1. Prototype
&
Research
Creative
Brief &
Sales
Strategy.
Content
Creation &
Approval
Success
(Additional
Needs)
Content
Distr.
The Marketing Process
New Product Launches & Product Re-launches
Product
Rollout
Schedule

2. Prototype
&
research
Creative
Brief &
Sales
Strategy
Content
Creation
&
Approval
Success
(Adtnl.
Needs)
Content
Distrib.
Product
Rollout
Schedule
Product Rollouts

3. Product Rollouts
New Product Launch
Or
Product Re-launch
(begin process in-market (-) 70 days)
Engineering
Research Findings?
Prototype available?
Provide to Marketing/Product Champion
Proprietary Creative Brief
Marketing, Teresa
Product Champion
Segment Leader
Non-Proprietary Creative Brief
Marketing, Stef
Product Champion
Proprietary Sales Strategy
Segment Leader & Copeland
Define sales strategy?
Product/Pricing est., Product Offering?
Non-Proprietary Sales Strategy
All Segment Leaders & Copeland
Define sales strategy?
Product/Pricing est., Product Offering PER segment?
Nameing Committee
TWO WEEKS
Content Distribution
Promote/Sell
Design Approval
Copeland/Account Leader
Teresa/Product champion
ONE WEEK
Proprietary Design Request
Marketing, Teresa
Copeland/Account Leader/Product Champion
TWO weeks to complete
Content Distribution
Promote/Sell
Design Approval
Copeland/Segment Leader
Stef/Product champion
ONE WEEK
Non-Proprietary Design Request
Marketing, Stef
Copeland/Segment Leader/Product Champion
TWO weeks to complete
Define Marketing Strategy
Proprietary, Teresa
New Product, Stef
New Product Launch
Review Sales Strategy
Review Marketing Strategy
Follow Design Request Procedure
Review Creative Brief
Redefine Key Messages if needed
Marketing/Account Leader
Product Champion
Sales Feedback
Marketing, Teresa
Sales Team
Product Champion
Proprietary Sales Strategy
Why re-launch?
Account Leader/Product Pricing
Engineering improvement?
Review Sales Strategy
Review Marketing Strategy
Follow Design Request Procedure
Review Creative Brief
Redefine Key Messages if needed
Marketing/Segment Leader
Product Champion
Sales Feedback
Marketing, Stef
Sales (Applicable Segments)
Product Champion
Non-Proprietary Sales Strategy
Why Relaunch?
Segment Leader/Product & Pricing
Engineering improvement?
Product Re-launch

4. Step 1:
Creative Brief
Creative
Brief &Sales
Strategy
•Define the key messages, features and benefits of the
product specific to the account or segment
•Brainstorm copy, content, photography & design
ideation specific to the account or segment
•Segments require separate collateral? ALWAYS
•The Brief helps define the Sales & Marketing Strategy
•Review selling approach with Product & Pricing
•Cross-Bundle a system or family of products?
•Does the launch replace an existing line?
One week turnaround

5. Creative
Brief &Sales
Strategy

6. Step 2:
Design Request
Content
Creation &
Approval
•Explain Creative Brief key Messages and Design Concepts
•Taglines, Customer Quotes, research findings, etc.
•Review key images/placement needed for collateral
•Design provide 2-3 additional CREATIVE mock-up formats
for Team to select
•Collaborate and meet frequently to ensure ideation and
concept align visually THROUGHOUT the design process
•Sign Off: Marketing, Copeland, Product Champion
and Segment (or) Account Leader
2 WEEK TURNAROUND
1 Week Approval

7. Product Launch
Timeline Success
(Additional
Needs)
Showoff I, II, III, IV NOT ACCEPTABLE.
iphone 3, 4, or FIVE? Which do you select?

8. Step 3:
Promote
Content
Distribution
Implement Marketing Strategy (as outlined in
correlating Creative Brief)

9. Product
Rollout
Schedule
And Keep Promoting!
Current 2014 Plan & Further
Developing