The product launch campaign for The Catholic Children’s Bible consisted of three waves of teasers to build excitement for a new-to-the-world product, announcement materials, and trade show booth graphics.
The teasers involved direct mail postcards, e-campaigns, and social media posts using graphics from the new product. The announcement materials included a product information booklet, a news release, a fact sheet, a direct mail postcard, website graphics, e-campaigns, and social media posts. The trade show materials included a 6′ tall bible with turnable pages, an informative video, swag, and a VIP reception.
Teaser 1
The first teaser wave included a postcard, an e-campaign, website graphics, and social media posts that were pushed out three months prior to the product launch.
The postcard was the first announcement that the organization would be releasing a new-to-the-world product. Snippets of artwork from the final product were modified and used to build excitement.
An e-campaign was sent to targeted email lists shortly after the postcards landed in the mail. Like the postcard, it used snippets of artwork from the new product.
A rotating website graphic was added to the organization’s homepage, at the same time the e-campaign went out, announcing to all website traffic a new product would be releasing soon.
A social media post accompanied the e-campaign and website graphic announcing the new release to the organization’s growing social media audience.
Teaser 2
The second teaser wave included a postcard, an e-campaign, website graphics, and social media posts that were pushed out two months prior to the product launch.
Like the first teaser wave, the postcard was the first piece that landed. Snippets of artwork from the first teaser were modified and used to build on the excitement the first teaser generated.
An e-campaign accompanied the release of the postcard. Like the postcard, it used snippets of artwork from the first teaser wave.
The rotating website graphic was updated on the organization’s homepage, at the same time the e-campaign went out, continuing to build excitement for the new-to-the-world product.
A social media post accompanied the e-campaign and website graphic, serving the dual purpose of building excitement and growing the organization’s social media audience.
Teaser 3
The third, and final, teaser wave included a postcard, an e-campaign, website graphics, and social media posts that were pushed out one month prior to the product launch.
Like the previous teaser waves, the postcard was the first piece that landed. Artwork from the second teaser were modified and used to build on the excitement and show the release date was approaching.
An e-campaign accompanied the release of the postcard. Like the postcard, it built on artwork from the previous teaser wave.
The rotating website graphic was updated on the organization’s homepage, at the same time the e-campaign went out, building even more excitement for the new-to-the-world product.
A social media post accompanied the e-campaign and website graphic, again serving the dual purpose of building excitement and growing the organization’s social media audience.
Announcement
The official product launch was supported by a direct mail postcard, an informative booklet, a news release, a fact sheet, website graphics, and social media posts.
The first reveal of the new-to-the-world product was a postcard to an internal mailing list of customer who regularly attended a specific trade show where the big reveal would take place.
Coinciding with the trade show, a product information booklet was mailed to a mass mailing list of customers who were the target market for the product.
The week of the trade show, a news release was printed and mailed to the organization’s media contacts outlining the new-to-the-world product.
A brief fact sheet about the product was prepared and distributed to the trade show attendees, both at the trade show the product was launched at and the remaining trade shows of the season.
After the product was revealed, the rotating website graphic was updated and linked to the product page on the website.
Finally, social media posts announcing the reveal of the new-to-the-world product also went out to the organization’s social media channels.
Trade Show
The first trade show of the year marked the official product launch. At the trade show, the organization had additional floor space dedicated to the new product. In the additional floor space, a six-foot tall book with turnable pages was created. Numerous swag items were created to give away at the trade show and there was a VIP reception with custom die-cut invitations with a removable bracelet to be granted access into the reception.
Jessi Davidson 