26 March 2019
At the time of submission, Paradowski Creative has no items to disclose to Save-A-Lot.
If selected as your agency partner, we will negotiate and deliver a Master Services Agreement to govern all future work.
And through operational improvements, an expansion of owned offerings and ongoing rebranding efforts, you’re already investing in your brand experience — magnifying its appeal for current customers and converts alike.
As the single most accessible articulation of your brand, it is critical that your website extends and advances these efforts.
Your website is your calling card. It’s how you introduce yourself to prospective customers and make regular shoppers into loyalists and advocates. For Save-A-Lot in particular, we believe it’s how you can differentiate yourself from your competitors.
“Without emotion, we are biologically incapable of making decisions. Logic is often the last step in the process.”
To set yourself apart from other discount grocers, you have to connect with customers on an emotional level. Whether they’re young professionals, cost-conscious families, or seniors living on a fixed income, they all have to feel good about choosing Save-A-Lot even when price isn’t a differentiator.
So how can you offer practical benefits that also engender an emotional response? By providing your customers with value beyond the cart.
As stores like Aldi risk alienating legacy discount shoppers by limiting things like operating hours and accepted forms of payment, Save-A-Lot has an opportunity to provide more value, more holistically. Recipe content, digital shopping lists, pantry tracking and other functionality designed to make life easier and grocery shopping more convenient and cost effective can all help shift the perception of Save-A-Lot from “discount store” to “value creator.”
Your core team are your brand champions and stewards. They are committed to learning your goals and preferences. They are an extension of your team, and will provide thoughtful outside perspective and strategic justification for the counsel we will provide you.
We can say these things with confidence because this is how we operate with our clients now. And we invite you to contact them to discuss our style and approach to their brands. If we are selected as your agency partner, we customarily create a “week one, month one, year one” plan together. Measurable goals, defined strategies and success outcomes would be authored. We would set regular checkpoint meetings to evaluate progress. Our team would commit, and deliver, on a promise to add value to your business.
Every agency has a neat process that usually has rhyming words or a fancy acronym. While those might be catchy, we prefer a more straightforward approach. It boils down to five key steps:
After careful evaluation of your current (and future) site needs, we prepared a realistic timeline and budget that launches your site to the Save-A-Lot community before the winter holidays.
To accomplish this, we recommend that this project to be divided into two distinct phases to address both high-priority immediate needs and future-state functionality.
To address challenges and concerns with user and brand experience, we recommend rebuilding the Save-A-Lot website on a new CMS platform that works with all existing functionality of the site, but also has the capacity to handle larger initiatives and functionality as your company continues to grow. But, before we decide which CMS you should use, we will work with your team through a Discovery session to determine which CMS you actually need. This will result in improvements in overall user experience for internal and external audiences, as well as enhancements to content, searchability, deeper analytics tracking, and store information. This phase would launch mid-November — just ahead of the busy holiday season of shopping and entertaining.
The chosen CMS platform will also set the foundation for future growth and functionality. While it is important for the new CMS to provide a better user experience immediately, it is equally important for it to be able to adapt and build to work with the expansion of Save-A-Lot overall. We will ensure the new CMS system will be able to accommodate an integrated inventory management system, e-commerce, loyalty programs, specialized shopper accounts, and more for the Save-A-Lot team. This phase would kick off in early 2020, after we collectively review analytics and re-evaluate business and marketing objectives.
Own/Career Sites Integration
New Weekly Ad Tool
Ecommerce
Shopping List Creation + Mapping
As we put together our response, we made several assumptions about your business.
Save-A-Lot is looking to maintain their current customer base, while also attracting new shoppers. Our guts told us you should be trying to attract a middle-income, savvy family shopper.
We assume the overall business strategy and positioning of Save-A-Lot is not changing significantly with the new brand development. We understand this to mean that Save-A-Lot aims to be a leader as a low-price grocer while focusing on quality and customer service.
We assume Save-A-Lot will be making a significant media spend on a national level that is likely to drive visitors to the website on a near daily basis. We assume that there will still be a limited spend against traditional media for broader audience awareness.
Act as main liaison to the Save-A-Lot clients and responsible for deliverables, timeline and overall workflow
Art Direction, Interactive Design and CopywritingResponsible for the concepting of the site thematic, page creation and development oversight
Interactive DevelopmentResponsible for creation of the website infrastructure, including front- and back-end development for launch and deployment on the site
We’re eager to get started. When we do, this is what the process might look like (pending any key milestones noted on your calendar).
Beyond the initial strategy and redesign, Paradowski is invested in making your website an ongoing success. Additional agency offerings are currently out of scope, but are available for consideration.
A website maintenance SOW can be prepared based on needs following the site launch. Maintenance includes performing regular CMS platform security and plug-in updates.
Expanded analytics and reporting, including monthly reporting on visitor types, engagement and identified site conversions for one year.
Provide guidance for future content updates ensures that multiple authors of the site are contributing with a consistent tone and style of voice.
Based on learnings from Phase 1, we can discuss your needs for developing a content strategy plan that works towards business goals in tandem with the new site.
Captures the Save-A-Lot grocery store and Corporate Headquarters environments, people, key brand-defining visuals, etc. to create a more ownable content library.
Based on brand needs, we can provide design and copy support to refresh content each year. We can further discuss and develop a custom plan.
Paradowski
349 Marshall Avenue, Suite 200, Webster Groves, MO 63119
Paradowski is privately owned
Paradowski is organized to conduct business in Missouri
21626324
Gus Hattrich, President
Jean Kennedy, Sr. Account Director
314-922-6101 | jkennedy@paradowski.com
Kayleigh Longo, Assoc. Account Director
314-680-9028 | klongo@paradowski.com
Paradowski takes pride in providing a model where agency leadership is actively involved in our key account work. The team featured in this document will serve as key points of contact and will be responsible for the success of our relationship and work together. They will dig deep into your business strategy and be proactive in identifying opportunities to leverage your brand to achieve the goals outlined in your RFP.
These teammates are hand-picked to bring you a mix of both in-category and out-of-category expertise, so we can deliver solutions that are informed by your industry dynamics, while remaining fresh and differentiating for your category.
At Paradowski.com, you’ll inevitably find yourself reading about how many chicken wings Gus, our President, can eat during lunch. Or marveling at Brad’s hairstyles in the 90s. It happens.
But don’t miss the case studies. These efforts, in particular, are relevant examples of the kind of work we’d love to have the opportunity to create for Save-A-Lot Corporate.
Executive Director, Marketing and Communications at St. Louis Community College, may be reached at ktolson@stlcc.edu
Director, Brand Marketing at Bayer (formerly Monsanto), may be reached at jessica.simmons@bayer.com
Global Brand Marketing Director at The Climate Corporation, may be reached at robert.fishbeck@climate.com
