Skip to main content
§ 1.2.2 · A1–A4 · typically six weeks

​
What this is

A twelve-month marketing plan: what to say, to whom, through which channels, in what order, and how you will know it is working. It sits above the campaign brief and below the messaging document—it assumes positioning is settled and turns it into a sequence. The collaborative build is the product. We construct it with you across weekly sessions rather than disappearing for a month and returning with a document. A plan you watched get built is a plan you will actually run.

​
The typical sessions

Each is about an hour, weekly, with writing happening between and after them.
1

Where you actually are

Current state, honestly. What is running, what it produces, what you believe about it, and what the evidence says. This establishes the baseline everything later gets measured against.
2

The audience and the buying journey

Who you are reaching now against who you want to reach, and what has to happen between a stranger encountering you and a customer signing.
3

The channels

Which surfaces suit this business, this founder, and this buying journey. We will tell you when a channel is wrong for you. This session is as much about what you stop as what you start.
4

The sequence

Twelve months in order, with dependencies made explicit. Foundational work first, because a content engine pointed at a broken website wastes the content.
5

Resourcing and cadence

What we do, what you do, what a partner does, and what nobody has time for and therefore should not be in the plan. This is where ambitious plans get honest.
6

Measurement and review

What success looks like at three, six, and twelve months.

​
What we need from you

A few hours of the right person’s time, spread across a few weeks, plus whatever homework each session generates—usually a number you need to look up or a question you need to ask your sales team. The right person is whoever can actually commit the company to a sequence. If that person can only attend a few of the sessions, tell us at the start and we will restructure. A plan built with someone who cannot approve it is an expensive draft.

​
What you will have

A single substantial document, structured so you can find one section a quarter later rather than rereading the whole thing. It covers your current state and baseline, your audience and buying journey, the channel strategy including what got ruled out and why, the twelve-month sequence with phases and dependencies, who owns what, and the measurement plan with its review cadence.

​
How long it takes

Several weeks, paced by the sessions.

​
What this is not

Not a single campaign brief—that is campaign strategy, and if you only need the next three months, two or three campaign briefs will serve you better and cost less. Not the messaging document. If positioning is unsettled, we build that first, because a plan on top of an unresolved message is a schedule for saying something you have not yet decided.