Executive Summary
This document outlines the launch plan for Smartbound's Custom Signal Engine rebrand. It includes the timeline, rollout phases, internal preparation, external launch activities, and success metrics. The goal is a coordinated launch across all touchpoints.
1. Launch Objectives
Primary Objectives
- Establish Category — Own "Custom Signal Engine" in the market
- Update All Touchpoints — Website, LinkedIn, sales collateral aligned
- Generate Pipeline — Convert positioning into meetings and deals
- Maintain Continuity — Don't disrupt existing client delivery
Success Metrics (90 Days Post-Launch)
| Metric | Target |
|---|
| Website visitors | Track baseline, target +50% |
| LinkedIn profile views | Track baseline, target +50% |
| Inbound inquiries | 5+ per month |
| Discovery calls | 10+ per month |
| New Signal Engine clients | 2+ by day 90 |
| Client retention | 100% (no churn from rebrand) |
2. Launch Timeline
Overview
| Phase | Duration | Focus |
|---|
| Phase 0: Preparation | Week 1 | Internal alignment, asset creation |
| Phase 1: Soft Launch | Week 2 | Website live, LinkedIn updated |
| Phase 2: Full Launch | Week 3-4 | Outreach campaigns, content push |
| Phase 3: Optimization | Week 5+ | Iterate based on feedback |
3. Phase 0: Preparation (Week 1)
Internal Alignment
| Task | Owner | Status |
|---|
| Review all Phase 1-3 docs | Devon/Kevin | Pending |
| Approve final positioning | Devon/Kevin | Pending |
| Approve final messaging | Devon/Kevin | Pending |
| Approve visual direction | Devon | Pending |
| Brief Oliver on positioning | Devon | Pending |
Asset Creation
| Asset | Owner | Status |
|---|
| Logo files (all versions) | Designer | Pending |
| Social media graphics | Designer | Pending |
| Website development | Developer | Pending |
| One-pager design | Designer | Pending |
| Pitch deck design | Designer | Pending |
| Email signature update | Devon | Pending |
Content Preparation
| Content | Owner | Status |
|---|
| Website copy (final) | Strategy | Complete |
| LinkedIn profiles (final) | Strategy | Complete |
| First 2 weeks of LinkedIn posts | Devon | Pending |
| Case studies (clinical trials, CRE) | Content | Pending |
| Signal sample feed | Devon | Pending |
Checklist: Phase 0 Complete
- [ ] Devon/Kevin approved positioning and messaging
- [ ] Logo files created and delivered
- [ ] Website in development
- [ ] LinkedIn posts scheduled for first 2 weeks
- [ ] Sales collateral in design
- [ ] Oliver briefed on new positioning
4. Phase 1: Soft Launch (Week 2)
Website Launch
| Task | Owner | Status |
|---|
| Website testing complete | Developer | Pending |
| DNS/SSL configured | Developer | Pending |
| Analytics installed | Developer | Pending |
| Website live | Developer | Pending |
| Mobile testing | Devon | Pending |
| Form testing | Devon | Pending |
LinkedIn Updates
| Task | Owner | Status |
|---|
| Company page updated (banner, about) | Devon | Pending |
| Devon profile updated (headline, banner, about) | Devon | Pending |
| Kevin profile updated (headline, banner, about) | Kevin | Pending |
| First posts scheduled | Devon/Kevin | Pending |
Internal Communication
| Task | Owner | Status |
|---|
| Team notified of rebrand | Devon | Pending |
| New positioning explained | Devon | Pending |
| FAQ provided for team | Devon | Pending |
| Oliver aligned on messaging | Devon | Pending |
Checklist: Phase 1 Complete
- [ ] Website live and tested
- [ ] LinkedIn company page updated
- [ ] Devon + Kevin profiles updated
- [ ] First posts published
- [ ] Team notified and aligned
5. Phase 2: Full Launch (Weeks 3-4)
Outreach Campaigns
New Sales Leaders Campaign Update
Action: Update existing campaign with new positioning
| Task | Owner | Status |
|---|
| Review current NSL sequence | Kevin | Pending |
| Update copy with "Custom Signal Engine" language | Strategy | Pending |
| Add signal example to sequence | Devon | Pending |
| Test new variant | Kevin | Pending |
| Scale to full list | Kevin | Pending |
New Copy Elements:
- Subject lines referencing "custom signals"
- Opening lines with signal examples
- PS line: "Want to see what a custom signal engine looks like for your market? Reply 'signals' and I'll scope it."
