instructions: •  In a serving bowl, combine the slaw ingredients. •  Using a blender

Editorial Calendar

•  Blog Centered •  Focused on:

–  Strengthening strong community of home cooks –  Leveraging guest blogger influence –  Educating community: quality, variety, company –  Capturing new audiences

•  Children of current customers •  Friends/Relatives

October Editorial Calendar

•  Site map

Editorial Calendar – Snapshot October

•  Daily blog posts –  Recipe of the Day –  Spice News

•  Weekly Content –  Home Cook of the Week (UGC) –  Guest Chef Recipe w/Penzeys Spices (Blog-SM) –  Guest Blogger post (Blog-SM) –  Penzeys Friends (SM)

SPECIAL EVENT: Columbus Day, Oct. 13 --

Today Penzeys is celebrating ‘Christopher Columbus

and the History of Spices’

RECIPE OF THE DAY – SPECIAL EVENT!

Robert de Niro’s mother’s Lemon Chicken prepared

with Penzeys spices.

Editorial Calendar – Snapshot October

•  Bill’s Note: owner talks…Customers love it! –  Business –  Community of home cooks –  Spices –  And more

•  Cooking Tips with Penzeys (Blog-SM)

COOKING TIP OF THE MONTH ‘TURN LEFTOVERS INTO

BESTOVERS!’ You’ll learn how to use Penzeys Spices to make BESTOVERS!

Love People, Cook Tasty Food!