Leadplan marketing

New Product Launch Program


What We’re About

Our passion is driven by the results we achieve for our customers, helping them to reach a larger audience so they can be more successful with their business. Our goal is to put our clients’ best interests first and make each and every one a fan for life.

Win Together

We believe in establishing a “win together” relationship that’s built around transparency with each and every client we work with. We are focused on developing strategies with you that will contribute to your success, within your budget, while delivering on expectations that we set together. Our goal is to work and win together as a team.


We believe in diving deep into what makes each of our clients’ businesses unique, the specific problems their products or services solve, and most importantly, the metrics from which we will measure success, in order to develop the most impactful and efficient results possible. With strategies rooted in thorough research, you will feel confident that you’re making informed decisions with your budget.

Branding + Marketing

We believe that branding and marketing have a symbiotic relationship when it comes to strategies that effectively move the needle. We specialize in formulating strategies that not only get in front of key audiences but also connect with them by clearly defining why they should care and what problems we can help them solve—greatly increasing the chances that they will purchase with you.

Who we are

John Smiddy – Owner/Marketing Consultant

As the founder of LeadPlan Marketing and Author of the Amazon best seller Stop Guessing Start Marketing, John brings a wealth of experience and expertise. With a track record of success working with renowned brands such as Skullcandy headphones, Vans, and countless nutrition brands John has consistently guided organizations to exceptional growth and success. His innovative approach to marketing planning has solidified his position as a trusted authority in the industry.

Mike Hardy – Brand Strategist & Creative Director

An award-winning brand strategist with more than 25 years of experience in roles ranging from print production to high-end creative direction, Mike prides himself on understanding how to motivate an audience to take the desired action. Over the years, Mike has amassed numerous accolades, including more than 50 Addy Awards, while working with global brands such as Starbucks, Duracell, Harley-Davidson, Procter & Gamble, Coors, Kroger, Ace Hardware, and Polaris.

Amber Stevenson – Account Manager

With over 10 years of experience in sales and consulting, Amber is passionate about helping clients reach their goals. As a “people person,” Amber knows how to work with companies large and small to communicate ideas and strategies, and see their vision come to light. 

 Heidi Jones – Project Manager

Heidi brings extensive project management in multiple industries to the table, and is experienced in bringing teams together to achieve client goals. Organization is her game, and work flows are her bag. She’s a master at follow through, believes in a strong work ethic, and that no day is complete without a hearty laugh!

Andrew Craig- Director of Amazon

With a love for technical data analysis, Andrew keeps a close eye on how your Amazon listing is ranking, selling, and performing while examining new opportunities to elevate your Amazon presence. 

NiCo Graph- Director of visual production

A highly experienced professional with a background spanning nearly two decades in advertising and design. With a strong foundation in creativity, NiCo has honed his skills in presenting comprehensive marketing strategies and ensuring effective product placement. Throughout his career, he has excelled in coordinating project execution with clients, ensuring seamless collaboration and exceptional outcomes.

Sheri Kowalski – Art Director & Copywriter

A creative talent with 18 years in the business, Sheri specializes in creative strategy and execution. Her unique ability to clearly visualize the desired outcome, bolstered by her abilities to bring it life through design, photography, and writing make her an amazing all-around talent for creative executions. 11 years working with motion graphics for CBS Television Studios, where she was nominated for multiple Emmys for design and animation, rounds out Sheri’s broad and experienced skill set.

Chuck Vroom – Art Director

Chuck has spent his career honing his skills working on global brands including Ford, Jeep, UnitedHealth Group, OnStar & Rocket Mortgage. Over the years, Chuck has worked on everything from online advertising campaigns to full rebrands. Chuck loves working hands-on, so diving deep into design files is a comfort zone for him. In his own words, Chuck is ‘driven to make amazing stuff that people love.’ 

Rich Connolly – Graphic Designer

As a lifelong creative, Rich boasts a diverse skillset that he loves to get his hands dirty with. From layout design, illustration, and writing—there’s nothing he won’t happily dive into as his true strengths lay in his adaptability and enthusiasm. He takes pride in being someone who can figure it out and rises to any creative challenge. Rich’s attention to detail enables him to complete projects quickly and his clever wit and humor are always welcome, especially when the deadline looms. 

