Campaign strategy
This 90-day strategy structures cross-disciplinary stories, case work and thought leadership into an integrated narrative, replacing siloed discipline content with a strategic journey that shows brand, product and experience working together as one connected offering.
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Attention campaign
Attention is the primary focus of this campaign. Over these 90 days, the firm moves from siloed, single-discipline content with no strategic journey to a structured narrative that connects brand, product and experience work into one recognisable, integrated story, deepening prospective and existing client understanding of the full offering.
Problem & Solution
Content for different disciplines is siloed, with no strategic journey showing integrated capabilities, so audiences see brand, product and experience work as three disconnected specialisms rather than one connected offering, limiting cross-selling and full-offering recognition. The solution structures cross-disciplinary stories, case work and thought leadership into a repeatable 90-day narrative, following the guideline’s no-silo rule and cross-pillar storytelling standard to show how the three disciplines solve one client problem together.
Siloed, single-discipline content fails to demonstrate the integrated value that differentiates the firm from single-discipline studios.
A structured cross-pillar narrative turns disconnected specialisms into one recognisable, integrated offering in the client’s mind.
Integration-first storytelling reflects the firm’s approved core promise: brand, product and experience working as one connected system, per the guideline.
Objective & Metric
The primary objective is attention: building deeper recognition of the firm’s full, integrated offering and increasing cross-selling signals. Success is measured by cross-disciplinary enquiry volume and integrated-content engagement, targeting a 20% increase in enquiries mentioning two or more service lines and a 15% increase in engagement on integrated, versus single-pillar, content over 90 days, tracked through the guideline’s cross-selling-indicator system.
Cross-disciplinary enquiry volume, not single-pillar enquiry volume, is the clearest signal of improved full-offering recognition.
Comparing integrated versus single-pillar content engagement reflects the guideline’s pillar-visibility-tracking standard.
The 90-day review aligns with one full cross-pillar storytelling and thought-leadership cycle for comparable data.
Audience & Targets
The primary audience is prospective and existing international clients across technology, retail, hospitality and other served sectors who currently associate the firm with a single discipline rather than its full integrated offering, including decision-makers evaluating brand, product or experience engagements. The target is a 20% increase in qualified enquiries referencing an integrated or multi-service need within the 90-day window.
Existing clients who have engaged one discipline represent the highest-value, lowest-cost-to-convert cross-selling audience.
Prospective clients researching a single capability need integrated context to recognise the firm’s full offering.
Multi-service enquiry growth, not general reach, reflects the guideline’s qualified-enquiry-tracking standard.
Message & Narrative
The core message is that this firm aligns brand, product and experience so they work as one connected system, delivering stronger client and user outcomes than fragmented, multi-vendor delivery. The narrative arc follows the guideline’s case-study structure: context and challenge, integrated approach naming each discipline’s contribution, then outcome and learning, moving audiences from single-pillar awareness to integrated-offering recognition.
Every asset connects individual discipline work back to the firm’s integrated narrative, per the guideline’s no-silo rule.
Case studies name each contributing discipline and its specific role, never presenting one pillar in isolation.
Tone stays confident, clear and non-hype throughout, avoiding jargon, siloed language or unsupported transformation claims.
Conversion & CTA
The primary action across this campaign is to explore the firm’s integrated capabilities and discuss a relevant challenge with the team, progressing toward the attention-building outcome of a qualified, cross-disciplinary enquiry. The call to action shifts by content type: case studies link to related disciplines and a relevant case; thought leadership links to a related integrated case study and a conversation prompt.
Case-study CTAs link to at least one related discipline or capability, per the guideline’s cross-linking logic.
Thought-leadership CTAs close with a practical implication and a relevant enquiry route, per the guideline’s structure.
All CTAs invite a discussion of the client’s challenge, never a generic or single-service-only contact prompt.
Tactic & Cadence
Tactics sequence three content types across the 90 days: cross-disciplinary stories, following one client problem through brand, product and experience contributions; case work, structured as challenge-approach-outcome case studies with named discipline roles; and thought leadership, using cross-disciplinary frameworks and market perspectives. Cadence follows the guideline’s content-mix guardrail: at least one integrated narrative each month, rotating single-pillar and cross-pillar content.
The monthly integrated-narrative guardrail prevents extended periods of single-discipline-only content, per the guideline.
Case-study releases are paired with supporting thought leadership, per the guideline’s event-and-launch-alignment rule.
Content tags flag emerging pillar imbalance early, supporting the guideline’s portfolio-balance standard.
Budget & Resources
This campaign is resourced through a Zazoozoo Production batch built for an integrated, evidence-led, case-study-heavy content mix appropriate to an international design firm, detailed at the channel stage: approximately SG$18,800 in owned media and SG$3,000 in earned media, totalling approximately SG$21,800 in production spend across 90 days, in addition to the SG$5,000 Strategy base fee.
