Creative Brief Product Launch |
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| 2007-11-06 | No history |  | Add My version | |
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| This is a sample from Mindjet MindManager Map Library.
http://www.mindjet.com/eu/download/map_library | |
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| outline | |
Creative Brief Product Launch
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1 Overview
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The new MindManager will help
organize and more effectively present
the tools and capabilities you need. Our
goal is that those using the new release
will find it easier to quickly discover
and use more of the capabilities that
MindManager has to offer, enabling you
to work at your best!
1.1 Measurable objectives
1.1.1 Leads
1.1.1.1 # of new leads
1.1.1.2 # of responses
1.1.2 Clicks
1.1.2.1 # of new leads on landing page
1.1.2.2 % click-through to offer
1.1.3 Sales
1.1.3.1 $ revenue
1.1.3.2 % increase
1.1.4 Downloads
1.1.4.1 # of trials
1.1.4.2 # of purchases from trials
1.1.5 Web Impressions
1.1.5.1 # of unique visitors
1.1.5.2 # of repeat visitors
1.2 Tone
1.2.1 Fun and casual but geared towards the serious business market looking to save time. Keep brand perception as one of quality and respect.
1.2.1.1 Professional
1.2.1.2 Value-based
1.2.1.3 Inspirational
1.3 Background
1.3.1 Previous launch targets
1.3.2 History of product versions
1.3.3 Past goals
1.4 Proposition
1.4.1 Key Messages
1.4.1.1 Save more time with new version of software.
1.4.1.2 Integrate other applications and store data.
1.4.2 Sub-message
1.4.2.1 Extension of other applications with product
1.5 Goals
1.5.1 Increase sales
1.5.2 Build brand
1.5.3 Drive traffic
1.5.4 Create viral campaign
1.5.5 Generate leads
1.6 Tactics
1.6.1 Seminars
1.6.2 Conferences
1.6.3 Webinars
1.6.4 Commercials
1.6.5 Radio
1.6.6 E-mail to users who have downloaded the trial version
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2 High-level Schedule
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2.1 Design needs to be complete
2.2 New landing pages
2.3 Content for emails
2.4 Launch date
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3 Target Audience
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3.1 Business teams (general)
3.1.1 Highlight special offer
3.2 Educators
3.2.1 Back to school timeframe for purchase
3.3 Government
3.3.1 Target officials in September for purchase (end of budget year)
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4 Budget
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4.1 Advertising Budget
4.1.1 Advertising Budget
4.2 Design Budget
4.2.1 E-mail Template
4.2.2 Headers for emails
4.2.3 Logos
4.2.4 Banners
4.2.5 All Files
and Folders
ein test 4.2.5.1 web_budget_2.xls
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5 Team
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5.1 Core team
5.1.1 Paul B
5.1.2 Cathi O
5.1.3 Michael D
5.1.4 Melinda V
5.1.5 Natalie M
5.2 Approvals needed
5.2.1 Legal
5.2.1.1 Jennifer S
5.2.1.1.1 Jennifer S
5.2.2 Accounting
5.2.2.1 Jake!
5.2.3 Execs
5.2.3.1 Lisa A
5.2.3.2 Scott R
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6 Supporting
Materials
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6.1 Marketing MindManager 7 Folder
6.1.1 Collaterals
6.1.1.1 All Files
and Folders
ein test 6.1.1.1.1 Banners
6.1.1.1.1.1 Marketing Banners.docx
6.1.1.1.2 Branding
6.1.1.1.2.1 Branding Guidelines.docx
6.1.1.1.3 Copy
6.1.1.1.3.1 Copy Guidelines.xlsx
6.1.1.1.3.2 Potential Copy.docx
6.1.1.1.4 Corporate Guidelines
6.1.1.1.4.1 Corporate Guidelines.docx
6.1.1.1.5 Logos
6.1.1.1.5.1 Marketing logos.docx
6.1.1.1.6 Seminar Pamphlets
6.1.1.1.6.1 Seminar Pamphlets.docx
6.2 Design
6.2.1 E-mail Template
6.2.1.1 TBD...
6.2.2 Headers for emails
6.2.2.1
6.2.3 Logos
6.2.3.1 Company
6.2.3.1.1 No changes
6.2.3.2 Product
6.2.3.2.1
6.2.3.2.2
6.2.4 Banners
6.2.4.1
6.2.4.1.1 60x120
6.2.4.2
6.2.4.2.1 250x250
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