Morton Food Service Website Redesign

Be CreativeIn all we do.

Be CuriousAnd learn fast.

Have FunSolving tough challenges.

Have CourageTo challenge, take risks and make decisions.

Be a Powerful ForceFor good in our attitude and impact.

We bring the best of who we are to the best of what we do, every day.

https://docs.google.com/file/d/11jR9l3mMdThAjsBTkUS1_LMxzkWOW-Zx/preview

We believe a company’s ability to rapidly translate ideas into action is the ultimate competitive advantage.

What we know to be true.

FROMSELLING

PRODUCTS

TOENABLING PURCHASE

FROMDRIVING

AWARENESS AND AFFINITY

TOBUILDING

RELATIONSHIPS AND ENGAGEMENT

Tools & process we use to drive successful partnershipswith companies like Morton Food Service.

Agile model for faster delivery of value

Deep areas of expertise in small agile teams• Daily stand-ups to keep momentum• Group of experts working together• 2-week sprints, retrospectives • Greater collaboration • Share uncomfortably early and often

Evaluation of processes and current structure of the company.

Suggestions for improvement and process optimization.

Application design together with the client.

Application construction and implementation.

Evaluation and monitoring.

Sessions / Tools at Each StageKicking off our website

redesignCommunication &

Optimizing Process

• Pre-mortem

• Knowledge sharing

• Goal setting/Milestones• Business Priorities &

Marketing Goals• Strategic framework

• Honesty & Collaboration

• Budget Control Reports

• Weekly Check-ins

• Quarterly Reviews• Celebrations• Client Heartbeat Feedback

Getting to know each other

• Empathy• Discovery• Proposal• Education• Relationship• Expectations

• Brands & companies use this framework to drive decision making

• Tool used at the planning & strategy stage to decide what we should do and how it ties to business goals and priorities.

• Balances short-term tactics and long term planning and objectives

• Quickly identifies gaps and opportunities using an omni channel view of the marketing landscape

Growth Planning Process

How do we build a strong foundation from data?

How do we create early wins?

What tactics should we focus on to make progress towards our business goals?

How do we then measure success?

What tech can multiply our efforts?

Our Work!

http://www.youtube.com/watch?v=sE2tHxeD1UA

LEADERS IN B2B MARKETING

CONSUMER BRANDS WE’VE HELPED BUILD

Website Redesigns (2018/19)

From Brand Essence to Website

View London Born’s Websitehttps://londonbornwines.com/

References

Services: Branding, Web, Digital Marketing“We’ve been working with Jan Kelley since 2015. They are collaborative and easy to work with. What we appreciate most is the way the agency truly serves as an extension of our team. We can always rely on them for well defined strategies, a thoughtful creative approach and key messages which resonate with our business partners and customers. Projects are seamlessly handed over to our internal marketing group to execute and roll out. This approach allows us to get the most out of our agency – having them focus on the big picture – while keeping our costs down”

Liana Guiry Vice President Marketing, Revera Retirement Living

Services: Branding, Web"We needed a complete company rebrand in 5 months! Working with Jan Kelley was a true partnership. Capturing our unique strengths and spirit, not only did they create a dynamic new brand, they also developed an engaging plan to help us share the news with all 5000 employees. The response both internally and externally has been incredible. Thanks Jan Kelley." JD MacCuish, Vice President, Strategic Growth and Marketing, Dexterra

Services: Branding, Web, Digital MarketingWe engaged Shannon Ballard and Jan Kelley several years ago to help us re-imagine our entire brand identity. At the time, we were really at a crossroads as a company. We’d outgrown the old methods of doing things and there was a high level of dissatisfaction, both among employees and also clients, with the status quo. We decided to re-tool our overall strategic plan and embarked upon a wholesale change in the company’s culture. The linchpin of this transformation was the brand strategy and brand messaging work that Shannon and the team at Jan Kelley brought to the table. It was the signal to the marketplace and to employees that we were completely invested in changing our culture. We worked countless hours with Shannon and the team on brand strategy and narrative, messaging architecture, brand and visual identity, customer journey mapping, as well as all the myriad details relating to the successful internal and external launch of the new look and culture. The results of all of this work have been nothing short of inspiring. Our clients have a much clearer picture of who we are, what makes us different and how our story is unique. Employees are incredibly engaged and passionate about delivering our brand value. The logo [and website] that the team at Jan Kelley created for us has even made the inside spread of People Magazine (right beside one of our famous clients). All of this has been integral to delivering top line results that are up 40% since Shannon and the team got involved. It almost goes without saying that I would highly recommend Jan Kelley to anyone who is serious about taking their brand to the next level.

Scott Dunlop, President & CEO, Pyrotek

Services: Brand, Web, Social“I have been pleasantly surprised by the consistently high quality service delivered by Jan Kelley and would highly recommend their services to anyone looking for a hard working company in the Advertising sector.”

Tolga Tolun, Brand Marketing Specialist, Rustoleum

*we are happy to facilitate discussions with our clients (pending their approval) as required for specific references/questions.

