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PRODUCT LAUNCH CAMPAIGN

Robust go-to-market content library built to launch the second edition of The AT-A-GLANCE® FOUNDATION Planner, an undated 3-step system that empowers planners, dreamers, and doers to achieve their goals.

PROBLEM

With limited in-house resources and capacity, campaign work was usually outsourced to agency partners. Our internal teams weren’t accustomed to campaign-style planning and production, but our newest collection needed the promotion it deserved.

GOAL

Build on the collection’s first-edition campaign to launch three new planner types while staying true to existing content and maintaining internal organization.

CONTRIBUTIONS

Project Manager
Art Director
Sole Content Designer

PLANNING

Planning sessions were held to ensure a smooth production process. During this phase the cross-functional team and I:

Established video themes
Purchased props
Toured spaces for production
Vetted models
Tracked expenses
Shot in house test-shots

PRODUCTION

Go time; five days were scheduled to shoot footage for a total of nineteen videos in addition to still shots. On set, I:

Provided art direction for sets, outfits, and prop/product placement
Acted as liaison between brand/product and creative teams
Directed photo shoots to build a diverse library of still assets
Handled logistics like prop and product organization, set switches, model direction, etc.

EXECUTION

Collection overview hero video for context

Final product gallery using GOAL SETTING format as example (click arrows or thumbnails to navigate, or swipe on mobile)

A green foundation planner with a black elastic band on the right side. A label on the left side reads 'AT-A-GLANCE Foundation Planner Goal Setting Undated Goal & Habit Tracking 3-Step Planning Process Weekly/Monthly' with icons and text in black, wh

Open planner with weekly agenda and task notes on a wooden desk, with a white keyboard, a small bowl of gold and silver push pins, a pair of glasses, a black hat, and a white computer mouse nearby.

An open planner on a wooden desk with handwritten notes and appointments, a pen on the right side, a pair of glasses, a black hat, a cup, and a keyboard in the background.

Open planner with goal setting, project planning, and monthly focus pages.

Open planner with coffee-themed stickers, photos, and notes, surrounded by office supplies including scissors, colored pencils, paper clips, a stapler, and a computer mouse on a wooden desk.

A desk workspace featuring an open planner with handwritten notes and diagrams, a black pen, a pair of gold scissors, two small photos, a golden stapler, a container of colored pencils, a desktop mouse, a white tray with gold paper clips, and a mirro

Planner with sticky notes and printed schedules for organizing appointments, meetings, and priorities.

Green notebook with black ribbon bookmarks and white pages tucked inside.

A woman with curly hair wearing a blue sleeveless top holding a green notebook, standing in a room with a brick wall and large green plants in the background.

Green notebook with a pen attached to the side via an elastic strap.

Top view of a wooden desk with a green planner, black glasses, a white keyboard, a small bowl of gold and silver paper clips, and a black computer mouse on a black mouse pad.

Amazon A+ content

Let’s Make Your Goals a Reality
Focus on what matters to you! The undated AT-A-GLANCE FOUNDATION GOAL SETTING Planner uses a 3-step system that takes the mystery out of goal setting. It’s okay if you don’t have specific goals in mind from the start. We’ll help guide you from brainstorming to structure.

Vision board and mind map pages with light bulb icon

It’s as easy as 1, 2, 3

Step 1: Envision Your Life
Use the vision board and mind map to organize your thoughts and dreams

Step 2: Shape Your Goals
Create actionable goals and explore habits to help you along the way

Weekly and monthly planning pages with checkbox icon

Step 3: Make it Reality
Track your progress on the undated weekly and monthly planning pages

High-Quality Paper
Plan your day without fear of distracting ink bleeding. The high-quality paper is designed for ink bleed resistance to help keep plans neat and legible.

Magnetic Closure
Pages stay in place. The magnetic closure helps keep plans safe and secure, plus it holds the planner closed when placed in a bag or purse.

Close up of stuffed planner storage pocket

Close up of woman placing stick into planner with two sticker sheets on desk underneath

Close up of woman opening FOUNDATION Planner

Your Favorite Features

Helpful Stickers
More ways to stay organized! This planner comes with two sticker sheets, so you can label due dates, priorities, appointments, wins and more.

Storage Pocket
Keep receipts, notes, grocery lists and more alongside your schedule. The built in pocket stores loose sheets and pages right in your planner.

Woman writing in monthly planning spread of FOUNDATION Planner

More Space to Imagine the Possible
Build a strong foundation for life’s goals with the AT-A-GLANCE FOUNDATION Planner of your choice. Available in GOAL SETTING, WELLNESS, and BUDGET, you can find the right fit for your lifestyle.

Direct-to-consumer site page preview (click to see more)

Preview of direct-to-consumer site FOUNDATION overview page on desktop computer

Amazon Brand Store section preview (click to see more)

Paid media examples (asset bank created for Meta & Google Performance Max ads)

Facebook feed ad example

Google display ad example

Sample of image bank by ad destination (collection overview page, or specific item PDP)

Overall Collection

Woman holding FOUNDATION planner open in intro/guide spread.

Woman writing in FOUNDATION planner on modern desk setting.

GOAL SETTING Planner

Woman in modern office setting holding green planner.

Woman in modern office setting holding orange planner.

WELLNESS Planner

Woman writing in planner in modern desk setting.

BUDGET Planner

Woman in modern office setting holding blue planner.

Customer banner examples (SP Richards & Essendant versions shown, also created for Office Depot/OfficeMax & ODP Business Solutions)

Horizontal banner ad for FOUNDATION planner with text "An undated 3-step planning system. More space to imagine the possible"

Horiztonal banner ad for FOUNDATION planner with text "An undated 3-step planning system. More space to imagine the possible"

Banner advertisement for AT-A-GLANCE Foundation Planner featuring three undated 3-step planning system planners in blue, green, and teal, with text promoting more space to imagine the possible and a 'Shop now' button.

Square banner ad for FOUNDATION planner with text "An undated 3-step planning system"

Vertical banner ad for FOUNDATION planner with text "An undated 3-step planning system. More space to imagine the possible"

Promotional emails (click to open email PDF previews)

OUTCOME

A cohesive product and brand story was disseminated across a variety of digital placements, successfully launching the collection and educating consumers on how the FOUNDATION Planner helps make life more manageable. I guided the execution and development process end-to-end and created all static content to feed the campaign.

IMPACT

Product placed at 5 retailers including our direct channel
Nearly 300 assets distributed to over 10 digital channels
Paid social generated over 300k impressions, 18k clicks, 300 purchases, and $25k in revenue within 60 days

All images are property of ACCO Brands & may not be copied or redistributed. Shown for presentation purposes only.

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