Product launch

PLANNING

• We organised a launch event  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.