Go-to-market · Part one

Go to market:
launch the new Sealed

Monterey is the official launch, on 16 August. Build window mid-July to mid-August, with a teaser around 2 August.

Teaser
~2 Aug
Launch · Pebble Beach
16 Aug

The three jobs

Every activity does one of three jobs, from the messaging framework:

  • Positioning: what Sealed is.
  • Equity: one pillar: Access, Convenience, Trust, Discretion.
  • Action: Consign, Register, Participate, or Enquire/Buy.

Channel mix

Channel Mix

Owned · focus
  • Website
  • Email (CRM)
  • Instagram
  • YouTube
  • TikTok
  • Specialist relationships
Paid
  • Events / activations
  • PR (sponsored)
  • Paid social & search
  • Print
  • OOH
  • Creators
Earned
  • PR
  • Editorial features
  • Community / word of mouth
  • Organic search

Timeline · Production → launch

Launch Plan

Workstream
Jul 14
Jul 21
Jul 28
Aug 4
Aug 11–16
Teaser · 2 Aug
Launch · 16 Aug
Website
Hero brand campaign content
Social campaign
Specialist clienteling
Sotheby's specialists
Monterey event + digital plan
Creators
PR
Digital paid
Live ~Aug 2
Teaser cut
Launch
Teaser ~2 Aug
Full launch
In hand
In hand
Event · Aug 16
At launch
Coverage
Live ~Aug 2
Production Sign-off Milestone
Start now — longest lead, everything depends on them

The website copy, the hero and positioning content, the specialist clienteling, the Monterey activation brief, and PR pitching. The channel campaigns build on those assets.

What to do on each channel

Channel Plan

  • Write the launch copy for the key pages (home, about, how it works, the listing pages) aligned with new positioning and messaging
  • Work with the web team to get it live before the teaser, so the destination is ready when traffic starts.
Suggested resources
Greg (lead), Baobab, web dev team.
Live by
teaser, ~Aug 2.