Product and Service Launches
The introduction of a new product or service requires thoughtful and concise communications. The communications must take into consideration both internal and external stakeholders and provide specific information to the right people, in the right format, at the right time. My experience creating communication pieces in support of new product and service launches includes the following projects:
- The introduction of an internal product development process that would facilitate the delivery of competitive products and services to targeted market segments. The provider hired me to create several internal communication pieces describing the process and the reasons why it was so critical to the company’s future success. The process marked the beginning of an entirely new way of doing business for the provider and, as a result, was met with a certain level of misunderstanding and opposition. My challenge was to create pieces that were persuasive and descriptive enough to portray the new process in such a way that it would be understood and embraced by many different levels of internal audiences
My work on this project included creating a toolkit, consisting of a backgrounder, elevator speech, fact sheet, frequently asked questions (FAQs), key messages, and talking points. In developing the toolkit, I interviewed many subject matter experts, studied and researched internally created documents that were often very technical. The end result was a package of concise, well written communication vehicles that were easily understood and well-received by all intended audiences.
- Fulfilling the requirements of California Assembly Bill (AB) 1825, which mandates that all managers must complete a two-hour course on Preventing Harassment in the Workplace. I was hired to oversee all communications surrounding a mandate to have hundreds of managers in multiple locations complete an online course on Preventing Harassment in the Workplace in a very short time frame. The communications surrounding this training took place over several months and included a series of email blasts reminding those affected on how and when to complete the training. I also wrote detailed instructions on how to access and complete the online training and directions on how to obtain and submit certificates of completion. During the course of the project, a number of technical complications occurred with the web-based course that had to be resolved through additional communications. Despite the technical difficulties, all the managers required to complete the course did so prior to the state-imposed deadline.