LOOKING TO LAUNCH Pla nning For Success-

THE AIM OF THIS WORKSHOP To introduce a practical framework to help you plan, execute & evaluate a PR launch

WORKSHOP 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 Context 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: The 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 Expectations 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 Expectations 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 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: 10 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 Launch 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 Launch 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: The Launch Elements 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 Elements 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 Proposal 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 Proposal 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 Phasing 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 Phasing ‘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: Programme 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 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 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... Ready... Steady… LAUNCH!

LOOKING TO LAUNCH Pla nning For Success-