hvac-marketing-skills/skills/launch-strategy/SKILL.md

---
name: launch-strategy
description: "When the user wants to plan a launch or campaign rollout strategy. Also use when the user mentions 'launch,' 'seasonal campaign,' 'feature announcement,' 'service rollout,' 'new service area,' 'equipment line launch,' 'go-to-market,' 'launch checklist,' 'GTM plan,' or 'we're about to launch.' Use this whenever someone is preparing to release or announce something publicly."
metadata:
  version: 2.0.0
  compendium:
    mode: enhanced
    tools: [db, analyze]
---

# HVAC Launch Strategy

You are an expert in HVAC launches and campaign rollouts. Your goal is to help users plan launches that build momentum, capture market attention, and convert interest into customers and revenue.

## Before Starting

**Check for product marketing context first:**
If `.agents/hvac-marketing-context.md` exists (or `.claude/hvac-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

---

## Core Philosophy

HVAC businesses launch continuously — seasonal campaigns, new service areas, equipment lines, new services. Each launch is an opportunity to capture attention and engage your audience.

A strong launch isn't about a single moment. It's about:
- Building awareness before the launch
- Creating urgency at launch
- Converting during the campaign
- Sustaining momentum after

---

## The ORB Framework

Structure your launch marketing across three channel types.

### Owned Channels

You own the channel and audience.

**Examples**:
- Email list
- Google Business Profile
- Website
- Text messaging (SMS)
- In-vehicle signage
- Technician conversations

**Why they matter**:
- Direct access — no algorithms
- Get more effective over time
- Compound value from repeated touchpoints
- High ROI

**How to use**:
- Email existing customers before public launch
- GBP posts teasing the launch
- Website banner and landing page
- Technician talking points

---

### Rented Channels

Platforms you access but don't control (algorithms, rules change).

**Examples**:
- Google Ads (for service area keywords)
- Facebook/Instagram ads
- YouTube
- Yelp
- Local directories (Angi, HomeAdvisor)

**How to use correctly**:
- Pick 1-2 platforms where your customers are
- Use them to drive traffic to owned channels
- Don't rely solely on rented channels

**Platform-specific tactics**:
- **Google Ads**: Target keywords like "HVAC near me," "[service name] in [city]"
- **Facebook**: Geotargeted ads to specific zip codes
- **Yelp**: Featured ad during peak season
- **YouTube**: Ads on HVAC-related videos

---

### Borrowed Channels

Tap into someone else's audience to shortcut visibility.

**Examples**:
- Local media coverage (newspaper, TV, radio)
- Contractor partnerships and co-op marketing
- Local event sponsorships
- Trade association visibility
- Influencer/local celebrity endorsements
- Partnerships with real estate agents, property managers

**Be proactive**:
1. Identify local influencers and partners
2. Pitch win-win collaborations
3. Set up co-op budgets
4. Leverage their audience

**Example**: Partner with local real estate agents on spring move-in season HVAC check promotions.

---

## Three Launch Types in HVAC

### 1. Seasonal Campaign Launch

**Examples**: "AC Season is Here," "Winter Heating Prep," "Maintenance Special"

**Timeline**:
- 4-6 weeks before season starts
- Launch message at peak season entrance
- Run campaign through peak season

**Typical campaign**:
- April-May: "AC Season Special — Tune-up $149"
- August-September: "Fall Heating Prep — Inspection $99"

---

### 2. New Service Area Expansion

**Examples**: "Now Serving [New City]," "Expanding to [County]"

**Timeline**:
- 6-8 weeks to build awareness
- Launch with local marketing blitz
- Sustain through first year

**Strategy**:
- Local Google Ads targeting new service area
- GBP optimization for new area
- Contractor partnerships in new area
- Local event sponsorship
- Email to past customers mentioning expansion

---

### 3. Equipment Line or Service Launch

**Examples**: "Now Offering Heat Pump Installations," "New Commercial Service Line," "Smart Thermostat Service"

**Timeline**:
- 3-4 weeks of education
- Launch with full campaign
- Sustain with ongoing messaging

**Strategy**:
- Educational content (why heat pumps, benefits, rebates)
- Sales training on new service
- Proposal template for new equipment
- Technician talking points
- Email campaign to existing customers

---

## Five-Phase Launch Approach

### Phase 1: Awareness Building (Weeks 1-2)

**Goal**: Let market know something is coming

**Actions**:
- Tease on owned channels (email, GBP, website banner)
- Start paid ads with "Coming soon" messaging
- Brief sales team
- Create landing page with early interest signup

**Example messaging**: "We're excited to announce [service/area]. Sign up to be first to know when we launch."

### Phase 2: Pre-Launch Buzz (Weeks 2-4)

**Goal**: Build anticipation and list for launch day

**Actions**:
- Share details (what, when, why)
- Highlight benefits and value
- Gather pre-launch list through email and GBP
- Brief technicians on talking points
- Confirm team readiness

**Example messaging**: "On [Date], we're launching [service] with a special offer for early adopters: [offer]"

### Phase 3: Launch Day/Week

**Goal**: Maximum visibility and conversion

**Actions**:
- Launch email to full list
- GBP post announcement
- Website banner and landing page live
- Start paid ads at full budget
- Technician promotion (cards, talking points)
- Announce to partnerships
- Press release if applicable

**Touchpoints**:
- Email announcement with offer and link
- GBP post with service area map or offer
- Google Ads for relevant keywords
- Landing page with clear CTA (call, book, learn more)
- Social posts (if applicable)

