Pillsbury Monthly LT Check In

July 2012

Agenda

• Goal: Group discussion on first 60 days

• Share Progress On Many Fronts– Operationalization of Future of Marketing– Modern Campaign Ecosystem

• Campaigns• Always-On• Real Time Learning• Culture Evolution

– Candid Discussion Working & Still Optimizing

• Align on Optimization Game Plan

• Baking Future of Marketing Roadmap

RUN BUSINESSES

BUILD BRANDS

LEAD TEAMS

Build the Most Advantaged, Effective & Agile Marketing Organization

Future of Marketing Journey

Division Launches:

F13

MarketingTalent

Management:

F13

Long Term Accelerators:

F14 + Beyond

– Continued Culture Evolution• Great Manager • Objectives & Rewards

– Future State Planning• Process• Frameworks• Flexible Budgets

– Capabilities Evolution• RT Data & Insights• RT Content & Media• RT Incentives• Virtual Team Communication

– Accelerating Mindset Shift & Behavior Change• Training• Reduction to Practice

Support

– Resources to Expedite Change

• Digital & Social Team• Program Tailor

– Foundation• AMM Job Content

Optimization• Marketing Competencies

– Integration• Attract• Develop• Deploy • Assess

Pillsbury Overview: First 60 Days

• Strong start & division ownership• Maintained support / reduced to practice through Refuel• Accelerate momentum through behavior change

Kicked Off: May 1st

Project Refuel: Late May

PB/BakingMid July

1. Operationalize FOM

• Crafted the Modern Brand Vision & Strategy

• Created roles & responsibilities for Digital Team

• On-boarded Digital Team

• Reduced Agency Fees to Enable FOM Support

• Developed the Division Training for FOM

• Completed Construction of Digital Room

• Set Up Communication Plan

Develop the Modern Brand Vision & Strategy & Enable It through a New Digital Team

Cultural Evolution

Pillsbury Modern Brand Progress

Digital & Social Team Ecosystem

Platform Manager Tricia Schillinger & Team

Digital LeadChris Carpenter

Community Specialist

Jessica Wangsness

Digital SpecialistEleana Johnson

Core Division Team

Agency Team

Existing iMkt/GCOM Team

Digital Mkt

Relationship MktAgency

Saatchi / McCannAccount, Creative, Media

Production

Digital ProducerMuffie Taggett / WPP

Data

Digital DataMatt Wilson / Andrew Janis

Digital & Social Division Team:We are Enablers

• Thought Leadership– Close Brand Team Partnership Expedites Change– Division Digital Fluency– Solidifies Behavior Change

• Modern Brand Ecosystem– Bring the AO + Campaign Worlds Together– Enables Arrows & Iterative Learning– Enables Brand Teams to Orchestrate

• Executional Support – Social Community Management– Tighter Digital Integration– Enables Agile Brand Teams

2. Modern Campaigns

Deliver Fully Integrated & Impactful Digital / Social Campaigns

• Stronger Central Leadership of Digital Ecosystem

• Create more holistic approach to campaign development

• Pilot new Digital & Social Campaign Process

• Deliver stronger campaign execution

Modern Campaign Pilot

Artisan Pizza Crust Launch: Pilot Campaign

Key Process Improvements:• Unified briefing and creative presentations• Single POC for both partners and marketing team• Cross-team collaboration around ideas vs. touch points• Test/Learn/Measurement plans

Now Utilizing Pilot Learnings!

+ 5 More Campaigns Launching or in Development

1. Crescents/Biscuits: Weekday Meals aperture support2. Sweet Rolls/Cookies: Anytime Moments aperture support3. Toaster Strudel: Summer and BTS programs4. FTO Biscuits: Honey Butter launch5. Totino’s Party Pizza: Mom Up, America!

