Launch Campaign Toolkit

When to use this toolkit

Use the Launch Campaign Toolkit when you’re preparing for:

• Product launches — new products, features, or service offerings
• Rebrands — visual identity changes, name changes, or repositioning
• Major announcements — partnerships, funding rounds, acquisitions, expansions
• Event launches — conferences, webinars, or flagship moments

This toolkit works best when you have 2-4 weeks of lead time before your launch date.

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How the workflow fits together

Phase 1: Strategy Foundation (Day 1)

Start with the Campaign Brief to align stakeholders on what you’re launching, why it matters, and how you’ll measure success. This becomes your single source of truth.

Use the Audience Segmentation Worksheet to define who you’re talking to. Most launches fail because they try to speak to everyone—this forces you to prioritise.

Phase 2: Messaging Architecture (Day 1-2)

Build your Message House with the core positioning at the top, three supporting pillars, and proof points at the foundation. This is the strategic heart of your campaign.

Then use the Key Messages Grid to adapt those messages for different audiences. Your investor message isn’t your customer message—but both should ladder up to the same house.

Phase 3: Channel Planning (Day 2)

The Channel Strategy Matrix helps you decide where to show up. Not every channel deserves your launch content. Map your messages to channels based on where your audiences actually are.

Phase 4: Content Creation (Day 2-3)

Now you’re ready to create:

• Press Release Structure for media outreach
• Social Post Variants for each platform
• Content Calendar (Two-Week) to sequence everything around launch day

Phase 5: Measurement Setup (Day 3)

Before you launch, use the Objectives & Measurement Framework to confirm your KPIs and set up tracking. You can’t optimise what you don’t measure.

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Tips for success

1. Don’t skip the brief — It feels like overhead, but campaigns without alignment documents always drift
2. Message house first, content second — Resist the urge to write the press release before you’ve built the narrative architecture
3. Plan the cadence — Launch day is just one moment; the two weeks around it matter more
4. Set measurement before launch — Retro-fitting KPIs never works as well

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What’s not included

This toolkit focuses on planning and content creation. You may also need:

• Crisis Content Pre-Approval Pack if there’s reputational risk
• Stakeholder Mapping Matrix if internal politics are complex
• Monthly Stakeholder Update template for post-launch reporting

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Estimated time

Phase	Time
Strategy foundation	3-4 hours
Messaging architecture	4-6 hours
Channel planning	2-3 hours
Content creation	6-8 hours
Measurement setup	1-2 hours
Total	16-23 hours over 2-3 days

Your actual time will depend on approval cycles, stakeholder availability, and whether you’re creating content yourself or briefing others.