First American Title x FirstAm IgniteRE™ Product Launch
Co-lead the planning, development, and execution of a marketing strategy to bring the FirstAm IgniteRE app to market.
Project Goal:
Get sales in alignment with FirstAm IgniteRE offerings and talking points.
Coordinate the marketing messaging to ensure it is consistent and relevant.
Create bespoke marketing touchpoints that position FirstAm IgniteRE and each of the capabilities in an engaging way to encourage adoption.
Hypothesis
If we engage with sales by providing proper training and marketing resources prior to the launch of FirstAm IgniteRE, then we will see more invitations and usage.
Implementation and results of strategy:
Getting sales in alignment: We created training PowerPoints for FirstAm IgniteRE, the invitation process, and each capability. We helped create ‘Ask Me Anything’ sessions to answer the remaining questions about FirstAm IgniteRE, and developed the communications surrounding the socialization of these office hours. These sessions are still ongoing today.
Coordinated the marketing messaging: Creating the FirstAm IgniteRE Marketing Story helped ensure consistency of message, narrative elements, and visual identity, and we internally and externally socialized the new solution.
Creating marketing touchpoint: All-new omnichannel Centerpoint materials to communicate the name change for each of the tools. Spotlight email series was highly engaging, cutting-edge communications we ideated and continue to develop for use in an introductory automated marketing initiative.
Creation of an external microsite and blog to encourage awareness, provide important information, and, most importantly, generate leads. (Blog not launched as of May 2023)
Concluding findings:
The biggest success story for our team’s effort in the FirstAm IgniteRE ‘Go to Market’ strategy is the number of sales representatives who have been trained, onboarded, and are actively using the materials we created. Another success lies in that so many of our recommendations were implemented. We concepted, researched, and delivered the necessary materials for internal awareness and external attraction and adoption. We continue to make additional recommendations; our team excels at putting in the leg work to identify opportunities to successfully and comprehensively bring FirstAm IgniteRE to market.
I’m responsible for proactively evolving the communications and strategy to tell the right story about our technology on the right channel in an engaging and meaningful way. This way, First American Title can work effectively against the competition to help grow market share
Product launch marketing deliverables:
In collaboration with cross-functional product teams, bring the FirstAm IgniteRE product to market with a robust communication plan for internal and external audiences.
Develop marketing materials for the communication strategy with high-quality and engaging copy to illustrate the app's benefits, how to use it, development updates, new feature announcements, and product capabilities.
Email marketing initiatives
Social media posts
Landing page updates
Print collateral (postcards, flyers)
Build a brand around this new app
Create a compelling marketing story that articulates the benefits and value proposition that incorporates voice of the customer elements
Develop the brand voice and build personas to map out and segment our target audience for company product lines
Increase market awareness to exceed an established target for product adoption based on YoY data
Exceed an established revenue target as a division (an increase of title and escrow business)
Provide sales enablement and training materials for internal audiences for internal company Sharepoint, Pendo, and zenDesk.
Other work samples:
Sales Playbook
The key to external adoption of FirstAm IgniteRE starts with educating First American Title sales representatives. While marketing automation can deliver informative and engaging communications about the brand, First American Title customers appreciate and rely on their relationships with sales representatives to understand our technology.
I developed a guide to marketing our new technology that answers questions and provides a specific communications plan that they can enact right away.
Socializing the name change
While FirstAm IgniteRE is an entirely new app, it combines 5 of First American Title’s existing tools (with some changes) under one roof. We needed to develop communications that socialize the name change to existing external product users. However, how these users interact with our technologies will change, emphasizing that it will be an improved experience and they can still access all our great tools.
Video Storyboarding
Communicating what our internal and external adopters can expect with the all-new FirstAm IgniteRE over email alone is not enough.
Illustrating the features in action in a moving medium is a compelling way. Using the storyboard framework, I researched and developed written content and video screen concepts for 2 videos to launch this product and all of its exciting features.
Awards
Within 2 years of launching, FirstAm IgniteRE won a Gold Stevie award in the Real Estate or Construction Management solution category.
>> Copywriting and storyboarding
>> Brand Awareness
>> Marketing Communication (MarCom)
>> Sales Enablement
>> Project Management