building a product launch strategy
Case study

HomeOur workProduct launch

TPP 1 size
British-Museum-Inside-Photo
TPP 1

Product launch

Project

When automatic enrolment was launched a number of existing pension schemes had to look at their offering, and many new schemes were born. This product launch from a niche provider took a master trust proposition to the whole market. It was a full year before the earliest employers were due to meet automatic enrolment duties, but a new product from a small existing provider needed to make a mark.

Objective

PLANNING

  • We organised a launch eventĀ  at the British Museum - guests needed to be invited, event collateral and giveaways needed to be created.
  • There were three key audiences that needed to be considered: members, employers and advisers.
  • Post launch, ongoing marketing communications must be considered.

WRITING

  • From web copy through to member animations and adviser guides, the content creation task was immense.
  • The overriding principle for all of the communications was simplicity. This product was for the masses not just the financially elite.
  • A collateral register could not be overlooked as it was vital all content could be tracked and updated regularly following launch.

DELIVERING

  • We had just under 8 weeks from booking the launch event to ensure we had all materials prepared. To hit the deadline we had to manage multiple suppliers and work in complete unison to maintain a single tone of voice and consistent messaging.
  • The ongoing activity post event was as important as the launch - so not losing focus on the long term was critical.

Actions

  • Identify audiences and key materials needed for launch and post launch.
  • Create all materials, brief and manage design and print agencies, ensure all materials were compliance approved.

Rating

Channels

  • Letter
  • Brochure / Flyer
  • Email
  • Website
  • Social media
  • Blogs
  • Events
  • PR
  • User guide / report
  • Scripts (IVR / call centre)

KPI's

  1. Launch event was huge success.
  2. Recognised for market leading member communications.
  3. Alignment between business development and marketing ensured rapid and sustained growth.
LET'S TALK ABOUT WORK
Ask questions, bounce ideas or talk specifics - we're all ears.

Purinky Products

We know pensions, and we're really quite fabulous at marketing, PR, content and delivery! We'll get into the nitty gritty, draw out the things your audience care about, and leap over those compliance challenges like the winner at the Grand National! We are Untamed Marketing.