How we plan · Ten frameworks
Ten frameworks.One plan you can act on.
Every event, campaign and service page we build follows the same ten marketing frameworks. They decide who we reach, what we say and what we ask people to do next.
Plain language, no jargon in your plan. The names are here so you can see how we think.
The frameworks
Ten tools. Used on every job.
01Turn attention into action
AIDA
Guide people from discovery to decision.
- Attentiona headline that stops the scroll
- Interestthe detail that keeps them reading
- Desirethe proof that makes them want it
- Actionone clear next step
How we use it. Every service page runs in this order: a headline that earns attention, the detail that builds interest, the proof that builds desire, and one action.
See it in action: The 2027 Conference Desk02Make the problem matter
PAS
Show the pain. Then show the way forward.
- Problemwhat is in your way
- Agitatewhat it costs to leave it
- Solutionthe way forward
How we use it. Each service opens with the problem you face, what it costs to leave it alone, and how we fix it.
See it in action: AGM production03Reach the right people
STP
Divide the market, choose your audience, own a clear place in their mind.
- Segmentationdivide the market
- Targetingchoose your audience
- Positioningown a clear place in their mind
How we use it. We split your market by who decides and why, pick the audience that matters most, and write for them.
See it in action: Government relations04Build your marketing mix
The 4Ps
Four choices that make up every offer.
- Productwhat you sell
- Pricewhat it costs
- Placewhere it is available
- Promotionhow people discover it
How we use it. Your plan settles what you offer, what it costs, where people find it and how they hear about it, before anything is designed.
See it in action: our rate card05Understand your market
The 5Cs
Five lenses. One clear strategy.
- Customersunderstand their needs
- Competitorsknow what they do
- Contextconsider market trends and changes
- Collaboratorsexplore partnerships
- Companyleverage your strengths
How we use it. Before we plan, we look at your members or voters, who else is competing for them, the season, your partners and your own strengths.
See it in action: Sponsorship and funding06Know where you stand
SWOT analysis
Two lenses inside, two outside.
- Strengthsinternal advantages
- Weaknessesinternal limitations
- Opportunitiesexternal possibilities
- Threatsexternal risks
How we use it. Your plan names what you do well, what holds you back, the openings ahead and the risks to plan around. The Campaign Readiness Audit is where we do it in depth.
See it in action: Campaign Readiness Audit07Attract, then convert
Funnel
Move people from first visit to first yes.
- Attractbe found by the right people
- Engagegive them a useful first step
- Convertmake the yes easy
How we use it. We map how a stranger becomes a registrant, a donor, a voter or a client, and fix the step where most people drop off.
See it in action: Political campaigns08Turn customers into momentum
Flywheel
Finished work feeds the next job.
- Delightdeliver what was promised
- Sharea recap and a review
- Referan introduction to who is next
How we use it. Every job ends with a recap your board can share, a review, and one question: who else should we help?
See it in action: our Clutch reviews09Own a clear place in their mind
Positioning
One sentence your audience should remember.
- Who it is forone audience, named
- What it doesone promise, kept
- Why youone reason only you can give
How we use it. We write one sentence your audience should remember about you, and every page, post and sign repeats it.
See it in action: Creative services10Tell people what to do next
CTA
One step, stated plainly.
- One actionregister, give, vote or book
- One placewhere to do it
- One reasonwhy now
How we use it. Every page, email and sign we make ends with one next step, stated plainly.
See it in action: Announcements and ralliesOur own funnel
We use them on ourselves, too.
- Attract · Free
A useful first step
The Event Countdown, the Campaign Readiness Checklist, the Announcement Template and Before the Doors.
- Convert · 20 minutes
A call, then a proposal
Your goal and your date on a 20-minute call. A written proposal follows within 2 business days.
- Flywheel · After
A review and an introduction
Every job ends with a recap, a review and one question: who else should we help?
Doors open
Want these ten on your next event?
20 minutes on your goal, your audience and your date. A written proposal follows within 2 business days.
How we planEvents that fill. Campaigns that win.