OUR APPROACHMorton Food Service Website

Wordpress “2.0”With your requirements wordpress is the CMS of choice. We deliver a “Wordpress 2.0” approach, meaning we use wordpress in a unique way and supercharge it with our approach. You get a faster loading website, which improves visitor experience and helps you rank in search engines like Google.

• We build our wordpress sites using WPEngine and host sites on Amazon’s AWS servers. Meaning, our pages load faster, our content is loaded from a local location to the visitor and we deliver more value, faster.

• We customize the backend of our wordpress sites to make changes easy for your team to edit. We “de-couple” our content in databases with the front-end (React).

• Meaning, we use what Facebook uses to make sure your website loads fast and looks great.

PlanningProposalPre-mortemGuardrailsSprint Planning (if applicable)Project Kick-off

Website StrategySite Performance ReviewKeyword AnalysisAccessibility ReviewStructural Data Review

Solution DefinitionProject Scope / Statement of Work Functional & Technical Specifications

DesignInformation ArchitectureSitemap CreationWireframesDigital Copy Deck, Technical SEO & Designs

TestingFunctional QAUATWeb Accessibility Check/AODA ComplianceCross-browser & Responsive Design Testing

Launch, Analyze, Test, & ImproveMonthly Metrics & InsightsOptimization RecommendationsA/B Test ChangesTrack, Analyze, Optimize.

DevelopmentResponsive & AccessibleHTML, CSS, JavaScriptCMS and Back-end System Integration

Website Redesign Process

What is a pre-mortem?Our strategy to identify risks, setbacks and challenges at a project outset. This is typically where we would also cover the following:

• What does success look like? (within the team / within the organization?)

• What is the internal approval process for your organization?

• Who should be involved and at what stage?

• What is the best way to collaborate on feedback? Manage revisions?

• What internal processes/politics would affect the progress of this project?

• What else is happening in the organization that might stand in the way of our success?

Let’s walk through the stages

1. Critical Path & Pre-mortem

a. Critical PathOur detailed roadmap with realistic timelines, deliverables and milestones

b. Pre-mortem Our strategy to identify risks, set backs, challenges at a project outset.

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2. Website Audit & Benchmarks

a. Website Audit: - Review 2 competitors UX/UI, content

and acquisition trends- Keyword Analysis (search trends)

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b. Transition Benchmarks:- Establish website benchmarks for

pre-launch and post-launch evaluation of performance

3. Information Architecture, Sitemap, Wireframes

a. IA and Sitemap: The sitemap will graphically depict how a user would flow through the pages ofthe website. We would audit your existing recommendation and alter based off keyword trends and best practices.

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b. Wireframes:Creation of wireframes to specify page functionality and the user experience for determined templates:

● Home● News and Views● Services & Product● About Us● Customers● Join Our Team● Contact Us

4. Design & Copy

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5. Interactive Prototypes [Watch Video]

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6. Wordpress CMS Implementation

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7. User Testing

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User Testing Types:

• Functional QA, UAT• Web Accessibility

Check/AODA Compliance• Cross-browser• Responsive Design Testing

8. Google Platforms Set-up (2) & Dashboards

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● We build our wordpress websites to be easily used by content managers with no development experience.

● Our goal is not to build a website that requires external help to manage, the digital world moves fast and you should be able too!

● We provide face-to-face training, group training and up to 6 training videos (recorded by our analytics specialist) for showing content managers how to update/maintain the website.

● We also provide a Playbook on when you should ask for help, common questions and what tasks are easily managed by your team.

9. Content Manager Training Program

At this stage, your website is built, you are trained and we’re ready to launch!

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● For a period of three months after the website launches, we are here to help fix bugs (little bumps that happen from time to time), make up to 10 small changes (tweaks to design/layout based on user feedback) and answer questions (up to 15 hours).

● Our goal is to make the transition as smooth as possible and in our experience your team will need a couple months of getting used to your new site, the cms, how it works and what analytics is telling you.

10. Free Post-Launch Support

Who’s going to do the work? Our in-house team.

Core Team

Margaret KutaAccount Manager

Account Lead(Primary contact for MFS)

Andy PatrickUX Lead

Web Experience

Dave BarnesArt Director

Design Lead

Jen ReevesContent Strategist

Content Lead

Dev Team

Kevin WilliamsFront-end Developer

Front-end Developer(Dev Team Lead)

Klaus BanseBack-end Developer

Back-end Developer

Jaspal MarokJunior Developer

Junior Developer

We’re proud to talk about our team

● 2 of our 3 developers have over 15 years experience in front-end and back-end development. Klaus has been with Jan Kelley for 20+ years.

● We won 7 awards for our websites and brand experiences last year (2018)

● Our agency has an average tenure of 7.2 years and the average tenure of the typical Toronto agency is 2 years.

● Our agile team’s allow us to work with startups, small companies right up to multinational brands.