Our Secret Weapons


Powerful branding is the key to selling on value rather than relying solely on cost. When looking to raise margins, branding is the first place to start. We recommend providing our team with your brand guide or have us execute the following. 

Brand Scripts: Our Brand Script process will help to define your unique selling proposition (USP) while clearly articulating the problem your audience faces, as well as establish you as an authority on how to help them solve that problem.

Brand Scapes: Our Brand Scape process will provide the perfect visual aesthetic that will invite your audience in to listen to your message while providing design consistency for your brand —greatly improving your brand recognition and equity.


Over the years we’ve developed a process for launching new products in the most efficient and cost-effective way possible. We know that creating a brand that stands out to your audience is the first step in that process. Our Launch Program includes the following:

Video production

Photo shoot (from video shoot

Email Marketing

Product photo shoot

Product imagery and graphics

Amazon product listings

Landing page connected to Amazon

Digital advertising


It is important that we have alignment on the high-level goals of the project. Our efforts will make these goals a reality.

Project Objectives

  • Build awareness and excitement for new product leading up to the launch 
  • Create a landing page and Amazon store for customers to purchase the product
  • Execute digital marketing tactics to help drive online sales
  • Measure the first 30 days of the launch for final results

how objectives will be met

Video Package:

 Pre- Production

We propose an exciting video project that aims to captivate and engage the target audience through a well-executed concept. Our concept idea revolves around the creation of Mila’s new product following the process she will undergo in order to bring this product to life for her followers. The objective is to create a visually stunning and thought-provoking video that builds awareness, trust and leaves a lasting impression on viewers while compelling them to purchase.


Concept Creation

  • Identify the central theme or narrative of the video project.

  • Determine the desired message and emotions to convey.

  • Brainstorm creative and unique ideas that align with the objectives.

  • Develop a concept that is visually appealing and thought-provoking.


Video Structure

  • Divide the video into distinct sections or scenes.

  • Plan the progression of the story, ensuring a cohesive narrative.

  • Incorporate visual and storytelling techniques to maintain viewer engagement.

  • Create a climactic conclusion that leaves a lasting impression.


Art Direction

  • Define the overall visual style and aesthetics of the video.

  • Establish a color palette that complements the concept and desired emotions.

  • Collaborate with artists and designers to bring the vision to life.

  • Ensure that each frame reflects the intended atmosphere and enhances the impact.



  • Arrange necessary resources, such as equipment and personnel.

  • Develop a detailed schedule for shoots and meetings.

  • Secure suitable locations for filming.

  • Coordinate with team members to ensure smooth project execution.



  • Create a visual roadmap outlining key scenes and transitions.

  • Illustrate camera angles, framing, and essential elements for each scene.

  • Use the storyboard as a communication tool for the team.

  • Provide a clear vision for the project and aid in decision-making.


Production Design

  • Design sets, props, and costumes that align with the concept.

  • Develop a cohesive visual aesthetic throughout the video.

  • Collaborate with the art department to bring the vision to life.

  • Ensure that the production design enhances storytelling and engages the audience.


Motion Graphics

  • Determine areas where motion graphics can enhance the video.

  • Design dynamic and visually appealing graphic elements.

  • Seamlessly integrate motion graphics into the video.

  • Work closely with the creative team to align the graphics with the overall concept.



Our production aims to execute the pre-production planning to engage the target audience. Throughout the process we work to ensure a cohesive and visually appealing outcome. By effectively guiding the shoots in coordination to our plan, we will bring the desired concept to life and create captivating visuals that resonate with the audience.


  • Provide expert direction throughout the video production process.

  • Ensure a cohesive and visually appealing outcome.

  • Guide the team and talent to bring the desired concept to life.

  • Create engaging visuals that resonate with the target audience.

Video Production 

  • Deploy our videographer for on location video shoots.

  • Capture high-quality video footage that aligns with the concept and vision.

  • Pay attention to framing, composition, lighting, and camera movement.

  • Portray the essence of the subject through skillful video production techniques.

Audio for Video Shoot

  • Incorporate audio elements that complement the visuals.

  • Record suitable background music, sound effects, or voice-over narration.

  • Enhance the sensory experience for the audience.

  • Ensure audio elements align with the concept and objectives.

