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1. Reference your Web site everywhere possible.
This is the best way to give your Web address maximum coverage. Have your URL printed on all stationery and business cards. (If your budget does not allow for an immediate reprint of all items, implement this plan the next time you need a reprint.) Your URL should be included in print ads, newsletters, brochures, direct mail pieces, signs, packaging, and invoices.
2. Send an announcement to your email lists.
Do you keep one or more email lists for members, affiliates, or other affinity groups? If you don't, you should. Draft at least two messages for distribution to your lists. Send a "coming soon" teaser two to three weeks prior to launch with a quick summary of features and goals of the new site. In particular, list the features that are designed to appeal specifically to the group.
3. Print teasers in your newsletters.
If you mail a monthly or quarterly newsletter, design a teaser for the issue prior to launch. Create a "coming soon" box with the new Web address, a list of features, and the anticipated launch time frame to generate excitement.
4. Send a postcard.
If direct mail is a regular part of your marketing strategy, make room in your budget for a postcard mailing to announce the launch of your Web site. Design the postcard to mimic the design of your new site. Make it simple and eye-catching, with your Web address prominently displayed, and the features of your Web site in an "at-a-glance" bullet-point list. Mail the postcard within a week of your launch.
5. Post an announcement on your current Web site.
If your new Web site is a redesign, let your current visitors know what to expect and get them excited. Post a teaser on your current homepage with the launch date (or approximate launch time frame) and bullet points highlighting the most important new features.
6. Add a teaser to your email signature.
Email is a vital part of your daily communication. If you already have an automatic "signature" inserted at the end of each email, add a teaser about your new Web site. If you don't use a signature, explore your email software options panel and create one.
7. Make an announcement at your conference or other live events.
If you will be attending a conference or other event in the weeks preceding your Web-site launch, announce your pending launch during your presentation, and mention the services and features you plan to offer. If possible, arrange for equipment to show a brief presentation of the site — a screen shot of the new design, site map, forms, search interfaces, or other special features.
8. Create promotional items specifically for advertising your Web address.
Print your Web address on pens, bookmarks, magnets, or other "fun" giveaway items for liberal distribution at conferences, exhibitions, and other events, and to give to donors and members.
9. Distribute a press release to your local media and industry publications.
As a nonprofit organization, your new Web site offers service to your stakeholders. Send a press release to your local media and industry-specific publications to generate publicity (make sure your contact names are up-to-date — they change frequently)
10. Hold a press conference.
Here is your chance to have the media's undivided attention. Start planning the press conference early — one to two months before the site is scheduled to go live. Establish clear and measurable objectives and write your agenda. Set the date for a week or so after the live date (to make sure all the loose ends are tied up). |
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