New Campaign: Signal Engine Pitch
Target: VP Sales, CROs (not just new sales leaders)
| Task | Owner | Status |
|---|
| Build target list | Kevin | Pending |
| Write sequence (3-4 emails) | Strategy | Pending |
| Create signal example for each prospect | Devon | Pending |
| Launch | Kevin | Pending |
LinkedIn Content Push
Week 3:
| Day | Post Type | Owner |
|---|
| Monday | Signal example | Company |
| Tuesday | Insight post | Devon |
| Wednesday | Results/proof | Company |
| Thursday | Vertical deep-dive | Devon |
| Friday | Differentiation | Company |
Week 4:
| Day | Post Type | Owner |
|---|
| Monday | Signal example | Company |
| Tuesday | Insight post | Kevin |
| Wednesday | Case study highlight | Company |
| Thursday | Methodology | Devon |
| Friday | Results | Kevin |
Existing Client Communication
Action: Notify current clients of rebrand
| Task | Owner | Status |
|---|
| Draft client email | Devon | Pending |
| Send to active clients | Devon | Pending |
| Update client-facing documents | Devon | Pending |
| Schedule client calls if needed | Devon | Pending |
Client Email Template:
Subject: Smartbound update — clearer positioning, same great service
Hi [Client Name],
Quick update: We've sharpened our positioning to better describe
what we do.
We now call our service "Custom Signal Engines" — bespoke monitoring
systems that find prospects with verifiable reasons to talk.
For you, nothing changes. Same service, same team, same quality.
We just found a clearer way to explain our value to the market.
Questions? Just reply to this email.
Devon
Checklist: Phase 2 Complete
- [ ] NSL campaign updated with new positioning
- [ ] New Signal Engine campaign launched
- [ ] 2 weeks of LinkedIn content published
- [ ] Existing clients notified
- [ ] Discovery calls scheduled from new outreach
6. Phase 3: Optimization (Week 5+)
Performance Review
Weekly:
- LinkedIn post performance
- Website traffic
- Inbound inquiries
- Discovery calls booked
Monthly:
- Conversion rates by channel
- Messaging resonance (post-call feedback)
- Competitive landscape changes
- Client feedback on positioning
Optimization Actions
| If | Then |
|---|
| Low website engagement | Revise headlines, add more proof |
| Low LinkedIn reach | Adjust content mix, test new formats |
| High objection rate on calls | Update objection handling, add FAQ |
| Slow pipeline | Increase outreach volume, refine targeting |
| Messaging confusion | Simplify, add more examples |
7. Launch Day Checklist
Before Going Live
- [ ] Website tested on mobile + desktop
- [ ] All forms working and sending to correct email
- [ ] LinkedIn profiles updated
- [ ] Email signatures updated
- [ ] Sales collateral ready to send
- [ ] Team briefed on new positioning
- [ ] First week of content scheduled
- [ ] Analytics tracking verified
Launch Day
- [ ] Website goes live
- [ ] LinkedIn profiles updated
- [ ] First posts published
- [ ] Team notified
- [ ] Existing clients emailed
Launch Day +1
- [ ] Check website analytics
- [ ] Respond to any LinkedIn engagement
- [ ] Monitor form submissions
- [ ] Address any issues
8. Risk Mitigation
Potential Risks
| Risk | Likelihood | Impact | Mitigation |
|---|
| Website launch delayed | Medium | High | Have backup: update current site with key changes |
| Messaging doesn't resonate | Medium | High | A/B test, gather feedback, iterate quickly |
| Team misalignment | Low | Medium | Pre-launch briefing, FAQ doc |
| Client confusion | Low | Low | Proactive communication |
| Competitor copies positioning | Medium | Medium | Move fast, own the narrative first |
Rollback Plan
If major issues arise:
- Revert website to previous version (keep backup)
- Pause outreach campaigns