Recommended mix: 15 single posts, 12 carousels, 8 videos, 6 long-form case studies and thought-leadership pieces, 3 emails, supporting copywriting and diagramming for owned media, plus 6 sets of press-pitch and award-submission support for earned media.
Total estimated production spend is approximately SG$21,800, priced against Zazoozoo’s Production rate card, plus the SG$5,000 Strategy base fee.
As an international brand, this budget exceeds the standard domestic baseline, reflecting the higher production standard required and the addition of earned media to support the firm’s international recognition goal.
Risks & Mitigation
The main risk is that case studies, thought leadership or discipline content drift back into siloed, single-pillar storytelling or unsupported transformation claims, breaching the guideline’s no-silo rule and evidence standards. Mitigation follows the guideline directly: route every case study through cross-disciplinary input and review, require client-approved evidence for all outcome claims, and apply the content-mix guardrail to catch imbalance early.
The guideline’s no-silo rule mitigates siloed-content risk by requiring every asset to connect back to the integrated narrative.
The guideline’s proof-requirements rule mitigates unsupported-claims risk by requiring client-approved evidence for all outcomes.
The guideline’s content-mix guardrail and quarterly portfolio-balance review mitigate pillar-imbalance risk.
Insights & Learnings
This campaign responds to a confirmed inquiry priority of attention, a cross-selling recognition target, an audit finding that brand, product and experience content publish as disconnected streams with no integrated narrative, and research showing comparable international design firms that sequence cross-pillar case studies and thought leadership see stronger multi-service enquiry rates than siloed posting.
Inquiry insight: the firm’s confirmed goal of stronger cross-selling and full-offering recognition directly set this campaign’s integrated-narrative objective.
Audit insight: disconnected, single-discipline content streams with no integrated narrative confirmed the structural gap this campaign’s cross-pillar sequence closes.
Research insight: comparable international firms sequencing cross-pillar case studies and thought leadership see stronger multi-service enquiries, supporting this cadence.
Channel strategy
This 90-day channel plan leads with owned media for integrated case studies and thought leadership, extends international credibility through earned media, and leaves shared and paid unused this cycle.
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Owned channel
Owned is the primary channel of the attention campaign. Owned media includes the firm’s website, case-study library, social accounts, and email list; these are brand-managed assets the firm directly controls, including all cross-disciplinary stories, case work, and thought leadership.
Role & Platforms
Owned media strengthens consistency and authority through brand-managed assets, and carries this campaign’s full integrated-narrative depth. The firm’s primary owned platforms are its website and case-study library (structured challenge-approach-outcome case studies, service pages and discipline explainers), its social accounts (cross-pillar stories, thought-leadership excerpts and project moments), and its email list (nurture sequences for prospective and existing clients), per the guideline’s channel structure.
The website and case-study library host the firm’s full evidence base, following the guideline’s case-study visual structure.
Social accounts carry frequent, accessible excerpts of cross-pillar stories and thought leadership suited to quick consumption.
Email supports deeper nurture content for prospects and existing clients considering an integrated or expanded engagement.
Objective & Metric
The primary objective is attention: building recognition of the firm’s integrated offering and increasing cross-disciplinary enquiry signals. Success is measured by cross-disciplinary enquiry volume and integrated-content engagement, targeting a 20% increase in enquiries mentioning two or more service lines and a 15% increase in integrated-content engagement over 90 days, per the guideline’s cross-selling-indicator system.
Cross-disciplinary enquiry volume indicates whether integrated storytelling is translating into genuine recognition of the full offering.
Comparing integrated versus single-pillar engagement reflects the guideline’s pillar-visibility-tracking standard.
Both targets are reviewed at the 90-day mark, aligned to one full cross-pillar storytelling and thought-leadership cycle.
Audience & Targets
Owned media should reach prospective and existing clients directly through case studies, discipline explainers and thought leadership, while email nurtures decision-makers considering an expanded or integrated engagement. The target is 500 qualified case-study and service-page visits sourced from owned social and search, tracked against the guideline’s qualified-enquiry criteria.
Prospective clients researching a single discipline are the highest-priority audience for cross-pillar case studies and explainers.
Existing clients reached through email represent a lower-cost-to-convert audience for expanded, integrated engagements.
Qualified-visit growth, not general traffic, reflects the guideline’s qualified-enquiry-tracking standard.
Message & Narrative
Owned media develops the campaign’s full integrated arc: cross-disciplinary stories (one client problem, three discipline contributions), case studies (challenge, integrated approach, verified outcome), and thought leadership (cross-disciplinary frameworks with practical implications). Tone stays confident, clear and non-hype throughout, per the guideline’s voice, never siloed or jargon-heavy.
Cross-pillar stories and case studies follow the guideline’s repeatable narrative structure for consistency across formats.
