Marketing strategy & campaigns
How a campaign is designed.
What a campaign contains, the seven decisions every strategy answers and how a solution can look. This is the detail, for whoever wants it; hiring only needs the service page.
Back to Marketing strategy & campaignsHow a campaign is built.
Six chained decisions: change one and the ones after it change. Walk them with an illustrative example, a restaurant that wants to fill its Tuesdays. It is not a client and shows no results.
Step 1 of 6
Goal
What the business needs to change, in its own terms: bookings, appointments, sales, candidates.
- Why it exists
- Without a goal, a campaign only produces activity. Everything after it is decided from here.
- What it decides
- What is measured, and over what time.
- What comes out
- A goal in one sentence and the measure that tracks it.
In the illustrative example
Fill the tables on Tuesdays and Wednesdays.
Fill the tables on Tuesdays and Wednesdays.
What is delivered at each step depends on the agreed scope: Core, Growth or Scale, below. Led by Carlos Nunez.
02 / How we design the solution
Every engagement runs through the same seven decisions. What changes is the answer.
Goal
What needs to change in the business.
Customer
Who has to act, what they need, and why they would choose this company.
How they buy
How that customer discovers, evaluates and purchases.
Channels
Where the effort is worth concentrating.
Offer and message
What is offered, and why it matters now.
Campaign architecture
What content, ads, pages, tracking and measurement are actually needed.
Scope and price
Which disciplines take part, what is delivered, and what sits outside.
05 / Examples
Illustrative scenarios, not case studies. Nothing here describes a specific client or result.
Local restaurant
Launching a second location
Possible solution
Launch concept, local content, paid social, search and maps, and a booking or offer route.
B2B contractor
Generating qualified commercial leads
Possible solution
Positioning, a search campaign, a focused landing page and lead follow-up.
E-commerce brand
Launching a product
Possible solution
Creative campaign, paid social, product experience and an email/SMS flow.
Professional service
Building trust and appointments
Possible solution
Authority positioning, local search, a conversion route and follow-up.
Branding & identity · Web design & development · CRM, portals & software · Monthly social content
We bring together the disciplines your project needs. Marketing defines and coordinates the campaign direction; how far each specialism takes part is agreed in the proposal.
Coordination does not mean every service of every discipline is included in a price.
06 / After the project
Your team runs it
The handoff includes the deliverables and the material your team needs to keep operating.
A new campaign
The next goal becomes its own project, scoped on what the first one taught us.
Monthly management
Optional and quoted separately: monitoring, optimisation, reporting, planning and strategic oversight, as contracted.
Large launches, production sessions and websites remain separate projects.
Tell us where you are today and what you want to change. We will recommend the right approach.