- Revert LinkedIn profiles
- Assess and fix issues
- Re-launch when ready
9. Communication Plan
Internal Communication
| Audience | Message | Channel | Timing |
|---|
| Devon + Kevin | Full strategy review | Meeting | Pre-launch |
| Oliver | Positioning overview | Email/call | Week 1 |
| Contractors | Key talking points | Email | Week 1 |
External Communication
| Audience | Message | Channel | Timing |
|---|
| Existing clients | Service update, same quality | Email | Week 2 |
| Prospects (active) | New positioning in follow-up | Email | Week 3+ |
| Market | Positioning through content | LinkedIn | Week 2+ |
| Partners | Informal update | Email/call | Week 2+ |
10. Success Metrics Dashboard
Weekly Tracking
| Metric | Week 1 | Week 2 | Week 3 | Week 4 |
|---|
| Website visitors |
| LinkedIn post impressions |
| LinkedIn engagement rate |
| Connection requests sent |
| Connection requests accepted |
| Inbound inquiries |
| Discovery calls booked |
Monthly Tracking
| Metric | Month 1 | Month 2 | Month 3 |
|---|
| Website visitors |
| Inbound inquiries |
| Discovery calls |
| Proposals sent |
| Deals closed |
| New Signal Engine clients |
| Revenue from new clients |
11. Post-Launch Actions
Week 1 Post-Launch
- [ ] Review all analytics
- [ ] Gather initial feedback
- [ ] Address any issues
- [ ] Document learnings
Month 1 Post-Launch
- [ ] Full performance review
- [ ] Adjust messaging if needed
- [ ] Update content based on what's working
- [ ] Expand successful tactics
Month 3 Post-Launch
- [ ] Strategic review
- [ ] Update brand strategy docs if needed
- [ ] Plan next quarter
- [ ] Consider new channels/tactics
12. Launch Team
Roles
| Role | Person | Responsibilities |
|---|
| Launch Lead | Devon | Overall coordination, asset creation, content |
| Sales Lead | Kevin | Outreach campaigns, discovery calls, client comms |
| Design | TBD | Logo, graphics, collateral design |
| Development | TBD | Website build and launch |
| Contractor Alignment | Devon | Brief Oliver on positioning |
Communication Channels
- Urgent: Text/phone
- Day-to-day: Slack
- Documents: SOS folder
- Reviews: Scheduled calls
13. Budget Considerations
Estimated Costs
| Item | Cost | Notes |
|---|
| Logo design | $0-500 | DIY or affordable designer |
| Website development | $0-2,000 | Static site, DIY builder, or freelancer |
| Social graphics | $0-200 | DIY with Canva |
| Sales collateral design | $0-300 | DIY with templates |
| LinkedIn Premium (optional) | $60-100/mo | For Sales Navigator features |
| Total Estimated | $100-3,000 | Depending on DIY vs. outsourced |
ROI Target
If rebrand generates 2 new Signal Engine clients in 90 days:
- Revenue: $12,000+ (6 months x $2K)
- Investment: $100-3,000
- ROI: 4x-120x
14. Final Launch Checklist
Go/No-Go Criteria
| Criteria | Status |
|---|
| Positioning approved by Devon + Kevin | Pending |
| Messaging approved by Devon + Kevin | Pending |
| Visual direction approved by Devon | Pending |
| Website ready | Pending |
| LinkedIn profiles ready | Pending |
| First 2 weeks of content ready | Pending |
| Sales collateral ready | Pending |
| Team briefed | Pending |
Launch decision: When all criteria are "Go"
15. Next Steps
Immediate (This Week)
- Devon/Kevin: Review and approve Phase 1-3 documents
- Devon: Brief Oliver on new positioning
- Devon/Kevin: Approve visual direction
- Assign designer/developer for website and assets
Week 1
- Create logo files
- Begin website development
- Design social graphics
- Write first 2 weeks of LinkedIn content
Week 2
- Launch website
- Update LinkedIn profiles
- Notify existing clients
- Begin content publishing
This launch plan is the roadmap for rebrand execution. Update as milestones are reached.