Campaign Launch Strategy & Big Idea

Service fee: RM18,000 per campaign

Complete strategic blueprint defining the campaign audience, proposition, big idea, creative direction, platform strategy, conversion journey, rollout and measurement framework

Final deliverable

• Final output: 24–30-page strategy deck
• Allowance: 1 campaign

Detailed scope of work

1. Discovery & Campaign Diagnosis
   Review client brief, existing materials, product or service context, campaign requirements, business objectives and known constraints
   Output: Discovery findings incorporated into strategy
   Allowance: 1 session

2. Market & Category Review
   Review relevant category developments, competitor communication, audience behaviour and current campaign landscape
   Output: Market-context summary
   Allowance: Desk research

3. Business Objective Definition
   Clarify the commercial or marketing problem, campaign purpose and required outcome
   Output: Business-objective statement
   Allowance: 1 direction

4. Campaign Objective Definition
   Define the campaign’s awareness, consideration, lead-generation or conversion objectives
   Output: Prioritised campaign objectives
   Allowance: Up to 3 objectives

5. Priority Audience / ICP
   Define the primary audience, relevant characteristics, needs, pain points and campaign relevance
   Output: Audience profile
   Allowance: Up to 2 segments

6. Audience Journey Mapping
   Map how the audience moves from initial discovery through consideration to intended action
   Output: Campaign journey map
   Allowance: 1 journey

7. Audience Barrier & Trigger Analysis
   Identify audience objections, decision barriers, motivations and response triggers
   Output: Barrier-and-trigger framework
   Allowance: Up to 5 each

8. Strategic Campaign Insight
   Develop the central audience or market insight that informs the campaign
   Output: Strategic insight statement
   Allowance: 1 primary insight

9. Campaign Proposition
   Define the central promise or value proposition communicated by the campaign
   Output: Campaign proposition
   Allowance: 1 proposition

10. Campaign Message House
    Develop the core message, supporting messages, reasons to believe and proof points
    Output: Message-house framework
    Allowance: 1 framework

11. Campaign Idea Development
    Develop two initial campaign concepts, each with a strategic rationale, message direction and indicative application
    Output: Campaign Route A and Route B
    Allowance: 2 routes

12. Campaign Big Idea
    Refine one client-selected route into the main campaign platform, including concept statement, campaign line and activation logic
    Output: Fully developed big idea
    Allowance: 1 selected route

13. Campaign Narrative
    Define how the campaign story and message develop across the campaign period
    Output: Campaign narrative structure
    Allowance: 1 narrative

14. Tone of Voice
    Define recommended language style, personality, terminology and communication principles
    Output: Tone-of-voice guide
    Allowance: 1 direction

15. Creative Direction Brief
    Define visual territory, imagery style, composition, colour application, graphic treatment and design principles
    Output: Creative-direction brief
    Allowance: 1 direction

16. Visual Reference Board
    Curate visual references demonstrating the intended campaign look and feel
    Output: Reference mood board
    Allowance: 1 board

17. Content Pillars
    Develop recurring communication themes that support the campaign proposition
    Output: Content-pillar framework
    Allowance: 3–5 pillars

18. Platform-Specific Content Strategy
    Define the role, audience behaviour, content approach and message adaptation for each selected platform
    Output: Platform strategy matrix
    Allowance: Up to 3 platforms

19. Content Format Recommendation
    Recommend the appropriate mix of static, carousel, video, article, email, landing page or other content formats
    Output: Content-format matrix
    Allowance: Indicative mix

20. CTA Mapping
    Define the appropriate call to action according to audience intent, funnel stage and campaign content
    Output: CTA framework
    Allowance: Up to 3 funnel stages

21. Conversion Path Mapping
    Map the intended user journey from campaign exposure to landing destination and conversion action
    Output: Conversion-path map
    Allowance: 1 primary path

22. Campaign Rollout Plan
    Structure the campaign into pre-launch, launch, sustain and closing phases
    Output: Indicative rollout plan
    Allowance: 1 campaign timeline

23. Measurement Plan
    Define campaign objectives, KPIs, supporting metrics, tracking requirements and reporting cadence
    Output: Measurement framework
    Allowance: 1 framework

24. Strategy Deck Development
    Consolidate research, strategy and recommendations into a professionally designed presentation
    Output: Final editable/PDF deck
    Allowance: 24–30 pages

25. Strategy Presentation
    Present the recommended campaign strategy and facilitate client discussion
    Output: Online presentation
    Allowance: Up to 90 minutes

26. Consolidated Revisions
    Revise the strategy based on one consolidated set of client feedback per round
    Output: Updated final deck
    Allowance: 2 rounds

Service boundary

Work outside the stated deliverables or allowances is quoted separately and added to the Sales Order only after approval.