AI Feature Suite Launch

Problem

The Newsela brand faced several challenges in developing a POV on AI:

• Limited Existing Features: This top down leadership ask gave the GTM team just over a month to launch.
  
• No Lesson Planning: The Newsela platform lacked a tool to streamline teacher planning.
  
• Limited Roadmap Messaging: Reps couldn't speak to any incoming features that would soon support needs.
  

These issues prevented Newsela from fully communicating its value on AI and building pipeline.

My Process

1. Create a Positioning & Messaging Brief

• Met with product manager partner to understand the purpose of the 8 incoming features.
• Drafted positioning: Problem statements, pain points, feature descriptions, & competition.
  
• Drafted messaging: Customer-facing comms at varying lengths, links to supporting materials, & FAQ.
• Shared brief with the customer org after reviewing product / content marketing edits.
  

2. Create AI Feature Flyer

• Mocked up flyer including the copy, visuals, and layout in Canva.
• Communicated desired visuals with design team who finalized layout.
  
• Developed the template that another product line's AI feature suite later followed.

3. Launch Landing Page

• Mocked up desired copy and visuals in a template.
• Communicated desired visuals with web team who published the page.
  

4. Create Battle Cards

• Researched, developed, and distributed battle cards for top 3 AI competitors.

My Deliverables

Key Solutions Delivered:

• Positioning & messaging brief arming sales, customer success, and marketing teams to GTM.
  
• AI feature flyer providing a one-stop-shop look at the feature suite.
  
• Landing page detailing this platform's feature suite, relationship with other products, and CTA to learn more.
  
• Battle cards supporting customer conversations when competitors are named.
  

Additional Enhancements:

• Included the suite in the implementation guides published in a similar timeline.
• Reviewed blog for feature positioning and messaging.