Marketing Campaign

Plan and execute launch campaigns that convert — not just campaigns that ship.

When to Activate

• planning a product or feature launch
• building a full content suite from a single product brief
• defining positioning and campaign angle before writing any copy
• orchestrating multiple content types across channels
• reviewing copy for conversion quality and brand consistency

Non-Negotiables

1. Define positioning before writing any copy. All copy flows from the angle.
2. Research the audience before assuming you know their language or fears.
3. Each deliverable must serve one clear purpose in the campaign arc.
4. Specificity beats adjectives in every format and on every channel.
5. The same voice must run across every channel and every piece.
6. No copy ships without passing the quality gate.

Campaign Workflow

Phase 1: Research

Use market-research to:

• profile the target audience (jobs-to-be-done, fears, language, alternatives they use)
• map 3+ direct or adjacent competitors (positioning, gaps, messaging weaknesses)
• identify 1–3 audience insights the campaign angle will exploit

Deliverable: a short research brief (audience profile + c…