● View our team’s LinkedIn profiles on the previous slides for detailed experience

Chantel BrotenPresident & CEO

*Josiah ShelleyVP, Digital Strategy

*Geoff RedwoodCreative Director

Lynn RidleyVP, Creative

Shannon BallardVP, Customer Innovation

Leadership Team Support

*Mapped to support Morton Food Services

Phase Tasks Our Time Your Time

Planning & Strategy

1. Project Scope / Statement of Work 2. Functional & Technical Specifications3. Site Performance, Accessibility, Structural Data Review4. Keyword Analysis

3-4 Weeks4-6 hours

2 Meetings

Build

1. Information Architecture & Sitemap2. Wireframes3. Design & Copy4. Prototypes & Development5. Wordpress Implementation6. User Testing7. Dashboards, Analytics

6-8 Weeks8-10 hours

3-4 Meetings

Launch

1. Content Manager Training2. Re-direct Mapping Process3. Update DNS4. Submit XML Sitemap5. Tracking Implementation & Review

1 Week6 hours

2 Meetings

Post-Launch 1. Fix Bugs2. Support & Monitor Performance

3 Months(up to 15 hours)

-as required

Project (Website Phase I)

Project (Website Phase II)Assumptions

Online Ordering- The requirement is to create a page that contains a button that will link to a seperate

ordering platform, we will not be building out the ordering infrastructure on the website on a hidden page (shopify or similar, see our London Born website for an example).

Services, News & Views Page, Grass Roots Campaign- We will build this as a part of this project and proposal and will be hidden. We will provide

an instructional video to bring this live.

Project Budget (Phase I and II)

Notes:Pricing has been shown in ranges to show the floor and ceiling budgets. Low end of budgets account for mid/low sophistication in design requests, rounds of revision. The faster we move, the lower the budget required. Deliverables can be adjusted or removed based on Morton Food Service priorities, needs and budget. HST will be additional. *Highly recommended but ultimately there are ways to mitigate the costs through alternatives (eg. Skype vs. In-person)

Deliverable Budget

Planning & Strategy- Project Scope / Statement of Work - Functional & Technical Specifications- Site Performance, Accessibility,

Structural Data Review- Keyword Analysis

5,150 - 8,200

Website Build- Information Architecture & Sitemap- Wireframes- Design & Copy- Prototypes & Development- Wordpress Implementation- User Testing- Dashboards, Analytics

35,100 - 43,950

Deliverable Budget

Launch- Content Manager Training- Re-direct Mapping Process- Update DNS- Submit XML Sitemap- Tracking Implementation & Review

4,500 - 6,000

Post-Launch Support no fee

Total Budget 44,750 - 58,150

Other Budget

*Hosting Fees $2,750/annual

*Enhanced Plug-ins (auto-backup, spam filter, etc.) $500/annual

Hourly Rate (blended) $165/hr

*Team Travel Budget(3 in-person meetings to Windsor) $1,500

Payment Terms

● We know that not all companies looking to rebuild websites have the same flexibility with payment terms and payment schedules.

● Your account manager will work with you to establish a payment schedule that you feel comfortable with.

● Most of our web redesign projects prefer to break the payment schedule in alignment with the project phases (3) with 40% upfront, 30% at the start of development and 30% at completion.

● Our standard terms on invoices are net-30.

Website Requirements We Will Deliver

● We always build for Desktop, Tablet and Mobile optimization for the latest version in:○ Google Chrome, Safari, Microsoft Edge, Mozilla Firefox, Opera

● Jen Reeves (our content lead) and Andy Patrick (ux lead) have reviewed your sitemap and have found ways to optimize how you have organized it. So we will ensure your content is organized for a more effective access to information with additional functionality available.

● Our developers have built using Google Custom Search and also integrating Google Custom Search into Google Analytics so you can see what people are searching on a monthly basis and if there should be optimization to content based on data.

● Self-maintained through Wordpress to all commonly used areas of the website (commonly used areas to be fully defined in the critical path and at kick-off starting the project)

Jan Kelley 2019 Web Project Standards

Every project we do ensures that we’re meeting the standards listed below.

● Build to meet user needs, not necessarily to make a boardroom happy (user testing)

● Built to compliance with AODA and accessibility standards (it’s now the law)

● Ensure fast loading times (SEO ranking and UX factor)

● Develop for responsive/mobile, future ready sites (mobile optimized design)

● Enable advanced analytics (data-driven dashboard and automated website reports)

● Optimize for SEO (over 75 best practices implemented)

● Enable the CMS for easy editing and to publish fresh content (through authoring guidelines and training)

● Optimize for conversion with strategic call-to-actions and design (lead generation best practices)

● Meet brand standards throughout the entire website (improve UX, brand experience and usability)

● Easy navigation based on our UX expertise (user testing and Jan Kelley UX best practices)

If selected, we would co-create a final detailed project scope and critical path.

Thank You!

You had us at hello.Let’s keep this convo going.

Josiah ShelleyVP, Digital Strategy905-220-4111 // jshelley@jankelley.com