Launch Communication Plan: A Guide and Template to Provide Effective Communication for a Successful Launch. You’re launching a new program or platform to increase partner engagement and you can’t wait to get your partners using it. Consider that how you communicate what you’re offering your partners is just as important as what you’re offering them. Learn how to make your new initiative successful with a communication plan that educates your partners on the value for them, stokes excitement, and gets partners engaging with the platform after launch.

1. 1
A Guide and Template to Provide Effective
Communication for a Successful Launch
LAUNCH
COMMUNICATION
PLAN

2. 2
GETTING STARTED
Whether you’re launching a new channel marketing automation platform or a new channel mar-
keting program, your success hinges on channel partner engagement. Convincing your channel
partners of the value to them is hard but not because the program benefits aren’t real--it’s just hard
to get their attention.
In our work with clients who are launching the Averetek platform to their channel partners, the
most successful program launches are the ones that plan and execute a communication plan. A
comprehensive plan that provides your internal and external audiences with the right information
at the right time gives you the greatest odds for successful partner engagement, and ultimately, the
business results you seek.
Enter the Averetek Launch Communication Plan Guide and Template.
Because there’s no such thing as a one-size-fits all strategy when talking to audiences with different
priorities, capabilities, and needs, we’ve put together an adaptable tool to plan your communication.
Our reusable Launch Communication Plan template will help you prepare, track, and tailor your
messaging based on your audience.
This eBook complements the Launch Communication Plan template by showing you how to:
1 PLAN EFFECTIVE COMMUNICATION FOR YOUR LAUNCH.
2 EDUCATE AND MOTIVATE AUDIENCES ABOUT HOW YOUR PLATFORM HELPS THEM.
3 COMMUNICATE SHORTLY BEFORE LAUNCH AND THE DAY OF LAUNCH.
4 KEEP THE MOMENTUM GOING AFTER LAUNCH TO INCREASE PLATFORM ADOPTION AND
DRIVE PARTNER SUCCESS.
This eBook’s focus is on effective communication, given the pivotal role that it plays in a successful
launch. We won’t address the overall project management and technical activities needed for a
successful launch in this guide.
“Having a great channel marketing program is one thing, but communicating it to part-
ners is just as important. Avalara communicates to partners our channel programs’
merits, features, and available campaigns, so that partners adopt them with enthu-
siasm and drive demand with minimal effort.”
— Liz Anderson. Director, Partner Programs at Avalara

3. TABLEOFCONTENTS
Communication Planning
Who’s Who?
Make the Plan Your Own
Educate and Motivate
How and Why?
Webinars Build Trust
Building Support
6
6
7
7
4
4
5
Launch
Setting Expectations
Broad Launch
8
8
8
Keep the Momentum Going
Training and Engaging
Partner Testimonials
Bringing it All Together
9
9
9
10

4. 4
COMMUNICATION
PLANNING
WHO’S WHO?
Begin by identifying your internal and external audiences. This first step will help you target
appropriate communication to each group. Answer these questions:
1 WHO NEEDS TO USE THE TOOL/PROGRAM INTERNALLY?
• e.g., Channel Managers, Field Marketing teams, Product Marketing Manager, Marketing
Operations, etc.
2 WHO NEEDS TO USE THE TOOL EXTERNALLY?
• e.g., Channel Partners, Resellers, Agents, Distributors, executive roles, sales and market-
ing roles, etc.
3 WHAT OTHER SEGMENTS DO YOU USE TO TARGET PARTNERS?
• e.g., Partner program tier, certifications, geography, past marketing experience, willing-
ness to actively market, etc.
4 WHICH AUDIENCES SIMPLY NEED TO BE AWARE OF UPDATES AND WHICH AUDIENCES
NEED TO ACT ON UPDATES?

5. 5
MAKE THE PLAN YOUR OWN
Now that you’ve identified your audiences, es-
tablish your communication plan. Make sure
you’re using our Launch Communication Plan
template to help you get started.
As you are making this template your own, ask
yourself these questions:
• How will I communicate the program’s value?
• How will I communicate differently to dif-
ferent partners or audiences to ensure
the benefits offered speak to their needs?
• Which media (or combination) should
I use to educate audiences about the
upcoming launch?
• e.g., blog posts, emails, newsletters, webi-
nars, website, and social media posts
• What resources are needed for each audience?
• e.g., internal presentation, external presentation, videos, emails, newsletter content, social me-
dia content, campaign execution materials, downloadable content, event-in-a-box materials,
third-party agency services, etc.
• When is the right time to send messages and at what frequency?
• Do some audiences need more lead time than others when I’m asking for feedback or action?
• What is my call to action for each communication?

6. 6
EDUCATE &
MOTIVATE
HOW AND WHY?
About two months before launch, begin communication with your audiences about what’s to
come. At Averetek, we’ve seen the power of the inbound marketing methodology in commu-
nication to drive results. Consider that how you communicate and the whys in your mes-
sage are just as important as the “who, what, when, and where” of your message.
In each communication, make education and motivation the aim by:
1 CLEARLY OUTLINING THE VISION AND GOALS OF THE PROGRAM.
2 EXPLAINING WHY THIS PROGRAM WILL MAKE YOUR AUDIENCE’S LIVES EASIER
AND BETTER.
3 DESCRIBING HOW YOUR AUDIENCE SHOULD INTERACT WITH THE PROGRAM TO
GET THE MOST FROM IT.
If in doubt about what you’re writing, remember: keep each communication focused
on what’s important to your audience. Doing so will help the reader to trust your
messages and embrace the new program once it’s ready for them to use.
Communication examples:
• Send “Coming Soon” updates via email or social media with progress reports
to your audiences. Remember that people want to know how this program will
help them achieve their goals.
• Update websites or other internal and external resources with information on
your upcoming release.