Thought leadership uses examples from more than one discipline, per the guideline’s thought-leadership structure.
Discipline-specific content always connects back to the firm’s integrated narrative, per the guideline’s no-silo rule.
Conversion & CTA
Owned media’s primary action is to explore related capabilities and discuss a relevant challenge with the team, per the guideline’s cross-linking-and-CTA rule. Case studies link to at least one related discipline; thought leadership closes with a practical implication and a relevant enquiry route.
Case-study CTAs link to a related discipline or integrated capability, never ending on a single-service note alone.
Thought-leadership CTAs close with a useful implication and a conversation prompt, per the guideline’s structure.
Service-page CTAs end with a relevant enquiry route, such as discussing a challenge with the team.
Tactic & Cadence
Tactics include cross-pillar case studies, discipline explainers, thought-leadership articles and talks, and supporting social and email content built from each major asset. Cadence follows the guideline’s content-mix guardrail: at least one integrated narrative each month, with case-study releases paired with supporting thought leadership.
The monthly integrated-narrative guardrail prevents extended single-discipline-only stretches, per the guideline’s portfolio-balance rule.
Case-study releases are timed alongside a relevant thought-leadership piece, per the guideline’s event-and-launch-alignment rule.
Content reuses one case study into multiple formats, including a long-form write-up, social excerpts and diagram graphics, per the guideline’s efficient-production guidance.
Budget & Resources
Owned media is resourced through a Zazoozoo Production batch of 15 single posts (SG$1,500), 12 carousel posts (SG$1,800), 8 short-form or motion videos (SG$4,000), 6 long-form case studies and thought-leadership articles (SG$3,000), 3 email sends (SG$4,500), 4 sets of supporting copywriting (SG$2,000) and 4 sets of diagramming and graphic design (SG$2,000), totalling approximately SG$18,800, priced against Zazoozoo’s Production rate card.
Long-form case studies, email and motion content carry the largest share of spend, reflecting the depth this guideline requires.
Diagramming and additional copywriting support the case-study visual structure and cross-pillar narration this guideline specifies.
This allocation reflects the higher production standard appropriate to an international, evidence-led design consultancy.
Risks & Mitigation
The main risk is that case studies or thought leadership drift back into siloed, single-discipline storytelling or unsupported claims, breaching the guideline’s no-silo rule and proof-requirements standard. Mitigation follows the guideline directly: route every case study through cross-disciplinary input and review, and require client-approved evidence for all outcome claims.
The guideline mitigates siloed-content risk by routing every case study through input from all relevant discipline leads.
The guideline’s proof-requirements rule mitigates unsupported-claims risk by requiring client-approved evidence and attribution.
The guideline’s client-confidentiality rule mitigates confidential-information risk by anonymising projects without public-disclosure approval.
Insights & Learnings
Owned media was selected as the primary channel based on the inquiry-confirmed reliance on the firm’s website and case-study library for prospect research, the audit finding that case studies are published per discipline with no cross-linking, and research showing comparable international firms build cross-selling recognition through owned case-study and thought-leadership depth.
Inquiry insight: prospective clients confirmed the firm’s website and case-study library as their primary research destination before an enquiry.
Audit insight: case studies published by discipline, with no cross-linking, confirmed the structural gap this strategy’s integrated content addresses.
Research insight: comparable international firms build cross-selling recognition through owned case-study and thought-leadership depth, supporting this channel’s primary role.
Earned channel
Earned is the secondary channel of the attention campaign. Earned media captures design-press coverage, industry awards and speaking engagements, extending the credibility of owned case studies and thought leadership through third-party validation appropriate to an international audience.
Role & Platforms
Earned media builds credibility through third-party validation and media coverage, best suited to international design and business publications, industry awards programmes and conference speaking opportunities relevant to the firm’s served sectors.
International design and business publications are the most relevant earned platforms for this category.
Industry awards programmes offer a structured, credible validation route appropriate to an international design consultancy.
Conference speaking opportunities extend thought-leadership content into direct audience engagement, per the guideline’s event-alignment rule.
Objective & Metric
The primary objective is attention: building international recognition of the firm’s integrated offering through third-party validation. Success is measured by earned coverage volume and award submissions, targeting three confirmed press placements or award recognitions over the 90 days, tracked alongside owned cross-selling indicators.
Earned coverage volume signals growing external recognition of the firm’s integrated, cross-disciplinary positioning.
Award submissions provide structured, credible third-party validation appropriate to an international audience.
The three-placement target is reviewed at the 90-day mark alongside the campaign’s broader cross-selling metrics.
Audience & Targets
Earned media should reach prospective clients and industry decision-makers who research firms through press coverage, awards recognition and conference activity rather than direct search alone. The target is coverage or recognition in at least two of the firm’s priority international markets within the 90-day window.
Decision-makers researching design partners often reference press coverage and awards as a credibility signal.
