Rebranding

Part 7:

The Content

Sparks Launch

contentsparks.com

After months of brainstorming, planning, writing

and designing, our rebranding project was

ready to launch.

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We knew it was critical to announce the

changes in a way which would allow our

various audiences to understand, identify

with, and remember our new branding.

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For that to happen, we needed a

launch plan.

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And we needed to think strategically.

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We made a list of all the groups we needed to alert:

• existing customers,

• potential customers,

• business partners,

• suppliers,

• competitors,

• affiliates and

• others would need to know our news.

contentsparks.com

A short time before we intended to launch we

started hinting at our rebranding project in

our emails, aiming to spark some curiosity and

ignite interest in our plans for the future.

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We knew we would have to take our shopping

cart offline for a short time to move the old

website over to the new one and we took

care to announce when that would be, so

that our customers would not be surprised by

the temporary closure.

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We hoped to get immediate recognition for our

new name, and that meant repeatedly

driving our audiences to our new website,

where they would see the name and new

branding in action.

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One way to do that was to offer a FREE

GIFT in our emails, which led people

to the website.

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We created a giveaway which had real value

for our target markets –

contentsparks.com

a free Content Planning Template

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- which included ideas for content, time frames

for content production, and a detailed, yet

easy-to-use spreadsheet to keep track of

everything involved.

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Downloading the Content Planning Template

added people to a follow-up series of emails

which, as well as providing more valuable

content, again encouraged readers to return

to our website for more information.

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We also sent a series of emails to our

existing customers and other

audiences to encourage them to see

our new branding in action.

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As part of that email series, we offered special

Launch Sales each day for the 7 days of the

Launch Week.

Each sale was for a themed bundle of products

that related to different aspects of our

rebranding story.

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We told that story in 7 daily installments, the last

of which you're listening to or watching now.

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A new development for us was the opening of

a Facebook group where existing and

potential customers could meet each other

and discuss how best to use content in their

own businesses.

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That proved very successful and within a few

hours we had created some initial buzz for our

new name as people joined and began

conversations.

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All the launch week activities were

strategically interconnected, and were only

the start for us.

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Moving forward, we’re working on strategies

to cement our new branding, offer more

products and extend our offerings into new

markets.

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Watch this space.

We’re going places.

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