Campaign Foundations
Direction and Meaning locked. Your team can build everything else from here.
Scoped · Timed · Priced before it begins
What it is
Campaign Foundations is the strategic spine. You leave with a locked goal, a defined audience, a core narrative, a campaign line, and message pillars. Enough strategic substrate for a creative or delivery team to build a full campaign against. You do not need InStone for craft once this is in place.
Best suited for
Organisations with strong internal creative or delivery capacity who are missing the strategic foundation. Charities with in-house design teams, political offices with comms staff, agencies partnering with InStone for strategy-only scope.
Process
How the engagement runs, step by step.
3 to 4 weeks. Gated. Each step signs off before the next begins.
- 01
Phase I · Direction
Goal, audience, and stakeholder reality locked and signed off as a single gated outcome.
- 02
Phase II · Meaning
Core story, campaign line, message pillars, and tone. The narrative spine the campaign will carry.
- 03
Integration
A working session with your delivery team to hand off the foundations and pressure-test them against execution constraints.
- 04
Sign-off
A complete Foundations document signed off by both sides, anchoring every downstream decision.
What you get
Signed artefacts, handed over at the end.
- 01Campaign Goal Statement
- 02Audience Insight Summary
- 03Narrative Summary
- 04Campaign Line
- 05Message Pillars and Tone
Frameworks applied
The InStone toolkit running under the engagement.
We publish the framework names. The internal mechanics stay with us. That is what you are commissioning.
01
Goal Framework
02
Audience Clarity Framework
03
Narrative Framework
Pricing
From £18,000
Locked in writing before the engagement begins. No uplifts mid-engagement without explicit scope change.
What drives the price
- Standard scope (Phases I + II as defined)
- Multi-audience complexity (additional fee per added primary)
- Multi-jurisdictional adaptation (additional fee per market)
- Expedited turnaround (premium applies, limited availability)
Common questions
A complete Foundations document: Goal Statement, Audience Insight Summary, Narrative Summary, Campaign Line, and Message Pillars with Tone. Both sides sign. Your delivery team builds against it.
That is the point. Campaign Foundations is explicitly the handoff spec for an internal creative or delivery team. No design work is implied in the scope.
You can upgrade at any gate. The Foundations fee is credited in full against the Full Strategy scope. No re-work on the already-signed phase.
A named senior strategist runs the engagement end-to-end, supported by the team. You meet them in the intake. You work with them through sign-off.
Gates are not optional. If Phase I does not produce a goal both sides will sign, we do not move to Phase II until it does. That is the discipline that makes the system work.
Start with a brief
Send a written brief.
Tell us about the situation, the audience, and what part isn’t working. We respond in writing within two working days with a fit confirmation, a locked price, and a timeline. The call comes after. To sign, not to discover.
Related engagements
Often commissioned alongside Campaign Foundations.
Campaign Architecture
Expression and Activation. Visual direction, iconic image, channel plan, timeline.
The Full Strategy
An end-to-end strategic brief. Direction, Meaning, Expression, Activation. Ready to commission into delivery.