Coverage across at least two priority markets reflects the guideline’s global-positioning standard and avoids one-market concentration.
This audience overlaps with, but is not identical to, the direct case-study readers reached through owned media.
Message & Narrative
Earned content is not authored by the firm directly; instead, this campaign pitches press and award submissions built from the same integrated case studies and thought leadership developed for owned media, ensuring one consistent narrative across channels.
Press pitches and award submissions reuse verified, client-approved case-study evidence, per the guideline’s proof-requirements rule.
Award and press narratives maintain the same confident, non-hype voice used across all owned content.
The firm’s integrated positioning, not a single discipline, anchors every press pitch and award submission.
Conversion & CTA
Earned media’s action is coverage or recognition: a publication features the firm’s work, or an award programme recognises a submitted project. The campaign supports this through structured, well-timed pitches and submissions rather than any direct consumer-facing CTA.
Press pitches are timed around confirmed case-study releases or client announcement approvals, per the guideline.
Award submissions are prepared using the guideline’s case-study evidence standards, ensuring submission-ready documentation.
No direct booking or sales CTA applies to earned media; its role is credibility-building, not direct conversion.
Tactic & Cadence
Tactics include preparing and pitching press stories to design and business publications, identifying and submitting to relevant international awards programmes, and supporting conference speaking proposals built from thought-leadership content. This runs across the full 90 days, timed around confirmed case-study and thought-leadership releases.
Press pitches follow each major case-study release, ensuring earned coverage reinforces, rather than precedes, owned evidence.
Award submissions are prioritised for projects with the strongest cross-disciplinary evidence and client approval.
Conference proposals repurpose existing thought-leadership content, reducing incremental production effort for this channel.
Budget & Resources
Earned media is resourced through a Zazoozoo Production batch of six sets of copywriting and coordination support for press pitches and award submissions (SG$3,000), priced against Zazoozoo’s Production rate card. This figure covers pitch and submission preparation only; any awards-programme entry fees are a separate, client-funded cost.
Copywriting support covers adapting existing case-study evidence into press-ready and award-ready formats.
This is a modest allocation relative to owned media, reflecting earned media’s dependence on external editorial and award decisions.
Awards-programme entry fees, where applicable, are budgeted separately by the client.
Risks & Mitigation
The main risk is that press pitches or award submissions disclose confidential client information or make unsupported claims, breaching the guideline’s client-confidentiality and proof-requirements rules. Mitigation follows the guideline directly: secure client approval before naming clients or publishing results, and route every submission through the same evidence standards as owned case studies.
The guideline mitigates confidentiality risk by requiring written client approval before any public disclosure.
Unsupported-claims risk is mitigated by applying the same proof-requirements standard used for owned case studies.
Inconsistent-narrative risk is mitigated by building all earned content from already-approved owned case-study evidence.
Insights & Learnings
Earned media was activated as a secondary channel based on the inquiry-confirmed goal of stronger international recognition, the audit finding that design-press coverage and award submissions have been infrequent and uncoordinated across disciplines, and research showing comparable firms build cross-disciplinary credibility through consistent press and awards activity layered on owned case studies.
Inquiry insight: the firm’s confirmed international recognition goal justifies activating earned media, unlike smaller domestic-only engagements.
Audit insight: infrequent, uncoordinated press and award activity confirmed an opportunity this strategy’s earned-media allocation addresses directly.
Research insight: comparable international firms build credibility through consistent press and awards activity layered on owned case studies, supporting this addition.
Shared channel
Shared is the unused channel of the attention campaign. Shared media is not actively resourced in this 90-day plan, since the firm’s priority is establishing a consistent owned and earned foundation before activating employee or client advocacy.
Role & Platforms
Shared media fosters organic amplification through community and social sharing and best supports employee and leadership advocacy of firm content, as well as client-shared recognition of completed integrated engagements, once a stronger owned content base is established.
Employee and leadership advocacy is the most relevant shared-media source for a professional design consultancy.
Client-shared recognition of integrated engagements could strengthen credibility once formally scoped and permissioned.
This channel is deferred, not ruled out, for future campaign phases once the owned and earned foundation is proven.
Objective & Metric
No shared-media objective is set for this 90-day campaign; this channel is intentionally unresourced while the firm establishes its owned and earned foundation.
Shared media is deferred until the firm has a stronger, more established owned and earned content base.
No metric or target applies while this channel remains unused in this campaign.
Revisit shared media once owned and earned performance data is available.
Audience & Targets
Not applicable to this campaign; no audience targeting is planned for shared media.
No audience segment is targeted through shared media during these 90 days.
Future shared activity would depend on employees, leaders and clients willing to advocate for content independently.
This decision reflects a deliberate focus, not a resourcing gap.
Message & Narrative
Not applicable to this campaign; no shared-specific narrative is developed.
