I see it all the time. A company spends months and months deconstructing and reconstructing its brand, website, a new product, service, or event. They exhaust themselves asking all the right questions and thinking through all the key details. Except one: How to best unveil their new baby when it’s ready.
If you want to see how to do it right, go check out The Crossroads Project at crossroads.nd.edu.
In short, it’s the largest building initiative ever by the University of Notre Dame, including “construction of more than 750,000 square feet…attached to the west, east, and south sides of the University’s iconic football stadium.” The construction will begin in about two years and take about 3 years to complete.
Before I go on, yes I admit…I’m a homer. I love Notre Dame football. But you don’t have to be a fan of the team to be a fan of this site. They did so many things right with the launch of these construction plans. Let me name a few.
They didn’t take the easy road by just adding a new page to their existing site. They built and designed an entire new website to house the unveil plans and future news.
Notre Dame kept it simple stupid. While there’s a large amount of information on website, they made it very manageable and easy for the user to find what he/she’s looking for on the site.
The project’s pretty massive, taking nearly three years to complete. But Notre Dame sliced and diced the project into manageable bites. There’s the project overview, and then more detailed descriptions on specific construction elements.
You don’t have to wait until the project’s been unveiled before you address the frequently asked questions. Notre Dame anticipated what people would be asking (or collected them before the launch) and proactively provided answers.
Written words are important, but some people like to watch the story told to them. Notre Dame did a great job sharing the project via well-produced videos. And they posted them to YouTube, making them accessible and shareable.
If people will be visiting your website, you might as well collect their contact info. Notre Dame made that easy by asking people to share their email address to stay updated on the project. Easy enough.
Notre Dame didn’t forget about the Press. In fact, they made it quite simple for journalists to grab copy from the press release, download renderings, and snag video embed code.
Obviously, Notre Dame has some deep pockets, and you may not be able to do all they did. But chances are, you can follow their lead in some ways.