We will lead with a campaign workshop, which allows us to integrate your existing audience data with our own unique insights, and create a highly targeted campaign brief.
The material produced from that workshop will include a demographic profile of your audience detailing their interests, lifestyle, and approach to content. We will also agree a set of KPIs including follow links, media coverage and traffic performance for your campaign.
You will also be assigned a dedicated campaign manager, who will manage each stage of the process and keep you updated with its developments.
We will provide a detailed competitor and publisher analysis, identifying topics and stories in your niche on which journalists have previously focused, as well as forthcoming industry news and opportunities that can serve as hooks for the campaign.
A creative strategist will work closely with your campaign manager to develop a clear, on-brand story for the development of your content campaign, and we hold an ideation session to create ideas in line with this story. Our approach generates 108 campaign ideas in 30 minutes.
Using the information from the workshop and our analysis, we will identify the 6 strongest campaign concepts and assess potential metrics, sources, methodology, target publications and unique press angles – which are then added incorporated in a campaign concepts document.
The next step is then to agree upon 3 campaigns and their KPIs, to deliver across a quarter.
We offer a guarantee that if we don’t achieve the level of media coverage agreed in these KPIs, you will receive a free campaign until that coverage is met – to ensure we deliver upon your expectations.
Your campaign manager will create a detailed project plan and campaign brief, and our in-house team will proceed with the research, design, code and press pack for each campaign over 4-6 weeks.
One feature unique to Kaizen is that we deliver a campaign concept across multiple content formats, which maximises coverage opportunities through the adaptability of our approach.
During campaign development, we will prepare our outreach strategy, incorporating potential angles, upcoming news hooks, and event-conscious timings.
This process includes creating prospect list of our long-standing journalist contacts at high authority publications that will be shared with you.
During our singular outreach process, we utilise CRM software to A/B test, monitor performance and adapt our strategy in real-time to maximise press pick-up.
4. Performance & Reporting
Your campaign manager will set up a real-time coverage dashboard for your review, which provides tracking of all media coverage and social mentions.
They will schedule regular catch-ups to keep you apprised of our outreach strategy and the campaign’s progress.
Each quarter, we offer face-to-face meetings to review performance and discuss our strategy for the next 3 campaigns – so you always have maximum involvement and awareness of your content’s success.