No message development is planned for shared media in this campaign.
Any future shared content would follow the guideline’s client-confidentiality and permission requirements for client-related material.
This channel remains available for future activation once a structured advocacy programme is scoped.
Conversion & CTA
Not applicable to this campaign; no shared-media conversion path is planned.
No CTA is developed for shared media during these 90 days.
Future shared activity would most likely reinforce, not directly drive, cross-disciplinary enquiry conversion.
This channel’s absence does not affect the campaign’s core attention objective.
Tactic & Cadence
Not applicable to this campaign; no shared-media tactics or cadence are planned.
No advocacy prompts or employee-sharing campaigns are scheduled during this campaign period.
Future shared activity would align with a stronger base of owned case studies and earned coverage.
This decision keeps team capacity focused on owned and earned execution.
Budget & Resources
No budget is allocated to shared media this campaign; all production spend is directed to owned and earned channels.
Zero budget is allocated to shared media in this 90-day plan.
Future shared investment would require separate scoping once this campaign concludes.
This reallocation keeps spend concentrated on the highest-priority channels.
Risks & Mitigation
The main risk of leaving shared media unresourced is a missed opportunity to capture existing employee and client goodwill; this is accepted as appropriate given the firm’s current focus on owned and earned foundations.
Missed organic-advocacy opportunities are an accepted tradeoff, not an oversight, for this campaign period.
Any organic employee or client sharing that occurs naturally should still follow the guideline’s confidentiality and permission rules.
Reconsider shared media for the next 90-day cycle once a stronger owned and earned base exists.
Insights & Learnings
Shared media was deprioritised based on the audit finding that employee and leadership advocacy of firm content currently happens informally and unprompted, the inquiry confirmation that no structured advocacy or amplification programme exists, and research showing comparable firms activate shared amplification only after establishing a consistent owned case-study and thought-leadership library.
Audit insight: informal, unprompted employee sharing of firm content was found, confirming existing goodwill that remains structurally uncaptured.
Inquiry insight: no structured advocacy or amplification programme exists, meaning shared media’s real potential remains largely untested this cycle.
Research insight: comparable firms activate shared amplification only after an established owned content library, supporting this sequencing choice.
Paid channel
Paid is the unused channel of the attention campaign. Paid media is not actively resourced in this 90-day plan, since the firm’s enquiry pipeline has historically depended on referral and reputation rather than advertising.
Role & Platforms
Paid media drives reach and acceleration through advertising spend, best suited to LinkedIn and industry-publication advertising once owned and earned content has established a stronger, more visible cross-disciplinary narrative.
LinkedIn advertising is the most relevant paid platform for reaching international B2B decision-makers in this category.
Industry-publication advertising could complement earned coverage once formally scoped and budgeted.
This channel is deferred, not ruled out, for future campaign phases with a lead-generation-specific objective.
Objective & Metric
No paid-media objective is set for this 90-day campaign; this channel is intentionally unresourced since attention depends on owned authority and earned credibility rather than additional reach.
Paid media is deferred, since this campaign addresses its attention objective through owned and earned channels first.
No metric or target applies while this channel remains unused in this campaign.
Revisit paid media for a future cycle focused specifically on lead generation.
Audience & Targets
Not applicable to this campaign; no paid audience targeting is planned.
No audience segment is targeted through paid media during these 90 days.
Future paid activity would target decision-makers in priority sectors not yet reached through referral or organic search.
This decision reflects a deliberate focus, not a resourcing gap.
Message & Narrative
Not applicable to this campaign; no paid-specific message is developed.
No message development is planned for paid media in this campaign.
A future paid narrative would likely repurpose top-performing owned case studies or thought leadership.
This channel remains available for future activation once proven owned content exists.
Conversion & CTA
Not applicable to this campaign; no paid-media conversion path is planned.
No CTA is developed for paid media during these 90 days.
Future paid activity would most likely drive to a relevant case study or service page.
This channel’s absence does not affect the campaign’s core attention objective.
Tactic & Cadence
Not applicable to this campaign; no paid-media tactics or cadence are planned.
No ad campaigns or flighting are scheduled during this campaign period.
Future paid activity would align with a separately scoped lead-generation campaign.
This decision keeps team capacity and budget focused on owned and earned execution.
Budget & Resources
No budget is allocated to paid media for this campaign; all production spend is directed to owned and earned channels.
Zero budget is allocated to paid media in this 90-day plan.
Future paid investment would require separate scoping as part of a lead-generation-focused campaign.
This reallocation keeps spend concentrated on the highest-priority channels for this objective.
Risks & Mitigation
The main risk of leaving paid media unresourced is slower reach growth than a paid-amplified campaign; this is accepted as appropriate given the firm’s referral-driven enquiry history.
Slower reach growth from paid is an accepted trade-off given this campaign’s owned-and-earned-first attention focus.
