Jacobs & Clevenger:

4 critical steps in a successful product launch

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Solving today's multichannel challenge

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Making your point at every touch point

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	1. Understand every segment

	2. Outline key objectives for each segment

	3. Align communications with the decision making process

	4. Create communications that connect on every level

Rule #2: Outline key objectives for each segment
Once unique, actionable segments are defined, it is important to determine how to align the communications efforts with each segment’s unique needs. This includes identifying behavior and attitudinal triggers that differentiate each group. To meet determine each campaign objective for every target audience segment, customers were divided into three distinct groups:

	Target Audience Segment	Key Objectives
1	Either cost or technology resistant	• Introduce service benefits • Generate interest • Overcome barriers to conversion
2	Adapted to new technology access solution but not information services	• Promote service benefits • Generate leads and sign-ups • Build on current perspectives
3	Have some information services subscription	• Cross-sell FedACH Information Services • Generate leads and sign-ups • Encourage target to cascade information throughout organization

The chart above sharply defines the communications framework. Now the FRB needed a multichannel, segment-driven campaign which chaperoned each target audience through a multi stepped decision making process.

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