Campaign Communications Phase 3: Public Launch Preparation
PHASE 3: PUBLIC LAUNCH PREPARATION
Six to twelve months before you plan to announce your campaign to the world, it’s time to start getting ready for that big day. A campaign launch is a moment of celebration and kickstart a years-long public phase, but it’s also a critical time to look back and celebrate past successes that got you to that moment.
It’s also the time to consider how the campaign will both embody and bolster your organization’s brand and reputation.
This is the stage at which many organizations will issue an RFP to identify and select a marketing agency with in-house capacity to produce key services and deliverables that may include:
Campaign launch communications plan
Campaign name and logo
Campaign film
Campaign microsite
Designed and printed case for support
Launch event design collaboration, invitations, and programs
A press release
Swag
On-site banners and signage
Promotional signage in the region
Developing highly visual elements, picking out the perfect logo, and creating an emotionally resonant anthem film is fun! And these things are essential for making sure the campaign stays front-of-mind for your constituents during the public phase.
However, it’s critical not to forget that public launch preparation overlaps with the leadership phase. That means that in addition to the collateral listed above, you will continue to have needs for:
Proposals and other customized communications for 6-, 7-, 8-, and 9-figure individual prospects
Impact communications that keep leadership phase donors engaged
Updated talking points that include how early leadership gifts are already being put to work. (Don’t forget to refer back to the original goals of your strategic plan!)
An exclusive celebration for your leadership donors in advance of public launch
At the same time, you have to prepare for everything that comes after your launch. If you don’t have an integrated campaign communications plan covering all phases, we strongly recommend you have a public phase communications plan in place well before the public launch. More on that in our next blog post.
If your organization is heading into the public launch preparation phase and prefers to work with a traditional agency, we are happy to recommend a few. Alternatively, you may choose to work with Weiswood, which assembles an experienced creative team that best meets a client’s specific needs and budget. Either way, we are happy to help and encourage you to contact us.