Launch your marketing campaign | best practices – Google Apps for Work User Manual
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Change Management Guide
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Phase 2: Early Adopter
Launch your marketing campaign | Best practices
Use these best practices as you roll out your campaign:
•
Set a date to officially launch your marketing campaign. You
want people to take notice, so coordinate your first marketing events
to debut on the same day—posters, email blasts, and your intranet
site launch.
•
Get people’s attention, be memorable. Make your marketing
materials stand out from the normal office clutter. Find language that
speaks to your users. “Tired of seeing mailbox full? Get out of mail jail
with Gmail.” Get starte
.
•
Use virtual visuals. You’re moving to the cloud and your marketing
campaign can too. Use your intranet, Google Sites, and videos to
promote your Google Apps rollout. Consider other electronic
marketing channels, from desktop wallpaper to screensavers and
even email signatures. It all helps to get the word out.
•
Tell people why it’s good. Remember the benefits of moving to
Google Apps—the ones you identified that would really resonate with
your user community? Promote them in your marketing materials. If
you do that right, people will look forward to using Google Apps.
•
Give people a way to learn more. If you got people’s attention with
your marketing campaign, you’ll likely get questions. Good.
Be sure to update your Google Apps intranet site with all the relevant
FAQs. Then, reference the site in your marketing materials so people
know where to go for the facts. Do this, and minimize the rumor mill.
“Over-communicate. Use every channel
available.
Use common and culturally accepted
ones (mail, bulletin boards, intranet).
You should also try different approaches
like posting notes in the restroom,
putting a ‘parking ticket’ on the
windshield of cars or even using your
building facade as a big banner. Think
outside the box.”
—Andrés Cifuentes, IT Director,
eForcers S.A.
eForcers S.A. is a Google Apps Enterprise
Use your brand and build visual momentum
Learning from Solarmora, a fictionalized company
Do you recall the slogan the marketing rep helped
Andy create? “Work in the future today: Any team,
any place, any time, and any device.”
The Marketing department stepped in to design a
custom logo and memorable visuals to run
throughout the marketing campaign. To kick off the
company announcement for Google Apps, they
invested in large scale posters and produced a
“Why we’re switching” video with the CEO.
Oops! Andy didn’t get support from the local office
or the marketing campaign. He received an
apologetic email message from the Google Guide in
the Mexico City office. She needed more posters
because the ones she’d originally posted were torn
down. Apparently, she didn’t have permission to
post them in the office.
Andy asked the marketing representative to help
secure support of the local offices for the
campaign. The marketing representative also sent a
note to Google Guides to confirm they had
permission to use the posters in their offices and to
contact marketing with any questions.
The good news was that the campaign was working.
The team saw a huge spike in visits to their
Google Apps user learning center after the launch
of the marketing campaign.