Paid media without proven integrated positioning risks reinforcing single-discipline association rather than cross-selling recognition.
Scope paid media separately for a future cycle focused specifically on lead generation.
Insights & Learnings
Paid media was deprioritised based on the inquiry-confirmed absence of paid lead-generation history for this category, the audit finding that enquiries currently arrive through referral and organic search, and research showing comparable design firms generate qualified cross-disciplinary enquiries through owned authority and earned credibility rather than paid reach.
Inquiry insight: the firm confirmed it has no history of paid lead generation, as referral and reputation have driven enquiries to date.
Audit insight: enquiries currently arrive through referral and organic search, confirming paid media is not the structural gap here.
Research insight: comparable design firms generate enquiries through owned authority and earned credibility, not paid reach, supporting deferral.
Content strategy
This 90-day content plan sequences cross-disciplinary stories, case work, and thought leadership across three pillars, publishing primarily through owned media, with earned media reinforcement through press, awards, and speaking engagements.
Content pillars definition
Cross-disciplinary stories
Content following one client problem through brand, product and experience contributions, showing the firm's integrated identity and engagement model.
Casework
Structured challenge-approach-outcome case studies with named discipline roles, verified evidence and clear cross-selling pathways to related capabilities.
Thought leadership
Cross-disciplinary frameworks, market perspectives and leadership viewpoints ending in a practical implication for decision-makers.
Scheduled content
A content library totalling 50 pieces across the 90 days: 15 single posts, 12 carousels, 8 short-form videos, 6 long-form case studies and thought-leadership pieces, and 3 email sends (owned), plus 3 press placements, 2 award submissions and 1 conference talk (earned). Volume follows the guideline’s content-mix guardrail, building toward stronger recognition of the full offering and increased cross-selling.
Day 1 to 30: Content pieces to produce and publish.
Day 1-10
We Design Brands, Products and Experiences That Work Together. Launch a carousel introducing the firm’s integrated positioning across all three disciplines.
Publish: Day 1. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Firm identity format, all three disciplines named upfront.
Show Brand, Product and Experience in Every Introduction. Single post reinforcing the firm’s integrated identity across all client touchpoints.
Publish: Day 2. Pillar: Cross-Disciplinary Stories. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Firm identity format, consistent integrated positioning.
From Strategy to Launch Across Three Disciplines. Long-form case study following one client problem through brand, product and experience contributions.
Publish: Day 3. Pillar: Case Work. Format: Long-form case study. Channel: Owned. Platform: Website. Style & Structure: Case-study narration: context, integrated approach, outcome and learning.
Why Connected Disciplines Create Stronger Outcomes. Thought-leadership article explaining the firm’s integrated value proposition with cross-disciplinary examples.
Publish: Day 5. Pillar: Thought Leadership. Format: Long-form case study. Channel: Owned. Platform: Website. Style & Structure: Thought-leadership structure: cross-disciplinary problem, examples, practical implications.
Brand Design: Creating the Identity, Language and Systems. Discipline explainer connecting brand work to a relevant integrated project.
Publish: Day 7. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Discipline-explainer format, plain language before technical detail.
Mapping a Client’s Journey Across Three Disciplines. Video walking through a diagram showing brand, product and experience touchpoints for one project.
Publish: Day 9. Pillar: Case Work. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Diagramming standard, one main message, annotated legend.
Day 11-20
Product Design: Making Digital and Physical Tools Useful. Discipline explainer connecting product work to a relevant integrated project.
Publish: Day 11. Pillar: Cross-Disciplinary Stories. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Discipline-explainer format, plain language before technical detail.
Business Outcome, Human Outcome: Both Matter. Single post explaining client-outcome framing in both business and human terms.
Publish: Day 12. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Client-outcome framing, business and human terms.
Aligning Global Brand and Product for a Retail Client. Single post highlighting brand and product disciplines solving one client challenge together.
Publish: Day 13. Pillar: Case Work. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Case-study narration: context, integrated approach, outcome and learning.
The Cost of Fragmented, Multi-Vendor Delivery. Thought-leadership post contrasting integrated design with disconnected vendor delivery.
Publish: Day 15. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Problem-led headline convention, practical implication for decision-makers.
A Closer Look: Identity System in Application. Carousel showing a brand identity system applied across packaging, interface and environment.
Publish: Day 17. Pillar: Case Work. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Brand-pillar visuals, applied system across real touchpoints.
Discuss Your Integrated Challenge With Our Team. Email introducing the firm’s integrated engagement model to prospective clients.
Publish: Day 19. Pillar: Cross-Disciplinary Stories. Format: Email. Channel: Owned. Platform: Email. Style & Structure: Engagement-models format, realistic scope and collaboration expectations.
Day 21-30
Experience Design: Improving Journeys Across Touchpoints. Discipline explainer connecting experience work to a relevant integrated project.
