LMO was challenged to promote American Psychological Association's (APA) new product, APA Style CENTRAL®, at the American Library Association conference. APA Style CENTRAL® is a revolutionary electronic resource designed to support educators and students throughout all stages of research and writing, from idea generation to publication.
While the web-based suite was not yet ready to debut, APA wanted to soft-launch the product at this key event. Our goal was to reveal selected product features and drive visitors to sign up for more information.
With a quick turnaround and firm launch date, our team set to work conducting a series of calls and in-person sessions with client stakeholders. We wanted to identify the common problems that these stakeholders shared, then highlight the solutions the new product offered each on the landing page.
On the landing page, we prominently displayed a video demonstrating the features and benefits of APA Style CENTRAL®; this engaging introduction used high contrast and bright colors to grab attention.
We drove leads through a strategically placed signup form with a field that allowed users to self-identify as one of APA’s key marketing segments for later re-marketing. The site was designed responsively to ensure that users on a variety of devices would be able to easily and quickly navigate through the page.
Our soft-launch landing page for APA Style CENTRAL® collected over 650 leads during its 30+ day live period, positioning APA on the fast track for growth in the coming year as they market their new product.