### Phase 4: Momentum Period (Weeks 2-6)

**Goal**: Sustain engagement and conversions

**Actions**:
- Follow-up emails to list
- Continue paid ads
- Share customer results/testimonials
- Retargeting ads for website visitors
- Technician promotion continues
- Monitor conversion metrics

**Timing**:
- Day 7: Follow-up email to non-responders
- Day 14: Success story or offer reminder
- Day 21: Final push before offer expires
- Day 28: Post-campaign email

### Phase 5: Long-Term Sustain (Ongoing)

**Goal**: Normalize new service/area into business

**Actions**:
- Integrate into regular email campaigns
- Include in monthly GBP posts
- Update website permanently
- Measure impact on revenue and bookings
- Optimize based on performance

---

## Seasonal Campaign Example: AC Season Launch

**Kickoff**: April 1

**Pre-launch (March 15-31)**:
- Email: "AC Season is coming — get $50 off tune-ups booked in April"
- GBP post: "Prepare your AC for summer. Schedule your tune-up now."
- Website: "AC Season Special" banner above the fold

**Launch Week (April 1-7)**:
- Email blast to entire customer list
- Google Ads targeting "AC tune-up near me," "HVAC near me"
- Facebook ads geotargeted to service area
- GBP featured ad (if budget allows)
- Technicians promote during every service call
- Landing page with offer and booking link

**Momentum (April 8-May 31)**:
- Weekly GBP posts about AC tips, maintenance benefits
- Email to non-converters (Day 7, 14, 21)
- Continue paid ads through peak season
- Share customer testimonials
- Retargeting ads for website visitors
- Text messages to existing customers (if opted in)

**Offer structure**:
- "$50 off AC tune-up" (limited to April-May)
- Bundle offer: "Tune-up + filter + inspection: $149 (save $50)"
- Maintenance agreement incentive: "Sign a 1-year agreement, get first tune-up free"

---

## New Service Area Launch Example: "Now Serving Oakland"

**Timeline**: 6 weeks before launch

**Phase 1: Awareness (Weeks 1-2)**
- Email to existing customers: "We're expanding to Oakland — stay tuned"
- GBP post: "Coming soon to Oakland"
- Website update: "Expanding service areas"

**Phase 2: Buzz (Weeks 3-4)**
- Details announced: "Official launch June 1 in Oakland"
- Email with offer: "First 50 Oakland customers: $100 off furnace service"
- Partner outreach: Contact contractors, real estate agents, property managers in Oakland

**Phase 3: Launch (Week 5-6)**
- Google Ads go live for Oakland keywords ("HVAC Oakland," "furnace repair Oakland")
- Email: Launch announcement with booking link
- GBP post: "Now serving Oakland — here's how to book"
- Facebook ads: Geotargeted to Oakland zip codes
- Press release (local news, chamber of commerce)
- Partnerships: Co-op marketing with local contractors

**Offer**:
- "First 100 Oakland customers: $100 off service"
- Maintenance agreement discount: "3 months free (normally $79/month)"

**Measurement**:
- Track number of Oakland bookings per week
- Monitor CAC (cost per acquisition) in new area
- Compare to other service areas
- Measure conversion rate from initial contact to booked job

---

## Launch Checklist

### Pre-Launch (4-6 weeks before)
- [ ] Define what's launching, target audience, key dates
- [ ] Build landing page or campaign assets
- [ ] Create email campaign (pre-launch, launch, follow-up sequence)
- [ ] Prepare GBP posts and social content
- [ ] Set up Google Ads campaign with relevant keywords
- [ ] Brief sales team and technicians
- [ ] Prepare offer (discount amount, validity period, redemption)
- [ ] Set up analytics/tracking

### Launch Day/Week
- [ ] Email to full customer list
- [ ] GBP post announcement
- [ ] Website banner and landing page live
- [ ] Google Ads live
- [ ] Paid ads budget allocated
- [ ] Technician talking points active
- [ ] Monitor for technical issues (website, booking system, emails)
- [ ] Respond to inquiries quickly

### Post-Launch
- [ ] Follow-up emails (Day 7, 14, 21)
- [ ] Track conversion metrics daily
- [ ] Optimize ads based on performance
- [ ] Share successes/testimonials
- [ ] Monitor offer redemption rate
- [ ] Measure impact on revenue
- [ ] Gather team feedback
- [ ] Plan next launch

---

## Task-Specific Questions

1. What are you launching? (Seasonal campaign, new service, new area, equipment line)
2. When? (Launch date and season)
3. Who's the target customer? (Homeowners, commercial, contractors, distributors)
4. What's the primary offer/incentive?
5. What's your current audience size (email list, past customers)?
6. What's the budget (paid ads, team time)?

---

## Compendium Integration

Use Compendium to support launch planning:

- **Market research**: Analyze seasonal demand patterns, competitor campaigns
- **Customer data**: Identify high-intent customers for targeted launch emails
- **Performance analysis**: Measure launch impact on bookings and revenue

**Tool tiers**: Database queries, analysis

---

## Related Skills

- **marketing-ideas**: For additional launch tactics and ideas
- **email-sequence**: For launch and follow-up email sequences
- **marketing-psychology**: For psychology behind urgency and scarcity in launches
- **sales-enablement**: For launch sales training and team enablement
- **pricing-strategy**: For launch offer design and pricing