Nova Home Starter Launch - Marketing Campaign Plan
Owner: Rachel Lane, Campaigns | Version: Draft 0.7b | Review date: 2 August | Approval: Brand approved, Ops confirmation outstanding | Open owner: launch-date wording TBC
Version note: please ignore the version circulated on 29 July; partner wording was updated, but the launch-date assumption was not rechecked with Ops.
Executive summary
The Nova Home Starter campaign is intended to introduce the new bundled starter offer to existing household customers and selected acquisition audiences. The current plan uses the August launch slot as the public launch date / campaign date. This slot has been used for provisional media booking, partner social scheduling and homepage planning.
The campaign is commercially useful because it packages existing product components into a simpler entry offer. The messaging is therefore less about technical detail and more about convenience, reassurance and first-week availability. The campaign should not imply guaranteed dispatch unless Operations confirms launch-week fulfilment.
Campaign objectives
- Create awareness among existing customers who have previously browsed starter products but did not purchase.
- Generate launch-week orders through email, paid social and partner posts.
- Use website homepage placement to make the bundle feel like a coordinated launch rather than a minor catalogue update.
- Keep support language simple enough that Customer Support can answer early questions without bespoke handling.
Campaign schedule
- 5 August: Final creative review due. Current creative uses "Available from launch" wording. Comment from Brand: avoid "guaranteed" language unless Ops clears it.
- 7 August: Email build handed to CRM under ticket CRM-1184. Subject line still provisional.
- 9 August: Partner asset pack due to be sent to two channel partners. Partner copy still says "launch week".
- 12 August: Email announcement scheduled for 09:00. Paid social activity begins at 12:00.
- 12-14 August: Partner posts and short launch sequence planned.
- 12-25 August: Paid social flight booked. Budget can be paused but not fully recovered after launch week.
- After Friday call: Rachel to update "available from launch" copy if Operations confirms first fulfilment remains later than campaign activity.
Risks and dependencies
The campaign plan assumes the bundle can be sold and described clearly on 12 August. It does not independently verify stock, packaging, dispatch capacity or support readiness. Any shift to a phased launch will require changes to the email body, website banner, paid social captions and partner copy.
- Availability wording depends on confirmed stock position. Review comment RL/01: awaiting Ops readout before final copy lock.
- Customer Support needs approved answers for delivery, substitutions and partial availability.
- Final imagery has not yet been signed off by the website team.
- If supplier packaging delays retail-ready packs, the campaign may need to avoid "ready now" language.
- Carried forward from MKT review 29 July: decide whether "launch week" means campaign live, orders open or dispatch starting. No named approver yet.
- Comment from Rachel below: the phrase "launch date" is being used in three different ways across the pack; Marketing only owns campaign timing.
Notes not directly related to launch readiness
Side note from MKT weekly: the creative team has also asked whether the autumn colour palette should be carried into the product photography. This is a brand consistency point and does not affect the launch decision, although it may affect future campaign refresh work.