Post Production

Execution of a comprehensive video editing project that encompasses both the main timeline and the creation of 10 short clips specifically tailored for social media platforms. Our team of skilled editors will ensure a seamless and captivating viewing experience, highlighting the key elements of the footage and optimizing it for various Social media platforms.

Editing Main Timeline

  • Compile the raw video footage into a cohesive main timeline.
  • Arrange the footage in a logical and engaging sequence.
  • Trim and remove any unwanted or unnecessary content.
  • Enhance the visual and audio elements for maximum impact.
  • Add transitions, effects, and titles to enhance the storytelling and overall production quality.
  • Fine-tune the pacing and timing to maintain viewer engagement throughout.

Creation of Short Clips for Social Media

  • Identify key moments or highlights from the main timeline.
  • Select and edit these moments into three distinct, attention-grabbing short clips.
  • Optimize each clip for social media platforms, considering the specific requirements of each platform.
  • Focus on creating visually appealing and shareable content that effectively conveys the main message.
  • Add subtitles or captions to ensure accessibility and engagement on social media.

Email Package:


We propose developing a strategic email sequence consisting of 8-10 pieces designed to keep subscribers engaged and build momentum leading up to the launch date. This sequence will serve as a powerful tool to remind subscribers about the limited availability of our product’s first run and encourage them to order on launch day. 

Email Sequence Description

Introduction: Craft an engaging email introducing the upcoming product and its unique features. Create anticipation and curiosity among subscribers.

Product Highlights: Showcase the key highlights and benefits of the product, emphasizing why it stands out in the market. Build desire and excitement.

Limited Availability Announcement: Communicate the limited availability of the product’s first run. Use persuasive language to create a sense of urgency and exclusivity.

Launch Day Incentives: Offer special incentives, such as early-bird discounts, exclusive bonuses, or limited edition extras, to encourage subscribers to order during the first day which will only be open to subscribers. Clearly outline the benefits of early-ordering.

Social Proof and Testimonials: Share positive reviews, testimonials, or case studies from early users or influencers who have experienced the product firsthand. Highlight the value and satisfaction of customers who have already pre-ordered.

Behind-the-Scenes Sneak Peek: Provide an exclusive glimpse into the product development process, manufacturing, or behind-the-scenes footage. This helps to build trust and transparency with subscribers.

Limited Remaining Stock Reminder: Create a sense of urgency by reminding subscribers about the limited remaining stock of the product’s first run. Highlight that early-ordering is the only way to secure their purchase.

Countdown to Launch: Build excitement by starting a countdown to the launch date. Offer exclusive updates or additional incentives to subscribers who have already pre-ordered.

Last Chance to Order Early: Send a final email reminding subscribers that the launch date is approaching and it’s their last chance to secure a pre-order. Highlight any remaining incentives or bonuses available for immediate action.

Thank You and Confirmation: After the launch, send a personalized email thanking subscribers who ordered, reiterate the value and benefits they can expect from their purchase, and remind them how important it is to us for them to review. 

eCommerce Package:

Landing Page

Creation of a one page website within a customized WordPress theme designed to increase brand awareness and drive online sales to the Amazon store. The phases of this project will include:

Discovery: We will get to know your brand and products and define the project’s goals and challenges while laying the groundwork to develop a strategic plan. Items to define include: The results we would like this project to provide

        • Products/services to be featured—define what you do and why your customer should buy
        • Inspirations: Highlight any reference points that may prove useful


Strategy: We will use the info obtained to lay the road map for our execution of the new page design.

        • Wireframe & Conversion Strategy: Establish the presentation and order of site content (using a unique one-page sales funnel strategy), as well as an optimized user experience (UX)
        • Theme Selection (if needed): Align the page’s design aesthetics to your existing website


Design & Development: A customized page template will be designed and developed to bring the strategy to life, which may include:

        • Supporting graphics and button styles
        • Stock photos and stock or custom illustrations as required*
          Note: Photography or illustration required may need to be estimated and billed separately.
        • Responsive Design: Mobile responsive design is included to ensure performance across mobile devices
        • Load Speed Optimization: Special care will be taken to optimize speed as much as possible within the theme structure


Amazon Listing

New store/listing set up (items below are TBD):

