New Brand Rollout Campaign
Summary
Brand launch best practices – implement a rolling launch to keep the conversation going about the new brand among key stakeholders, internal and external audiences.
Tools & Tactics
Rollout activities should be six to eight weeks before official launch date (August 21).
Advertising
- Buy “teaser” (coming real soon) advertising in local and regional media including:
- The Pilot
- The Daily Advance
- Inside Business
- New Journal & Guide
- Richmond Times-Dispatch
- Virginia Business Magazine
- Create a specialized media list (publications interested in the business of branding)
- Stage a series of pop-up events to introduce new brand (on campus, Opening Session, downtown Norfolk, civic league meetings, Agoge Week, etc.)
- Stage a pop-up event where employees, students turn in old NSU clothing in exchange for new; promote a clothing recycling project with I:CO (I Collect USA)
- News releases (new brand general announcement & pop-ups; subsequent releases announcing each pop-up event, etc.)
- Teaser messages, key messages and images posted social media channels (new photos)
- “Leak” promotional items in a preview-type to interested media
- Post news releases in NSU Newsroom
- Create video – story of new brand development; post on social media channels
- “Leak” promotional items in preview for key stakeholders including alumni; direct mail with a teaser enclosure message
- Take images of employees “marking through” old logo on tote bags or t-shirts and handwriting new logo; post photos to social media
- Create special edition of “Making Waves” – all about the new NSU brand
- Create specially designed “campus announcements” with coming soon messages
- Create teaser web banners; marquee messages
Web Advertising
- HBCU Digest
- News channel websites
- YouTube
Broadcast Advertising
- Local and regional news stations
Publicity Tactics
Evaluation Evaluate social media analytics early August
Create a telephone log for audience response
Analyze web stats for audience response and feedback
Review WordPress analytics (special edition)