LOOKING TO LAUNCHLOOKING TO LAUNCH

PlaPlanning For Success-nning For Success-

www.silverfoxtraining.com

THE AIM OF THIS WORKSHOPTHE AIM OF THIS WORKSHOP

To introduce a practical framework to help you plan, execute & evaluate a PR launch

WORKSHOP OBJECTIVESWORKSHOP OBJECTIVES

Manage client expectations Plan your launch effectively Recognise the universal launch elements Put together a practical launch proposal Phase your launch to optimise results Reality check!

Session One: The Launch In Session One: The Launch In ContextContext Everyone knows a good launch when they see

one, and the reverse is just as true

The launch is a high risk, high reward activity - welcome to the ZONE

It really puts PR professionals on the line and makes us back our judgements & market knowledge

Session One:Session One:The Launch In ContextThe Launch In Context

Our clients trust us, and pay, to deliver success

There is really no such thing as a successful re-launch

You have one chance to get it right

Session One One: Managing Session One One: Managing ExpectationsExpectations Begin the launch exercise by interrogating the

brief & gathering intelligence

Talk to the people who have developed the product or service - what is their take on it?

Meet the sales team - what market testing have they done, who have they talked to?

Session One: Managing Session One: Managing ExpectationsExpectations Liaise with the marketing team to ensure the

launch is INTEGRATED with other promotional activity

Explore with client what they actually expect to achieve - begin to manage their expectations

Budget & Timeline - what is realistic & practical in context?

Session One: 10 point plannerSession One: 10 point planner

Sizzle quotient - is there one?

Three-way approach - set one out

Celebrity endorsement Who might fit the bill

News release: can I see the story in my head?

Visual angle: what might work to look at?

Session One: Session One: 10 point planner10 point planner Story pitch: National, regional, local, trade, web

Precedents: what can I learn from that works?

Client expectations: How should I manage them?

Budget: Is the money there to support my ideas?

Capacity: if we got the job, could we service it?

Session Two: Planning The Session Two: Planning The LaunchLaunch

THE BRAINSTORM! Great ideas are not the monopoly of seniors - get people at all levels & from all divisions around a table to be creative.

THE CONSUMER LAUNCH: needs clear touching points with the public; values consistent with the brand; look for association or endorsement to provide identity or ‘face’.

Session Two: Planning The Session Two: Planning The LaunchLaunch THE TRADE LAUNCH: Be creative but think

about leveraging existing opportunities where audiences might already be gathering

THE ‘SOFT’ LAUNCH: Your launch doesn’t have to be high profile or expensive - it can be achieved through existing networks

THE ‘DON’T DO IT’ LAUNCH: Run a mile from no hopers

Session Two: Session Two: The Launch The Launch ElementsElements THE FOCUS: Something out of the ordinary must

happen, an event

THIRD-PARTY ENDORSEMENT: A ‘face’ creates visibility, credibility & recall

PHOTO-OPPORTUNITY: Think about a visual pull - what will the camera love that might help to get the message across?

MEDIA STRATEGY: A well planned and managed media strategy is vital to launch success. Manage this closely

Session Two: The Launch Session Two: The Launch ElementsElements INFORMATION: news releases, press packs,

photography, q&a’s, spokespeople - the list of supporting material is a long one

ACTION PLAN: The launch need a highly evolved action plan with responsibilities & a timeline

LAUNCH TEAM: Get the right mix of people for the job - you might use the ‘Teamstart’ approach

Session Three: The Launch Session Three: The Launch ProposalProposal OBJECTIVES: Set clear & precise objectives, which

everyone buys into

SUCCESS CRITERIA: These need to be set beforehand, to provide a context and ensure an agreed way of measuring outcomes. Monitor & evaluate!

LAUNCH PLAN: The proposal sets out the strategy, tactics, timeline & budget for the launch

Session Three: The Launch Session Three: The Launch ProposalProposal

PROGRAMME: Provide the required level of detail:

– What; When; Where; Who; How; What cost;

INTEGRATE ACTIVITY Make sure that the PR element of the launch integrates with other marketing activity to maximise impact:

– Advertising, direct mail, roadshows, speeches, results

Session Three: Programme Session Three: Programme PhasingPhasing PRE-LAUNCH PHASE: Focus on:

– Integration of marketing tactics– Press kit– spokespeople– Media training– Pre-briefings– ‘teaser’ campaign to build up expectations &

generate buzz

Session Three: Programme Session Three: Programme PhasingPhasing ‘GO-LIVE’:

– Check the news agenda

– Set up Press Office

– Implement action plan

– Photo-opportunity for mid morning

– Electronic news distribution

– Web announcements

– Resource correctly

– Be flexible & able to respond to changes in plan

Session Three: ProgrammeSession Three: Programme Phasing Phasing POST-LAUNCH:

– Follow-up stories– Photography– Down the line interviews– Response details– Keep a detailed log of activity– Stay in close touch with the client– Build accurate reports, manage expectations early

Session Four: Channel Session Four: Channel Integration Integration Advertising: trade & consumer, OTS driven Direct Mail: response rate driven Telesales: Targeted phone selling Exhibitions: measured by footfall & leads Product demos:Reach existing customers &

prospects Roadshows: Take it round the country

Session Four: Channel Session Four: Channel Integration Integration Launch events: Plan four weeks ahead

– Invites: targeted lists, powerful message – Personality: relevant person to front it up – Presentation: short but focused – Information:Something for people to take away – Follow-up:Letter of thanks – Smart database: Build in new information

FINAL THOUGHT...FINAL THOUGHT...

Ready...

Steady…

LAUNCH!

LOOKING TO LAUNCHLOOKING TO LAUNCH

PlaPlanning For Success-nning For Success-

www.silverfoxtraining.com