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“Extending your marketing team: Product Launch Management”
The Need
Drive and manage the collateral, communications, training and web content development for the BlackDiamond® 20804, the latest addition to the BlackDiamond series of Ethernet Transport Switches, in a compressed six-week time frame to meet the deadline of the Supercomm 2009 show.
The Strategy
Develop, manage and execute the launch plan for the BlackDiamond 20804 including:
- Project Management and Planning: Developed launch plan; performed document assessment to determine launch deliverables, established recurring status meetings to manage process; developed weekly updates with highlighted action items; met with key stakeholders to ensure launch success
- Message Alignment: Worked with launch team to develop a cohesive set of messages and ensured that these messages were aligned across all aspects of the launch from product documentation, to the press release to tradeshow signage
- Ongoing communications and deliverables: Tracked key messaging across all deliverables; managed status and ad hoc meetings and resulting action items; communicated with individual team members on key deliverables
- Post Mortem Analysis and Reporting: Conducted post-mortem review and report that highlighted key findings, post-launch deliverables and remaining action items
The Results
- On-time launch of the BlackDiamond 20804 Transport Switch that included accompanying product literature, sales training and web content
- Follow-up analysis for enhancements to the launch process and the successful delivery of post-launch materials
- Positive feedback and receipt of launch messaging, collateral, web updates and tradeshow materials
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The Takeaway
Through comprehensive launch planning, management and execution, Extreme Networks® was able to launch its new BlackDiamond 20804 in time for the Supercomm 2009 event in Chicago with positive feedback from both internal and external stakeholders.
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