Norton Advertising Online Ads Product Launch

Project Description

Digital Advertising Launch Phases / Tasks / Launch Dates

  1. Website Update
  2. Add Content & Email Marketing
  3. Social Media Posts
  4. Finalize Content + Branding
  5. Soft Launch Advertise & PR
  6. Official Launch

Documents

Project Progress

43%

Project Timing

  • Start
    Aug 05 2019
  • End
    Oct 31 2019

08/05/2019 10/31/2019

100%

Overall Project Completion

  • Norton: Determine Company Name & Branding

    Norton family to decide on the name of the company, the look and feel of the overall website. And the website domain.

    25%
  • Testing & Launch

    Testing happens throughout this project. A full test will follow once all design elements are agreed upon, we can integrate with Constant Contact.

    75%

43%

  • 50%

    Content + Design All Elements

    Once the Norton family finalizes the company name change, these phases run more smoothly. Hyperdrive is awaiting approvals and edits to their mock up.

25%

Norton: Determine Company Name & Branding

Norton family to decide on the name of the company, the look and feel of the overall website. And the website domain.

50%

Content + Design All Elements

Once the Norton family finalizes the company name change, these phases run more smoothly. Hyperdrive is awaiting approvals and edits to their mock up.

75%

Testing & Launch

Testing happens throughout this project. A full test will follow once all design elements are agreed upon, we can integrate with Constant Contact.

1. Website Updates Complete 62%

62%
Description
It's recommended that Norton secure their website, determine new web address, and finalize branding. This includes adding a digital certificate (HTTPS), determining the final website address, and the site redesign. 
.Per Chris Timmons / Hyperdrive, here is what to expect with a domain / name change --> 
  1. Build the pages on the new domain name. Some of this may be simply copying code from the current website over to the new domain name.
  2. Set up redirects on all of the current webpages so that traffic trying to get to those pages is automatically redirected to the new webpage(s). This really isn't too big of a deal with Norton as the website doesn't have many pages.
  3. We would then remove the content from the old pages just so there wasn't duplicate content online.
  4. If there is any place where the domain name has been placed that we can edit, we would edit those. This would include email signatures, letterhead, Google MyBusiness, etc.
  5. Lastly, we would notify Google of the change through webmaster tools.
Here is an article on this: https://www.square2marketing.com/blog/how-to-change-domain-names-not-lose-seo In the past, you could take an SEO hit when you do this but if we do it right, we shouldn't have issues. This really becomes a pain for massive websites but Norton is small enough that this won't be an issue.

2 of 8 completed Tasks

  • Hyperdrive: Send Mock Up of Website
  • Norton: Approve Mock Up & New Name
  • Joe Gast: HTTPS conversion
  • Hyperdrive: Implement Changes to Website
  • Integrate Website with Constant Contact (JLS + Hyperdrive)
  • Norton Family: Name the 3 Pillars
  • Norton Family: Branding Elements
  • Testing

2. Email Automation + Content Complete 90%

90%
Description
Email marketing is the BEST way to convert "warm leads" to paying customers. We are offering a "FREE DIGITAL STRATEGY" Assessment to any new email subscribers who opt-in. Norton's 3-part e-learning series also provides great tips & a mini education about digital advertising upon sign up. We've done this in lieu of a blog. I recommend leveraging your Constant Contact subscription to capture leads and educate your new subscribers.
Here are the goals:
  • New Email List:  (DONE, by JLS) create a new email segment in Constant Contact for the Digital Ad Platform
  • Landing Page: (DONE by Jeanette, click to see) -- create a simple landing page (with no distractions) that is designed to collect emails (or "leads") - can be linked during Facebook and Instagram promotion. 
  • Soft Launch Email:  (DONE, click to see) designed as an announcement to send (once) to the existing OOH email list. This comes from Mike Norton.
  • Click Trigger Opt-In:  Designed for clients to opt-in with a simple click, and they are immediately added to the digital advertising list.
  • Welcome Series:  (1 of 3 finished-JLS) a series of several on-boarding emails that are triggered during sign up -this is sent immediately to new digital advertising subscribers.
  • Bright Ideas:  Tom's initiative that comes after all of the above is complete. 1-2 emails per month send to all clients.
Use email content and propagate that written content on the website, in press releases, etc.

