Campaign Sprint

Who this is for

A company with something to say and no mechanism for saying it. It suits businesses whose buyers are reachable but not searching, where credibility is the thing standing between you and the meeting.

Format-agnostic on purpose. A webinar, a live roundtable with real speakers, or a content campaign. We choose in week one based on where your buyers actually are, not on what we happen to enjoy making.

What you get

• The format chosen deliberately, with the reasoning explained
• One major piece at the centre: the webinar, the event, the flagship content
• Satellite pieces cut from it, so one production yields a quarter of material
• Social cards and creative to carry it
• Distribution: your list, your people’s networks, and the channels that fit
• Measurement: who engaged, who is worth following up, and what to do next

How it works

1. Format decided, concept agreed, production planned, speakers or contributors secured
2. The major piece produced. Satellites cut from it. Creative built
3. Distribution, the event or launch itself, measurement, handover

What we need from you

• A point of view. A campaign with nothing to say is decoration
• Your people. Whether it is a webinar or a roundtable, somebody from your business has to appear. Buyers come for people, not brands
• Your list, however small
• A decision on the format in week one, so production has three months rather than six weeks

What this is not

• Not an Insight Report. No original research, no survey, no data of your own. A campaign can be built around a report and often should be, but it is not one, and we will not present borrowed statistics as yours.
• Not a content retainer. This is one campaign, done properly, in three months. Sustained publishing afterwards is Managed with content as the channel.
• Not paid distribution. Media spend, venue costs and speaker fees are separate and at cost. We will tell you what they are likely to be before you commit.

Where this has worked

Broadbean’s Boolean Guide, with Glen Cathey. Built roughly twenty years ago and still downloaded today. The guide was the middle of it rather than the whole of it: an email campaign drove registrations to a live webinar with Glen Cathey, the recording became an on-demand asset, the guide became the download behind it, and the whole thing went into every email signature in the company. It produced hundreds of leads.

That is the difference between a campaign and a PDF. The asset is still working two decades later because there was a system around it, and the system is the part that takes ninety days.

Price and terms

£1,500 a month for three months. Production is included. Venue, media spend, speaker fees and any third-party costs are separate, at cost, and agreed before they are incurred. Everything produced is yours: the recording, the assets, the list of who attended.

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