Associations need to launch new products and services to satisfy member needs and generate non-dues revenue. It’s critical that a holistic approach is used to launch the products/services. I created a brand messaging architecture and go-to-market plan, resulting in surpassing marketing key performance indicators (KPIs) by 27-58% within 3 months.
An association invested over $500,000 over several years on developing standards for a tech-enabled data product that members wanted, culminating in the launch of live business benchmarking, a first in the industry. The association needed to meet aggressive sales goals as well as educate users on how to use the data.
A multichannel marketing and branding campaign for the new product, launched in July 2022, to generate buzz, gain early adopters, gather product feedback, and differentiate the product from its competitor.
Scroll down to see a photo gallery highlighting this plan.
Need a Go-to-Market Plan? Contact Me Today