Fintech Product Launch Campaign
GOAL
Elavon/USbank needed to launch their new POS system for retail and restaurants. They needed a strategy to announce the launch and educate employees internally, and also announce the launch externally. Because the company felt the product added features that were already in high demand, they believed adoption wouldn’t be an issue and the focus needed to be internal messaging.
CONCEPT
Because the POS was being launched to retail and restaurants first, the client wanted to appeal to their small business audience and focus on their strengths: client relationship and service. With this understanding, we put together a few concepts, of which the client chose my concept that played on the common phrase, “It’s not personal. It’s just business.” The concept reverses the phrase with the understanding that business is VERY personal to small business owners and shows how the POS personally impacts their lives.
PIECES WRITTEN
Internal/External pop-up mailer
Branded box for promo merch
Tradeshow backdrop
Explainer video
Landing page for product info
Internal educational video series
2 Influencer videos for internal launch event
Dedicated social posts for external launch
RESULTS
Product launch was successful and the client was pleased. As suspected by the client, account managers were excited for the launch and to offer the product to clients so adoption was not an issue. (Keeping the POS in stock was their main issue.) Because of the thorough internal messaging, the sales team was able to easily communicate info and features about the product to clients.