Launch of a New Service

Project Date

April 2021

Business

ADI Global Distribution, a distributor of AV, security and other low-voltage products for installers and dealers

Summary

As one of ADI’s main business areas is data communications and networking and the majority of our customers are small- to medium-sized businesses, leadership decided to launch a new service to customers focused on cybersecurity. As part of the team that would need to communicate the new service launch, I was brought into the conversation early on in the process to first define the positioning and messaging and the customer journey and then developed the content for the launch.

Planning for the launch of this service, a partnership with cybersecurity platform Defendify that offered several free tools to ADI customers, began in mid-2020, and we launched the service in April 2021 with a digital campaign that included a landing page, an email series and a relevant article on cybersecurity, and a webinar. My team was responsible for all of the ideation and execution of content assets.

For the landing page and marketing assets, I had to clearly explain the value and benefit of the service to customers, the connection between ADI and the third-party platform and then communicate how to demo and access the free tools.

Campaign Assets