Leeds Branch Launch
Executive Overview
This Leeds launch system becomes the default launch model for all new Plastic Centre branches and refurbishments.
The Leeds launch defines the scalable "Branch Launch Engine." This repeatable framework ensures consistent execution and predictable footfall and lead capture for the 60-branch rollout over three years.
Pre-Launch
Build trade database 6 weeks prior via landing pages, outreach, and geo-targeted social ads.
Launch Week
Activation using opening offers, supplier demos, and "Pie-Day Friday" events.
Post-Launch
CRM sequences to convert visitors into long-term credit account holders.
Core Objectives
- Capture: Secure local trade leads at source.
- Convert: Turn footfall into 30-day trade credit accounts.
- Scale: A standardised system where only local variables change.
Paid Social Creative - Trade Account Focus
HTML Pre-Launch Email Framework
In-Branch Sign-Up Tablet UI
Trade Counter Branding & Signage
Leeds Opening Offer Flyer (Up to 52% Off)
We Won't Be Beaten On Price
1. Purpose of the Branch Launch Engine
This playbook defines the standard operating procedure for all Plastic Centre branch launches and refurbishments. It ensures consistent execution, predictable footfall, and local trade database growth while minimising per-branch setup cost.
2. Phase-by-Phase Execution Detail
Phase 1: Pre-Launch (T–6 to T–1)
- Channels: Social, Email Newsletters, Cold Email, Physical flyers.
- Assets: Landing page, socials, trade outreach emails, sign-up tablet UI.
- Owner: Central Marketing Team.
- Goal: Capture leads into CRM with trade-type tagging.
- Done Criteria: Landing page live, tablet UI configured, pre-launch email approved.
Phase 2: Launch Week (T-0)
- Activity: Social posts, paid social, dripped email campaigns (web customers & local trades), Pie-Day Friday giveaway.
- Flow: Guided tablet capture at trade counter; POS placement at high-traffic points.
- Sync: Real-time data sync to lead routing rules.
- Owner: Branch Manager + Marketing (remote support).
Phase 3: Post-Launch
- Nurture: Automated email sequences with local offers, encourage trade accounts, continue socials.
- Follow-up: Sales retargeting, branch to encourage new accounts, continue paid socials.
- Success Metric: New account sign-ups, repeat purchases.
3. Asset Library Index
| Asset | Phase | Owner | Local Variables |
|---|
| Landing Page | Pre | Marketing | Branch Name, Address, Date |
| Email Sequence | Pre/Post | Marketing | Manager Name, Local Contact |
| Tablet UI | Launch | Marketing | Branch ID |
| POS Posters | Launch | Ops | Offers, Local Suppliers |
4. Branch Manager Input Requirements
Required 8 weeks prior to launch:
- Branch opening date & Manager name.
- Local supplier list for launch day coordination.
- Top 3 local loss-leader opening offers.
- Delivery radius & preferred weekly event day.
