Saving Dinner


CLIENT: Saving Dinner

TYPE OF WORK: Web, Branding, Social


THE CASE

Leanne Ely is a household name to thousands of families around the globe. The NY Times bestselling author has been planning menus to get families back to the table since 2001. Leanne is the author of Saving Dinner, a series of best selling cookbooks, and the founder of SavingDinner.com, which is home to her successful Menu Mailer Application – a subscription service that delivers weekly menus and menu planning customization. Saving Dinner has a huge following with over 100,000 daily readers of the Daily Dish and thousands more subscribed to Menu Mailer.

Although Saving Dinner had gained a huge following, the brand, site and most importantly the Menu Mailer application had become dated and presented a very limited user experience.

THE APPROACH

THEY completed a full brand, user-flow and content audit of all digital properties related to Saving Dinner, and mapped out an intuitive Information Architecture that focused heavily not only on efficiently delivering relevant content to users, but also on conversion metrics, ultimately converting users into Menu Mailer subscriptions. The project was deployed in two key phases: first, a fresh new responsive consumer site for SavingDinner.com (including an augmented brand-mark for SavingDinner), followed by a completely new Menu Mailer application, deployed to new and existing subscribers. Built from the ground up on a Laravel framework, this application provided an ultimate user experience while giving true power to the application administration team.

THE OUTCOME

Saving Dinner now has the foundation to bring their brand and company to the next level. In addition to the deployment of a new site and application, the brand has been extended into packaging, email marketing and social networks.  The user experience is consistent and connected throughout the entire digital experience. As a result, Menu Mailer memberships and additional subscription extensions are growing on a consistent basis.

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