Launching the Lighthouse™ Liquid Level Alarm
The Lighthouse™ Liquid Level Alarm, recently launched by See Water, Inc., is designed to monitor liquid levels at various alarm points where potentially hazardous conditions could arise. This product is particularly suited for the HVAC, commercial (including agriculture), residential, and wastewater sectors.
Once the engineering components are completed, the marketing team at See Water, Inc. takes charge of all promotional, advertising, and social media content for the product launch. This process typically involves creating literature such as catalog sheets and installation brochures, product photos, a product page on the See Water, Inc. website, a press release, and social media posts both before and after the launch.
During my summer 2024 internship, I had the opportunity to be deeply involved in this entire process. I gained invaluable insight into the behind-the-scenes and detailed steps required to introduce a new product to the world, starting with just a blueprint and spec sheet.
To establish a strong foundation for the marketing campaign, my responsibilities included:
Consulting with the sales team to understand the challenges the product addresses and identifying the target market
Conducting a comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis and evaluating it critically
Ensuring the accuracy of information and presenting it in a clear, concise manner to benefit all departments
Researching prices of comparable products and their applications, particularly those similar to the Liquid Level Alarm
Defining the key message, selecting the appropriate channels, and identifying the target audience
Developing a timeline for launching social media posts and determining the frequency of posts following the launch
Creating a framework for evaluating the success of the campaign
While working on the catalog sheet and installation brochure, my tasks included:
Researching information about the product's market applications and gathering relevant data
Crafting copy for the product, including a detailed overview, key features, and ideal use cases, ensuring the writing maintained a professional and approachable tone consistent with See Water, Inc.'s other products
Using Adobe InDesign to effectively organize and present the information in a professional and visually appealing layout
Editing product photos in Photoshop to ensure the correct sizing and file format for optimal compatibility with this type of document
Creating a comprehensive flowchart on Lucidchart, a web-based diagramming application, to illustrate the system's operations
When copywriting for the press release, my responsibilities included:
Gaining a thorough understanding of the product's features and identifying what would resonate with the target audience
Learning how to craft an effective news release outline, including the structure of announcement, supplementary details, a quote from Senior leadership about the product, additional supplementary details, and a conclusion, while ensuring the content was engaging and relevant to the industry
Ensuring that the outline adhered to the correct format and that important details (such as SeeWater Inc. logo, address, Media Contact information, company contact info, and general company information) were accurately presented in the appropriate order and font size
This project significantly enhanced my skills in critical thinking, time management, and attention to detail. From the initial stages of developing the Lighthouse™ Liquid Level Alarm brand to finalizing the press release copy, this experience was distinct from my previous team-based roles and coursework. It was both fascinating and rewarding to explore the process of product development (including understanding the schematics), organizing the information into clear documents, and marketing the product to the public.