Digital Modern Campaign RACI

Digital Campaign Development Process/RACI - WIP

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DIGITAL CREATIVE & MEDIA DEVELOPMENT1 Align on Digital Strategy Worksheet A C C R C C C C C

2 Brief Digital Creative & Media TeamsDevelop Digital Creative and Media Together

A I C C RL C I R

3 Cross-Team Collaboration on Creative Concept & Media Plan Development C A R C RL R R3.1 Consult with Creative Team on Ideas and Creative Approaches C A C C R C C4 Present Orchestrated Round 1 Plan to Brand Team (creative and media plans) A I C RL I R C R R R

4.1 Integrate Digital Components into Broader Activation Plan Presentation (if applicable) A RL R C C

5 Cross-Team Collaboration on Final Creative Concept & Media Plan Development C A R C RL R R5.1 Consult with Creative Team on Idea and Creative Refinement C A C C R C C

6 Final Orchestrated Plan (Creative Storyboards and Media Flows) to Brand TeamCheckpoint: Storyboards; Last Step Before Production Begins

A I C RL C R C R R R

6.1 Integrate Digital Components into Broader Activation Plan Presentation (if applicable) A RL R C C

7 Evaluate Needs and Select Production Partner (excludes website work) C I A C R C C8 Develop Production Plan and Schedule C I A C R C C9 Manage Production Resources and Process I I A RL R10 Tag, Traffic and QA assets for launch I I I C R C A R R11 Review in-market performance and make optimization recommendation A C C C R C I C RL

12 Iterate to Optimize PlanOptimize Media, Creative, Creative Rotations, Etc.

A C R C C C C C RL

13 Final Campaign Report to Brand Team A C RL R C I R C R

PAID DIGITAL CAMPAIGN DEVELOPMENT PROCESS & RACIIncludes:Basic paid media campaigns with no additonal activationDigital components of broader campaign activation plans led by IMC or agency

Assessment of Campaign Progress

• Internal leadership of processes

• Collaboration across agencies & internal team

• Translation of brand purpose, campaign and key strategies to creative

• Digital & Social Team Capacity

• Process/RACI Documentation

Going Well

Still Optimizin

g

3. Always On

Lead & Enable Best in Class Always On Vision, Strategy & Execution

• Dimensionalize Brand Purpose

• Create Always-On Strategic Framework

• Utilize Pursuits to Develop a Content Plan & Editorial Behaviors

• Leverage for Listening & Iterative Learning

• Use Always On to Strengthen Future Campaigns

Always On: Great Foundation!

Brand DNA:Ease. Versatility. Inspiration. Empowerment. Celebration.

Pursuit 5:Celebrations: New & Old

Pursuit 3:Celebrating makers

Pursuit 4: Making & taking moments

Purpose:We inspire and empower the maker in all of us

Pursuit 1:Ideas made easy

Pursuit 2:Making possibilities

JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY

Ideas Made Easy

Making Possibilities

Celebrating Makers

Farmer’s Market – Grilled Pizza

Make Sale

Text 4 DinnerCooking classes

Mini Make-off Meet the Makers 2Meet the Makers 1

Always On: Where We Are Now

*ILLUSTRATION ONLY*

• All Teams Generating Ideas in Pursuits– Marketing, Agencies, IMC, Relationship Marketing, etc.

• Next Steps: Bringing Small Bets to Life in Pursuits– Create & experiment to complete Always On content– Build on ideas with heat– Develop intuition & pipeline of ideas…

Always On: Internal Voice

Establishing an internal voice for Pillsbury + developing modern

content plans based on pursuits

Always On: Totino’s On Journey!

Totino’s Conducted 6 Week Social Listening Audit

--

+

Usage of Post

Senti

men

t

Insight Engagement

0

Content Category

Buying Intent

Eating

Finished Eating

Sharing Experience

Commercial

2,672,597

59 17,206

1,331,791

609 199,272

334 376,566

480

3,170

Always On: Legal Guardrail UpdateGetting started Guidelines for new-initiative approval Executing content and conversationsCreating content Basic guidelines for what content needs approval and what doesn’t Guidelines for videos Curating content Guidelines for what’s OK/not OK with content curation Risk management Social Media Hotline process and protocol RACI for PBUS social, including risk management Training on the above eLearning Team training Online manual

Assessment of Always-on Progress

• Always On Foundation

• Establishing & aligning on key pursuits

• Transition to internal community management

• Content experimentation

• Continue development of Pillsbury Always On journey

• Groove process of executing small best

• Always On Planning

• Finalize Guardrail Alignment

Going Well

Still Optimizin

g

4. Enable Real-Time Learning

Enable Real-Time Listening & LearningWhile We Market

• Leverage Real-Time Data to Guide Business Decisions• Weekly Dashboard• Business Questions