Publish: Day 21. Pillar: Cross-Disciplinary Stories. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Discipline-explainer format, plain language before technical detail.
Avoiding the ‘Creative Excellence’ Trap. Single post explaining why the firm avoids unsupported differentiation claims.
Publish: Day 22. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Differentiation standard, evidence over generic claims.
Improving a Product Experience Customers Found Difficult to Use. Case study showing product and experience disciplines solving a usability challenge.
Publish: Day 23. Pillar: Case Work. Format: Long-form case study. Channel: Owned. Platform: Website. Style & Structure: Case-study narration: context, integrated approach, outcome and learning.
How Local Research Shaped One Project’s Direction. Post demonstrating global positioning through market-specific research and cultural context.
Publish: Day 25. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Global-positioning format, local evidence paired with strategic principle.
A Service Journey, Mapped End to End. Video showing a service blueprint connecting digital, physical and human touchpoints.
Publish: Day 27. Pillar: Case Work. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Experience-pillar visuals, journey map with readable annotations.
Press Feature: Aligning Fragmented Touchpoints After Growth. Earned press placement built from an approved case study on post-merger integration.
Publish: Day 29. Pillar: Case Work. Format: Press placement. Channel: Earned. Platform: Design Publication. Style & Structure: Press-ready case-study adaptation, client-approved evidence only.
Day 31 to 60: Content pieces to produce and publish.
Day 31-40
Mid-Cycle: What Integrated Design Looks Like in Practice. Recap carousel summarising the cycle’s cross-pillar stories and case work so far.
Publish: Day 31. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Campaign narrative recap stage, informative and evidence-led.
A Case Study Is Not a Portfolio Piece. Single post explaining the firm’s case-study evidence standard.
Publish: Day 32. Pillar: Case Work. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Case-study evidence standard, verified problem, approach, outcome.
Repositioning a Business Entering New Markets. Case study following a full brand-product-experience engagement for market entry.
Publish: Day 33. Pillar: Case Work. Format: Long-form case study. Channel: Owned. Platform: Website. Style & Structure: Case-study narration: context, integrated approach, outcome and learning.
What Non-Designers Get Wrong About Product Design. Thought-leadership post explaining product design through usability and viability, not visual polish.
Publish: Day 35. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Product-pillar standard, usability and usefulness over surface styling.
Naming, Messaging and Identity: The Strategic Problem Behind the Decision. Carousel explaining the strategic reasoning behind a brand identity decision.
Publish: Day 37. Pillar: Case Work. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Brand-pillar standard, strategic problem before aesthetic outcome.
A Conversation on Connected Design. Email sharing a leadership perspective on cross-disciplinary collaboration with prospective clients.
Publish: Day 39. Pillar: Thought Leadership. Format: Email. Channel: Owned. Platform: Email. Style & Structure: Leadership voice, clarifies the firm’s perspective on connected design.
Day 41-50
Award Submission: Integrated Retail Experience Redesign. Award submission built from an approved case study demonstrating cross-disciplinary retail work.
Publish: Day 41. Pillar: Case Work. Format: Award submission. Channel: Earned. Platform: Industry Awards Programme. Style & Structure: Award-ready case-study adaptation, verified outcome and client approval.
One Rebrand, Three Related Capabilities. Single post showing a cross-selling pathway from a brand project.
Publish: Day 42. Pillar: Cross-Disciplinary Stories. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Cross-selling pathway format, logical next step.
How People, Places and Systems Interact. Discipline explainer on experience design as journey, environment and service orchestration.
Publish: Day 43. Pillar: Cross-Disciplinary Stories. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Experience-pillar standard, orchestration of journeys and environments.
From Workshop Feedback to First Release. Case study showing how client and stakeholder collaboration shaped a product decision.
Publish: Day 45. Pillar: Case Work. Format: Long-form case study. Channel: Owned. Platform: Website. Style & Structure: Human and collaborative voice, credit to clients and stakeholders.
The Link Between Strategy, Design and Delivery. Thought-leadership video explaining how strategic decisions carry through to implementation.
Publish: Day 47. Pillar: Thought Leadership. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Differentiation standard; link strategy to implementation know-how.
Press Feature: A Connected Approach to Hospitality Design. Earned press placement built from an approved hospitality-sector case study.
Publish: Day 49. Pillar: Case Work. Format: Press placement. Channel: Earned. Platform: Design Publication. Style & Structure: Press-ready case-study adaptation, client-approved evidence only.
Day 51-60
Sector Spotlight: A Common Principle Across Industries. Post showing sector adaptability while maintaining one consistent, integrated design method.
Publish: Day 51. Pillar: Thought Leadership. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Sector-breadth standard, common principle transferring across sectors.
Increasing Engagement Through Integrated Experience Design. Single post demonstrating a measurable business and human outcome from integrated work.
