Campaign planning
Planned for the whole year.
Every campaign I run starts as a plan in Asana before a single post or email goes out. Here's how that planning works across six brands (Dicronite Southwest, Dicronite, BEMS, DDI Technology, Tally Body and TreePro): a calendar for the year, campaigns built step by step, and outreach reviewed every week.
Plan the year
Yearly content calendars
The planEach brand gets its own calendar for the year, planned before the year starts. Dicronite Southwest has a calendar for 2024, 2025 and 2026, and BEMS has its own for the same years.
How it's builtEvery calendar is split by channel (website, Facebook, Twitter and LinkedIn graphics), with a section for graphics direction, the holidays worth posting for and the weeks the team is out of the office. That way nothing gets planned for a week when nobody is there to post it.
- 01Project overviewGoal, offer, audience
- 02Hit listWho receives it
- 03Email 1 · reviewWritten, then approved
- 04Email 2 · reviewWritten, then approved
- →Next email in the seriesSame review step every time
Build the series
Multi-email campaigns
The planAn email campaign is planned as a series, not a single send. It starts with a project overview and a hit list of who should receive it, then each email gets its own task.
How it's builtEvery email is written and reviewed before the next one is drafted. For the BEMS photography services campaign and my own numbered email series, that meant one task per email from first draft to send. For Dicronite Southwest's customer experience survey, I wrote different versions of the email, one friendly and direct and one focused on the customer, so the team could pick the tone.
- 01What, when, where and whyThe brief
- 02Targeted listMonday meeting
- 03Email setupMonday meeting
- 04Pipeline reviewTuesday meeting
Reach & re-engage
Outreach sequences & quote-request emails
The planOutreach for Dicronite.com starts with a simple brief: what we're offering, when it goes out, where it's aimed and why the reader should care. I used it for cold outreach to aerospace buyers and for a customer re-engagement sequence in HubSpot that reconnected with past Dicronite customers.
How it's builtThe targeted list and email setup were worked through in a Monday meeting, and the pipeline was reviewed every Tuesday, all tied into HubSpot. The re-engagement sequence reached 806 contacts: 351 opened it, 98 replied and 10 booked a meeting. Alongside it, I set up the request-for-quote emails for Dicronite.com, mapping each type of email and recording how-to videos so the team could handle them the same way every time.
Launch & amplify
LinkedIn & social campaigns
The planThe LinkedIn campaign for BEMS graphic design services was planned a month at a time, starting in April 2025. Each month has its own copy and its own graphics.
How it's builtCopy is written first, then the graphics are made to match, so every post goes out as a finished pair. The BEMS social media launch was planned the same way, with the copy for each post written out in order before anything went live.
- HolidayThanksgiving holiday scheduleCustomers
- HolidayChristmas holiday scheduleCustomers
- TransitionCustomer list transitionSept 2025
- Trade showBooth options & video updateEvents
Company moments
Announcements & events
The planNot every campaign sells something. Holiday schedules, a customer list moving to new hands and trade show appearances all need to reach the right people at the right time.
How it's builtEach one runs as a small project: the wording, then the email, then the send date. Holiday schedule emails go out every year. For trade shows, I compared booth options side by side and updated the booth and website video before the show.
Build the library
Social content library
The planTally Body needed a steady run of on-brand posts that could go out without a design tool. I planned 15 weeks of social content, one message per week, and built each message twice from the same words: a story graphic and a square post.
How it's builtEvery week points to a page on the site (online coaching, nutrition, personal training, bodybuilding or the application), so each post sends people somewhere. All 30 graphics sit on one private page: find the week, press download, post it. At two posts a week that is about three and a half months of content, mixed in with the client training clips she already films.
What the plans turned into
Graphics, emails and posts that came out of these plans. Hover to pause.
Need your next campaign planned from the first post to the last send?
Tell me what you want to launch and who it's for. I'll reply within two business days.