AI Feature Suite Launch

Problem

The Newsela platform faced multiple challenges in their digital presence:

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

These issues prevented Newsela from fully communicating its values and building pipeline.

Process

1. Create a Positioning & Messaging Brief

• Met with product manager partner to understand the purpose of each incoming feature.
• 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 edits from product / content management partners.
  

2. Create AI Feature Flyer

• Mocked up flyer including the copy, visuals, and layout in Canva.
• Communicated desired visuals with design team who finalized the organization of the piece.
  
• Set the template that another products' 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 and developed battle cards for top 3 AI competitors.

Solution

Key Solutions Delivered:

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

Additional Enhancements:

• Included the suite in the implementation guides published in a similar timeline.
• Developed blog for content marketing and thought leadership.