E-Mail Template Redesign
New email template: Revised creative and UX to place higher priority messaging at the top of the layout.
My role: UX wireframes defining content, oversight of HTML coding upon creative hand-off to CRM partner Silverpop, QA of final templates, A/B testing of two different proposed designs, review of performance analytics on e-mail campaigns.
Wendy’s Real Time: A hub for branded content
Wendy’s Real-Time was a destination website defining the new brand positioning around "freshness,’” a key diferentiator in the Quick Service Rrestaurant competitive space.
Visitors to the site could filter homepage content to access fun facts about ingredients, social media content including UGC pulled in through API’s from Facebook, Twitter, and YouTube, and learn about the history of Wendy’s Old-Fashioned Hamburgers. Wendy’s was running multiple concurrent campaigns across various social channels as well as driving traffic to Real Time from their e-mail campaigns, and this site served as a temporary—but critical—element of the rebranding initiative.
The site was built on a custom CMS, through which content pulled by API calls underwent a manual approval process so that the Wendy’s brand team had control over social content displaying on the site at all times.
Programming on the site was done by Rokkan, who manifested our creative team’s vision with flawless attention to detail and in-depth technical consideration.
My role: Budgeting, management of vendor’s schedule as well as the schedule for client reviews, vendor management, UX on concept, authoring functional specification document for the vendor, QA, oversight of launch and UAT, authoring of specifications for back-end approval dashboard, legal review with client’s team to determine the brand’s position on allowing user-generated content to appear on a branded marketing site.
Display Units
As part of ongoing account production, our team produced display and rich media units for the launch of new salad menu items, Boneless Wings March Madness, Spicy Chicken Nuggets, Bacon & Blue sandwiches, and ongoing “It’s Real” brand campaigns.
My role: translating third-party media buys and insertion orders into size and specifications for our creative team, oversight of banner unit optimization to comply with file size restrictions, QA, trafficking.