        • Seller Central Verification Consulting (if needed): Amazon Seller account setup and product approval within Amazon platform. This process depends on Amazon for approval and can take as little as 24 hours or as long as a year—a few weeks is most common.
        • Brand Registry Consulting (if needed): Your trademark cereal number is needed for Amazon’s Brand Registry, an exclusive program that legitimizes your brand and gives you special advantages over non-registered brands. Brand Registry provides access to powerful tools to help protect your trademarks, including proprietary text and image search and predictive automation.
        • Product Listing Creation (as needed): Using our data-driven and sales-oriented strategies, we create Amazon product listings that will reach your targeted audiences and present effective, sales-converting content that will help your product gain greater organic exposure. These strategies ensure your product has an optimum foundation to launch with.
        • Product Imagery: Photoshoot, custom brand-centric graphics, infographics, and/or product renderings
        • Graphic Design: Graphics for Amazon A+ content including product-centric visuals and infographics for all Brand Registry modules
        • Promotion Video: 30-second video displaying the benefits of the product within the Amazon listing

Promotion Package:

Amazon Attribution

Amazon Attribution is an advertising and analytics measurement solution that provides insight into how our non-Amazon marketing channels perform on Amazon. The link is used when someone on your website clicks “Shop Now.” This helps us measure the traffic we are driving from outside of Amazon, and provides a 10% discount on Amazon fees for each order we send into the platform. 

Digital Advertising

We will use Sponsored ads to drive traffic to your Amazon listing where it can be converted into sales. These ads will consist of:

Amazon Sponosred ads

          • Keyword research
          • Optimize bids
          • Optimize budgets
          • Adjust placement modifiers
          • Keyword negation from discovery campaigns
          • Keyword graduation from discovery campaigns
          • Strategic ranking campaigns
          • Daily campaign monitoring 
          • Defensive campaigns
          • Branded search term campaigns
          • Tracking of KPI’s (Key Performance Indicators)
          • Weekly reporting 




Amazon Listing Optimization & Growth Elite Program

*Listing submission may take multiple attempts to gain approval from Amazon, which can set back this portion of the timeline.


View Our Reel

Over the years our video team has been a part of several big projects including work for The Discovery Channel and more. We are delighted to bring you the highest quality production at a fair price. 

See our New Product Launch Program live in action

Watch as we take Optimo Overdrive through our process from an unknow brand to accomplishing differentiation, credability, and brand awareness resulting in over 400 Keywords on page 1 of Amazon search results and $10k in sales in under 30 days.


  • Hermes Creative Award Gold Winner – Wilbanks Energy Logistics Logo Design
  • Hermes Creative Award Gold Winner – Wilbanks Energy Logistics Website Design
  • ADCD Silver – Duracell Museum of the Obvious; for Duracell/Proctor & Gamble
  • Reggie Award – Green Caps for Green Energy; for Silk/Whitewave Foods
  • NDAC Denver 50 – Green Caps for Green Energy; for Silk/Whitewave Foods
  • NDAC Denver 50 – Museum of the Obvious; website for Duracell/Proctor & Gamble
  • National Addy Awards – National Silver Award for Direct Mail Marketing
  • District 15 Addy Awards – Gold Award for Direct Mail Marketing
  • Central Coast Addy Awards – 33 Awards including Gold Awards for Direct Mail Marketing, Corporate Identity, and Self Promotion
  • Central Coast Addy Awards – 23 awards including 2 Gold Addy Awards for poster design and Best of Advertising Award 
  • PIA Awards of Southern California – 4 awards including the People’s Choice Award for Advertising Excellence


 Jonathan T. Truong MD

Founder, Organic Therapy Company

(761) 618-1417

Jacob Hyten

CEO, Superior Supplements

(760) 686 4529

Pete Kirkwood

Owner, Workshop Brewing

(570) 872-4957


Project Estimate

Below is a breakdown of your project’s estimated costs

One-Time Service Costs:

Video Package

Pre production


Post Production

Email Package

8-10 piece email sequence

Attribution links



eCommerce Package

Landing Page

Amazon Store

Promotion Package

Amazon Sponsored ads











Total One-Time Costs:  $38,995

Monthly Costs:

Recomended Advertising Spend





We appreciate you

Thank you for taking the time to visit us, sharing your story with us, and allowing us to share our story with you. We look forward to the opportunity of working together with you.