7. 7
WEBINARS BUILD TRUST
Anticipation for launch is growing and your audience needs to learn about your platform.
Webinars are a powerful communication tool and they build trust faster than any other
medium to educate and engage people. About one month before launch, start drafting the
communication for the two types of webinars you’ll host close to your launch date:
1 A WEEK BEFORE LAUNCH, CONDUCT WEBINARS TO TRAIN YOUR INTERNAL TEAMS ON
THE PLATFORM. PROVIDE TWO TIMESLOTS IN CASE SOME PEOPLE CAN’T ATTEND ONE.
2 ONE TO TWO DAYS AFTER LAUNCH, CONDUCT WEBINARS TO GIVE PARTNERS AN OVER-
VIEW TO HELP THEM START SUCCESSFULLY. CONDUCT WEBINARS AT A CONVENIENT TIME
FOR EACH TIME ZONE YOU NEED TO SUPPORT.
BUILDING SUPPORT
Several weeks before launch, select a group of internal and external beta testers and com-
municate that you’d like them to test the program prior to the launch. Tell your beta testers
they were chosen for their valued insights and as early adopters, they can influence plat-
form improvements and usability.
Let the beta testers know how and when to provide their feedback. As you gather feed-
back from your testers, consider how you can use these testimonials when presenting the
program to others.

8. 8
LAUNCH
SETTING EXPECTATIONS
If you have an initial soft launch planned for a certain region, communicate to that group
several weeks in advance, then send a reminder one week out from the soft launch. Again,
make it easy for people to get their feedback to you.
A week out from your broad launch:
1 SEND ANY TRAINING MATERIALS (GUIDES OR VIDEOS) THAT YOU’VE CREATED TO AP-
PROPRIATE AUDIENCES.
2 SEND “COMING SOON” PLATFORM ANNOUNCEMENTS THROUGH EMAIL, BLOG, NEWSLETTER,
AND SOCIAL MEDIA.
3 INVITE PARTNERS TO THE UPCOMING WEBINAR TRAINING DATES.
BROAD LAUNCH
Launch day is here. Don’t worry; you’ve got this.
1 SEND “IT’S LIVE!” EMAIL TO ALL AUDIENCES. YOUR EMAIL SHOULD INCLUDE ANY TRAIN-
ING MATERIALS, TRAINING DATES, AND THE PROGRAM LINK.
2 UPDATE YOUR WEBSITE WITH AN “IT’S LIVE” FEATURE AND A LINK TO THE PROGRAM.
3 POST AN “IT’S LIVE” MESSAGE TO SOCIAL MEDIA WITH A LINK TO THE PROGRAM.
4 POSTTRAININGDATESONAPPROPRIATESOCIALMEDIACHANNELSANDYOURWEBSITE.
For a broad launch, a Wednesday launch date is preferred as partners around
the world will still have time in their work week to participate. Any later in the
week and you risk losing people to the weekend.

9. 9
KEEP THE
MOMENTUM
GOING
TRAINING AND ENGAGING
You’ve generated a lot of excitement about the launch of your new program. As metioned,
shortly after launch, communicate your program overview via webinar to give partners an
understanding about how to use the tool. Send reminders via social media and email the
days you conduct the webinars.
Consider that as you bring on new partners they will need platform training, and existing
partners could benefit from a refresher. Update your communication plan to reflect the
types of trainings you’ll want to conduct throughout the rest of the year.
Consider initiating a quarterly campaign to encourage adoption of the new platform. Also
consider adding a concierge service (whether internal or working with your platform ven-
dor to administer), so that when internal teams or partners have questions they can get
real-time assistance and one-on-one training as needed.
PARTNER TESTIMONIALS
In the weeks following your launch, solicit testimonials from your testers and other part-
ners that you can use to encourage others who may not have participated in the program
as of yet. Consider how you will communicate these testimonials. Will they be in a blog post,
case study, email, or video? What medium makes the most sense for your audience, your
resources, and your objectives?
“There’s no substitute for experience. Sharing the success of others will motivate
people to use your new platform or program more than promises of success
ever will.”
— Peter Thomas. CEO, Averetek

10. PUTTING IT ALL TOGETHER
The dust has settled after weeks of communication, training, and support of your new
program launch.
Take a moment to thank and congratulate your audiences through a webcast or email with
anecdotes or statistics summarizing their success.
Encourage partners to keep using the program and to stay tuned for opportunities to learn
and engage with you there.
Revisit your communication plan for any post-launch messages to decide if those are still
working for you, or if there’s anything you’ll need to revise.
Conduct internal and external lessons learned discussions to speak with your audiences
about what went well and what didn’t go well. Constructive feedback can provide the best
insight on how to improve future communication and engagement. Simple web-based
surveys are an easy way to collect lessons learned, but if you can speak to you audiences
either face to face or by phone, you’ll get a better read on how they felt about the launch.
SHARE THE LAUNCH COMMUNICATION PLAN
EBOOK AND PLANNING TEMPLATE.