5 of 7 completed Tasks

  • Create New Constant Contact List (JLS)
  • Create Landing Page (JLS)
  • Write Soft Launch Email (JLS)
  • Create Click Trigger Opt-In (JLS)
  • Create Welcome / eLearning Series (JLS)
  • Create Pop Up HTML (JLS)
  • Website Content (as needed) -- waiting on Norton to BRAND the business

3. Social Media Sharing Complete 38%

38%
Description
Now that Constant Contact is built to capture email, it's time to post on social media where you can convert cold traffic to warm leads. Norton's new email series teaches companies how to optimize their online advertising. This eLearning series is a great lead magnet. Entice people to sign up. 
The goal for posting on social media will be:
  • To advertise
    • Example (Share Explainer Video #1 with a LINK to Constant Contact Landing Page)
  • Grow your email list (aka "warm leads")
  • Provide a "free digital strategy" session (share the landing page)
  • Share knowledge via our welcome series: Teach people about digital advertising
  • Position yourself as a thought leader
  • Share current trends regarding OOH & digital advertising
  • Build brand awareness
  • Share press releases
  • Share fun & engaging content, such as:
    • Explainer Video
    • Old ads -- "Who Remembers" to prompt engagement

1 of 4 completed Tasks

  • (JLS) Create Explainer Video #1
  • (JLS+MTN) Determine workflow for content & approvals
  • Post Regularly (M-W-F)
  • (MTN) Create an Ad (linking to Constant Content Landing Page)

4. Finalize Content + Branding Complete 67%

67%
Description
Establish final look & feel for presentations. Provide content to Hyperdrive as they develop the new website. Finalize all design and branding elements. Establish a common look and feel for presentations. 
Including but not limited to the following: 
  • Sales 9 page pitch deck (done)
  • Case Studies
  • Explainer Video #1:  for Instagram & Facebook
  • Explainer Video #2: Script written for OOH conversion
  • Marketing & Collateral - create on an as-needed and ongoing basis

2 of 5 completed Tasks

  • (JLS) Customer Presentation Slide Deck
  • Collect More Case Studies
  • (JLS) Explainer Video #1 (for launch)
  • (JLS) 10 Questions to Ask Customers (Internal for sales)
  • Provide website content as needed (ALL)

5. Advertise & Announce Complete 0%

0%
Description
Roll-out timeline announcing our new offering.  This will be a combination of events that happen near the same time as our official announcement.  Here is the projected timeline: 
SOFT LAUNCH (Week of October 14th)
    • 3-Part Welcome Series in Constant Contact (activate)
    • TEST Email Internally
    • Add Constant Contact links on website
    • Web Redesign FINISH
    • Send Soft Launch Email -- from Mike to OOH clients
PR Announcement (Week of October 21)
    • Advertise on Facebook & Instagram (Explainer Video #1)
    • Send press release to PR newswire
    • Share PR newswire announcement to local press
    • Send PR newswire announcement to email list

0 of 5 completed Tasks

  • JLS: Press Release (Write)
  • Press Release (announce)
  • Social Media Ads (Multiple)
  • Billboard Ad
  • Soft Launch Email

6. Launch (Week of Oct 28) Complete 0%

0%
Description
October 21 - ongoing
    • Continue to Advertise on Facebook & Instagram (Explainer Video #1)
    • Share customer testimonials to PR newswire
    • Share PR newswire announcement to local press
    • Send PR newswire announcement to email list
Week of October 28th: Hard Launch Billboard & Online Ads  (ongoing)
    • Facebook & Instagram Ads (send to landing page)
    • Billboard campaign
    • New email to customers
    • Referral program - discuss internall
    • Discounts to those OOH who want to use it.