Website AIMS Grid &

Interactions Brief

1.29.16
 THE JOURNEY WE’RE
ON TOGETHER
 Brand Positioning Alignment
 Website Audit
o Today - AIMs Grid & Interactions Brief Review
o Early February - Brief Creative Team

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 AIMS GRID

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 PURPOSE CUSTOMERS/STAKEHOLDERS
Why are we doing this? For whom are we doing this?
Whom do the results impact?
In order to prove to customers that Earth Balance is the
leading, and most craveable, plant-made food brand Primary Audience:
we will: • Brand loyalists
• Drive education and engagement with the Earth
Balance brand, compelling new and loyal consumers
• Prospective customers
to explore their delicious product line, recipes, and
content Secondary Audience:
• Make every touchpoint delicious via mouthwatering • Pinnacle, Boulder Brands, and Earth Balance
food porn team members
• Modernize Earth Balance’s website to keep pace
with current technological platforms, mobile usage,
• Media/PR
and aesthetics

END RESULT SUCCESS CRITERIA

What is our deliverable? Against which criteria will the result
What do we need to achieve? be measured?

• Proof that Earth Balance makes plant-made
food craveable
• An online brand experience that inspires
consumers to engage with Earth Balance
via interactive features, information, and
community content
• A hub for Earth Balance’s social platforms
• A mobile-optimized Earth Balance site
• Increased site visitation (unique and
repeated)
• Longer average session duration
• Product locator pageviews
• Newsletter sign-ups
• Make EarthBalanceNatural.com #1 in
SEO/SEM for search terms such as vegan,
vegan recipes, plant made, etc.
• Increase in social channels’ following

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 INTERACTIONS
BRIEF

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 ASSIGNMENT

Transform EarthBalanceNatural.com into a

destination that captivates the imagination and
taste buds of [plant made] food enthusiasts.

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 AUDIENCE
• 35 – 44 year olds
• Busy moms
• On top of trends
• Proactive about living a healthier,
cleaner lifestyle
• Passionate and knowledgeable
about food
• Love to create and share food
with others

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 SUMMARY

Craveable plant-made food for all.

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 INSIGHT

We know natural, plant-made foods are good

for us, but they're boring and lackluster.

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 QUESTION

How do we prove that Earth Balance is rescuing

good food from boring stereotypes?

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 USER SCENARIOS
1. Customer wants to learn more about who is behind Earth Balance, its
brand history and values.

1. Customer wants more info on the Earth Balance product, what goes into it,
responsibility practices, etc.

1. Customer has tasted one Earth Balance product and wants to see what
else the brand has to offer.

1. Customer wants to find out where to buy Earth Balance products.

1. Customer wants ideas for recipes and how to use Earth Balance products.

1. Customer wants to connect with and participate in the Earth Balance

community.

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 NEXT STEPS
• 2/2 - Receive feedback on AIMs Grid & Interactions Brief

• 2/5 - Made to share updated AIMs Grid & Interactions Brief with EB team

• w/o 2/8 - Brief Creative team

• 3/1 - Client Creative Review

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THANK YOU.