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Announcement Tactics Worksheet

Below is a list of typical announcement activities, along with the goals they typically support as well as the tiers of announcement they're usually associated with.
This list is a guide from which to start building your launch plan, not a rule. It is neither prescriptive nor comprehensive.
You should use this list as a starting point, based on the goals of your launch.
The activities are suggestions - every launch should be assessed on an individual basis, taking into account the audience, potential impact, time of year, other features or projects launching around the same time and so on.
This also isn't comprehensive - we should always think creatively about new announcement activities and not just follow a 'standard' formula.

Click 'Add to plan' to add items to your
Announcement Activities
⁠
list.
(Some activities are already added to the plan, as they're required for all announcements.)

You can filter the list by TIER:
All
⁠
and GOAL:
Any
⁠
⁠


Announcement Activities Full List
Activity type
Tactic
Add to your plan
Details
Tier 1
Tier 2
Tier 3
Tier 4
Goals this tactic typically supports
Planning
Define announcement tier, goals and budget
Add to plan
Use the tier and goals worksheet and input into "what we're announcing" section. Must be approved before continuing.
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Define success metrics
Add to plan
Fill in success metrics section
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Define announcement date
Add to plan
Fill in in What we're announcing section
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Interstory (
template
⁠
)
Add to plan
Fill in in Intermission. Review with PM
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Kickoff with marketing leads
Add to plan
Kickoff with marketing leads to get early input on announcement activities
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Define packaging
Add to plan
​
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Kickoff with wider marketing group
Add to plan
Kickoff with wider marketing group with announcement details + messaging
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Creative brief
Add to plan
Write a creative brief for the brand design team
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Review announcement plan with PMM (and wider marketing team if needed)
Add to plan
Review announcement plan key activities with PMM for feedback and input
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Post launch
Retro
Add to plan
Retro to gather feedback on the announcement + process. Can be meeting or survey depending on tier of launch.
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Share announcement results
Add to plan
Share the results with PMM/ marketing/PM
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Positioning and packaging
Competitor analysis
Add to plan
​
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Customer research
Add to plan
To understand target segments and inform messaging
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
Internal messaging guide
Add to plan
​
Net new revenue
Expansion revenue
Brand awareness
Churn reduction
Platform adoption
Website
Homepage banner
Add to plan
​
Net new revenue
New landing page
Add to plan
​
Net new revenue
Updates to existing landing page(s)
Add to plan
​
Net new revenue
Platform adoption
Customers/prospect Message types + targeting
Announcement email to all customers
Add to plan
​
Expansion revenue
Churn reduction
Platform adoption
In-app message to all customers
Add to plan
​
Expansion revenue
Churn reduction
Platform adoption
In-app message to a specific group of customers
Add to plan
​
Expansion revenue
Churn reduction
Platform adoption
Prospect email campaigns
Add to plan
​
Net new revenue
Comms
Analyst outreach
Add to plan
​
Net new revenue
Brand awareness
Tier 1 outreach
Add to plan
​
Net new revenue
Brand awareness
Tier 2/3 outreach
Add to plan
​
Net new revenue
Brand awareness
Product education
Updates to existing docs
Add to plan
​
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
New doc
Add to plan
​
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
New suite of docs
Add to plan
Bigger launches may need a whole new collection of docs
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
Updates to existing videos
Add to plan
​
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
New video(s)
Add to plan
​
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
Updates to onboarding messages
Add to plan
​
Expansion revenue
Churn reduction
Platform adoption
Cross sell campaigns
Add to plan
​
Expansion revenue
Demand gen
New display ads
Add to plan
​
Net new revenue
Paid social ads
Add to plan
​
Net new revenue
Standalone prospect webinar
Add to plan
​
Net new revenue
Social and content
Influencer outreach
Add to plan
​
Net new revenue
Brand awareness
Social posts
Add to plan
​
Net new revenue
Expansion revenue
Churn reduction
Brand awareness
Platform adoption
Announcement blog post
Add to plan
​
Net new revenue
Brand awareness
Sales and CS enablement
In-person sales training
Add to plan
​
Net new revenue
Expansion revenue
Churn reduction
Platform adoption
'What we built' doc
Add to plan
​
Expansion revenue
Net new revenue
Brand awareness
Churn reduction
Platform adoption
Additional announcement channels
Changelog
Add to plan
​
Expansion revenue
Churn reduction
Brand awareness
Net new revenue
Platform adoption
Communities - this could be LinkedIn Groups, Product Hunt, Facebook groups etc.
Add to plan
Posting on relevant communities
Net new revenue
Brand awareness
In-app banners or pointers
Add to plan
​
Expansion revenue
Churn reduction
Platform adoption
Other
Partner-facing comms
Add to plan
​
Net new revenue
Brand awareness
Platform adoption
⁠



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