Campaign Development
One idea, driving towards a big goal.
Campaigns often involve many messages, channels, teams, and deadlines. Without a shared structure, the work can become fragmented quickly.
We bring strategy, storytelling, creative development, and launch planning into one connected process. This helps the campaign feel consistent to the audience and manageable to the people producing it.
What this includes:
- Campaign concepts and messaging systems
- Channel and timing strategy
- Creative development across the campaign
- Launch planning and execution coordination
How We Work
We start with the result the campaign needs to produce and systematically work backward for a structured plan.
The audience, message, channels, creative direction, and timing are developed around your goal. Each part has a specific role, while still contributing to one coordinated campaign.
Let’s Build the Campaign as One System
Planning a campaign or launch with many moving parts? Let’s talk about how to bring them together.
What does this service include?
Campaign development includes campaign concept and messaging, channel and timing strategy, creative development across the campaign, and coordination through launch.
When should an organization use it?
This fits when there's a specific launch, moment, or initiative that needs audience, channel, creative, and timing to move together as one coordinated effort, rather than as separate workstreams handled independently.
What kinds of organizations benefit?
Organizations launching a new product, entering a new market, or running a time-bound initiative benefit most from our campaign development services. Campaign work depends on coordination across multiple moving pieces landing at the right time, and Presence has deep experience in marketing campaign strategy across many industries.
What does the engagement produce?
A campaign engagement typically produces a campaign concept, a messaging framework, a channel and timing plan, and the creative assets needed to execute it, coordinated as one system rather than delivered piecemeal. Sometimes, a complex coordination of campaign launch timelines need to be managed, so each engagement will produce its own customized plan according to the goals of the campaign.
How long does it typically take?
Timeline depends on the campaign's scale and the specifications involved. Smaller campaigns can move in a matter of weeks, while larger multi-channel launches take longer to plan and coordinate properly.
What information does the client need to provide?
Useful inputs include the business objective behind the campaign, any hard launch dates or constraints, existing brand and strategy materials, and access to whoever is making channel and budget decisions internally.
How is pricing structured?
Campaign development is scoped around the number of channels, the volume of creative needed, and the complexity of coordination required, and is priced per engagement rather than as a standard package.
How is this different from hiring a conventional marketing agency?
Conventional agencies often specialize in a single channel or discipline, media buying, social, or creative, and stitch a campaign together across vendors. Presence builds the campaign as one connected system from the start, which tends to reduce the gaps that show up when channel, creative, and timing are planned separately.
Who works on the engagement?
Campaign strategy and direction are led directly by Presence, with specialist subcontractors brought in for channel-specific execution, whether that's paid media, video production, or platform-specific creative, based on what the campaign actually needs. Campaign deliverables are evaluated and quality checked in-house at Presence.
What problems is it not designed to solve?
Campaign development plans and builds a marketing campaign. It isn't a substitute for ongoing paid media management or account handling once a campaign is live. And it can't compensate for a product or offer that isn't ready for the market it's launching into.
How should a buyer evaluate providers?
Ask how a provider handles the handoffs between strategy, creative, and channel execution, since that's usually where campaigns lose coherence. A provider who can speak to the different parts of an integrated campaign is better positioned to keep a campaign connected end to end.
What happens after the engagement?
Once a campaign launches, most engagements include a review of performance against the original objective, and many clients move into a follow-on engagement, whether that's content production for ongoing needs or planning for the next campaign.
Can this be combined with other services?
Yes, campaign development regularly pairs with creative strategy for positioning ahead of a launch and content production for the assets a campaign needs to run.