VIII. PC Insiders Subscription - Pilot
What did we create?
We created the initial consumer experience of the PC Insiders Subscription service through championing everything consumers have already come to know and love about the President’s Choice brand. Brand positioning
Value proposition
Communications structure
Naming conventions
Why is this project one of my faves?
How often are you tasked with piloting a brand new subscription service for Canada’s leading grocer? Basically never. I had never been a part of a pilot project before, so this whole experience was new for me. While I’ve launched many products and services, I’ve never been included in the piloting experience, which I’ve learned ultimately informs the final launch.
It was a learning experience for me, which, I now know is the whole purpose of a pilot. We had the chance to develop the communications structure, branding and positioning for the new President’s Choice subscription service, PC Plus.
What role did I play?
Account Supervisor - Sid Lee TorontoGatekeeper. We worked together as a unit on this project, client and agency. Sprints was the name of the game. We were tasked with developing the naming conventions, brand proposition and branding all within a 6-week timeframe for the pilot. It was imperative that all parties were informed of the progress, inclusive of regular check-ins. This was where I provided the most value, developing expedited, but achievable workback schedules, monitoring the agency team’s level of effort (reporting on hours against budget regularly), and leading strategic and creative reviews with identified stakeholders almost every other day.
I managed the information flow on either side of the gate, client and agency.
How did I add value to the project?
I knew what was happening with every aspect of the project at all times. I informed every next step, and was leveraged as the resource hub for both the client and agency teams. To be put simply, I made things happen by knowing about everything related to the project.Who did I learn from?
Marketing: Martha Bushell, Sandra DanielCreative Director: Jennifer Rossini
Creatives: Bobby Martiniello, Gabrielle Makarewicz
Strategy: Nancy Chen, J.J. Sullivan
Account Planning: Joanna Jamison
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