• Reduce Real-Time Learning to Practice of Mindset Shift• Listen• Incubate Ideas• Iterative Learning

Real-Time Learning: Dashboards

Digital Data & Social Listening Dashboards

Real-Time Learning: Audience

Makers

Food/Recipe Making

Gardening/ Home Improvement

Craft Arts

Dimensionalizing Pillsbury as the Making Company

Real-Time Learning: Core Products

Regional Language Variations Highlighted in Pillsbury Site Search - Artisan Pizza Crust

Real-Time Learning: Food Ideas

Grands Food Idea Investigation

Findings: Casserole has high recipe views + high usage of biscuits in recipe. Recipe Recommendation: Classic Chicken Pot Pie, Sloppy Joe Casserole

Opportunity Identified: While Dessert has the most recipe views by category, there are very few biscuit recipes indicating expansion possibilities

Real-Time Learning: Small Bets

Totino’s Tuesday Topics: Championed their own play time

Assessment of Learning Progress

• Cross-team collaboration

• Commitment to change

• Data & Social Dashboards

• Ad hoc learning support

• Digital & Social Team capacity

• Real Time data capabilities

• Deeper data mining & insights

• Ongoing reporting & dashboards

Going Well

Still Optimizin

g

5. Culture Evolution

Goal: Accelerate Mindset Shift & Solidify Behavior Change

Tailor Prep

Leading in Change

Hyper Island

Modern Campaign Jumpstart

First Fifteen: Listening

Play Dates: Ideas &

Learning

Working Lunches

Iterate to Great:

30/60/90

Training Reduction to Practice

Pillsbury Vision is Motivating

Pre Future of

Marketing

One Year Later Vision

Pillsbury Mindset Shift to Enable Vision

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

The digital revolution is causing a cultural shift with far reaching implications Create marketing for a digital world

Focus on service and usefulness: enrich lives & solve real pain points

Purpose-driven brands add value beyond product benefits

Get out & play: discover ideas everyday through data

Our brands aren't our own...they belong to consumers

In a networked world, people are the new medium

Look at the trajectory of current trends & be open to disrupting yourself

Empower people to work in perpetual beta

‘Ad-provise’: listen first, think big, start small, move fast.

To Go: Solidify Mindset Shift into Long Term Behavior Change

Inspire through modern examples

from various thought leaders

Upcoming Lunches:• 7/19: First 15 & Play

Dates• 7/30: Hyper Island f/u w/

Tim Leake• 8/16: Sharepoint(!)• 8/30: Value Creation

Other Topics• Zeus Jones Purina Case• Digital Cannes Lions• BT-11: Reese’s Always On• Consumer Co-Creation• Digital Experiences• Learning thru Content

Discover what’s happening in the digital world around

our brands each day

Semi-guided ideation sessions to create &

make small bets

Play DatesFirst 15 Working Lunches

Communication Hub

Daily

Online community & blog to share latest news, thinking

& examples

Bi-Weekly

Assessment of Cultural Evolution

• Mindset Shift

• Commitment to Change

• Brand Team Change Leadership

• Digital/Social Team Impact

• Progress to Date Despite Refuel

• Sustained Training Program

• Communication & Support

• Incentives & rewards

Going Well

Still Optimizin

g

Optimization Game Plan

Behavior Change

Communication Clarity & Fluidity

Role Clarity

RACI & Process Documentation

First 15, Play Dates, Working Lunches

BT11 Projects w/ Digital COE

Piloting Communication Hub

Full Team Role Evolution & Clarity

Documentation for Always On, Campaigns & Learning

Real-Time Learning Optimizing Data Capabilities

Baking Key Dates

Kick-OffDivision Kick-Off 7/18

Training SeriesTailor Implementation Preparation 7/23Leading in Change Training 7/25Hyper Island 2-Day Session 8/1-8/2Mini Hyper Island for Extended Team 8/3Modern Campaign Jumpstart 8/6All Agency Session August

(TBD)

Reduction to Practice SupportBrand Building LT Check-Ins Aug-

DecTailor Iterate to Great Sessions 30/60/90 DaysMod Campaign Iterate to Great Sessions 30/60/90 DaysWorking Lunches 2X Per Month