Publish: Day 53. Pillar: Case Work. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Client-outcome framing, business and human terms with approved data.
The Team Tested the Approach Before Wider Rollout. Video explaining international collaboration and local validation before market rollout.
Publish: Day 55. Pillar: Thought Leadership. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: International-collaboration standard, local validation before rollout.
A Focused Audit as a Starting Point. Carousel explaining the firm’s engagement models, including single-pillar starting points.
Publish: Day 57. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Engagement-models format, realistic scope expectations.
Day 61 to 90: Content pieces to produce and publish.
Day 61-70
Conference Talk: Designing End-to-End Journeys. Speaking engagement built from thought-leadership content on connected design journeys.
Publish: Day 61. Pillar: Thought Leadership. Format: Conference talk. Channel: Earned. Platform: Industry Conference. Style & Structure: Thought-leadership structure repurposed for live speaking format.
What a Service Blueprint Actually Shows. Single post explaining service blueprints in plain language for non-specialists.
Publish: Day 62. Pillar: Case Work. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Technical-detail control, plain language before specialist terms.
What Changed, How We Measured It, and What We Learned. Case study demonstrating measurement rigour with baseline, method and reporting timeframe.
Publish: Day 63. Pillar: Case Work. Format: Long-form case study. Channel: Owned. Platform: Website. Style & Structure: Measurement-rigour standard, baseline and limits of data stated.
Experience Design Is Not Just Environments. Thought-leadership post correcting a common misconception about the scope of experience design.
Publish: Day 65. Pillar: Thought Leadership. Format: Short-form video. Channel: Owned. Platform: LinkedIn. Style & Structure: Experience-pillar standard, journeys and service moments, not environments alone.
A Rebrand That Opened the Door to Product Work. Carousel showing a cross-selling pathway from one discipline into a related engagement.
Publish: Day 67. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Cross-selling pathway format, logical next step from project problem.
Press Feature: From Brand to Product, One Connected System. Earned press placement built from an approved technology-sector case study.
Publish: Day 69. Pillar: Case Work. Format: Press placement. Channel: Earned. Platform: Design Publication. Style & Structure: Press-ready case-study adaptation, client-approved evidence only.
Day 71-80
Making Every Customer Touchpoint Work Together. Campaign-themed carousel showing the relationship between brand, product and experience.
Publish: Day 71. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Campaign-theme format, connected-design advantage shown visually.
Our Approach to International Collaboration. Single post explaining how the firm works across markets and time zones.
Publish: Day 72. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: International-collaboration standard, research and collaboration emphasis.
A Multi-Touchpoint Challenge, Solved by Three Teams. Single post showing cross-disciplinary teams solving one complex client challenge.
Publish: Day 73. Pillar: Case Work. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Differentiation standard, cross-disciplinary teams on complex challenges.
What Clients Told Us Made Our Offer Easiest to Understand. Thought-leadership post sharing market feedback on integrated-offering recognition.
Publish: Day 75. Pillar: Thought Leadership. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Market-and-sector-feedback standard, direct client language quoted.
Award Submission: Connected Identity and Digital Product System. Award submission built from an approved case study demonstrating brand-product integration.
Publish: Day 77. Pillar: Case Work. Format: Award submission. Channel: Earned. Platform: Industry Awards Programme. Style & Structure: Award-ready case-study adaptation, verified outcome and client approval.
Your Questions About Integrated Engagements, Answered. FAQ carousel addressing common questions about how integrated engagements work.
Publish: Day 79. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Engagement-models format, realistic expectations about scope and collaboration.
Day 81-90
90 Days of Integrated Stories, Case Work and Thinking. Recap carousel summarising the cycle’s cross-pillar content and earned coverage.
Publish: Day 81. Pillar: Cross-Disciplinary Stories. Format: Carousel. Channel: Owned. Platform: LinkedIn. Style & Structure: Campaign-narrative recap stage, informative and evidence-led.
One Firm, Three Disciplines, Every Project. Closing brand-narrative post reinforcing the firm’s integrated identity.
Publish: Day 84. Pillar: Cross-Disciplinary Stories. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Firm-identity format, unified and confident voice.
What’s Next: Upcoming Case Studies and Perspectives. Forward-looking post previewing the next cycle’s case studies and thought leadership.
Publish: Day 87. Pillar: Thought Leadership. Format: Single post. Channel: Owned. Platform: LinkedIn. Style & Structure: Campaign-planning format, forward-looking and specific.
Discuss Your Next Integrated Challenge. Closing email inviting prospective and existing clients to discuss an integrated engagement.
Publish: Day 90. Pillar: Cross-Disciplinary Stories. Format: Email. Channel: Owned. Platform: Email. Style & Structure: Cross-linking-and-CTA format, relevant enquiry route.
Last updated 1 September 2026 by Zazoozoo.
