Announce a new campaign.
Target Size: 100+ people | Attributes: Aspirational, Action-Oriented, Introductory | Shorthand: “I want to announce a new initiative.”
Don’t hold events that should have been an email. If you’re going to host a kick-off event, make it worth people’s time. Do things that cannot be done online. Take advantage of the fact that people are physically in the same place.
Create some intrigue. Be mysterious…but not too mysterious. Create anticipation and intrigue by teasing people with the announcement but make sure that you give people new information at the event.
Make it actionable. Don’t let people leave without a clear understanding of what comes next and how they can get involved.
- Create something exciting
- Develop your message
- Keep it a secret until the announcement
- Gather friends, supporters, and media
- Unveil the good news
- Tell people how they can get involved
- Follow-up afterward personally and online
Sprout developed a high-profile event to support the launch of the new Hive initiative in Pittsburgh. The event featured notable speakers, a selection of key announcements, and time for networking.