InStone Strategy · the Campaign Delivery System
Minds; moved.
Strategy for campaigns that have to change what someone does: a Cabinet, a Commission, a public. Six phases, a gate between each, and nothing built until the goal is signed.
Understand; build; deliver.
Three services, in the order a campaign is made. Take one, two or all three. Each is scoped, timed and priced in writing after one conversation.
Strategic Direction.
Understand · Phases I and II: Direction, Meaning
We work out what must change, in whom, and the story that will move them.
You leave with a signed strategy
Creative Development.
Build · Phases III and IV: Expression, Activation
We develop how the campaign looks and where it runs: the identity, the iconic image and the plan to launch it.
You leave with a campaign ready to launch
Campaign Delivery.
Deliver · Phases V and VI: Delivery, Evaluation
We run it live, hold it to the plan, and measure it against the goal.
You leave with the campaign, delivered, and a report on what it changed
How the system works.
The Campaign Delivery System: six phases, with a gate between each. Nothing moves on until the gate is signed. Two phases to each service: Strategic Direction, Creative Development and Campaign Delivery.
Phase I, Direction
Direction.
What must change. Who must change.
The first phase locks the single behavioural goal and defines the specific audience whose behaviour must change. Nothing else gets built until this is signed off.
“Do we know exactly what must change, for whom, and why?”
Built from
- Goal Framework
- Audience Clarity Framework
What you receive
- Campaign Goal Statement
- Audience Insight Summary
- Success Definition
Three rules every engagement keeps.
I. Phased progression.
Every phase is gated until key outputs are created. Meaning is locked before expression. Expression is locked before activation. Reduction, consistency, quality.
II. Singular focus.
Focus sits at the centre of every strategy. Every phase distils toward one outcome, producing a campaign that is lean, purposeful, and measurable.
III. Strategy before craft.
Nothing gets designed, written or produced until the strategic spine holds. Craft is the final expression, not the first step.
Before you commission an engagement.
How the Campaign Delivery System works, and how engagements are priced and run. Questions about one service sit on its own page.
After one conversation. We scope the work with you, then put the scope, the timeline and the price in writing before any work begins. What moves the price is the complexity of your audience, the depth of research the work requires, and the density of the final artefact. No hourly rates. No surprises mid-engagement.
Yes. Take one service, two or all three. Strategic Direction covers Phases I and II, Creative Development covers III and IV, and Campaign Delivery covers V and VI. If you bring your own strategy to Creative Development, we check that it holds before we build on it.
Each phase ends with a written sign-off before the next begins. The gate is a question. For example, Phase I asks “Do we know exactly what must change, for whom, and why?” Until the answer is yes, in writing, we don't move on. It protects both sides from drift.
Every engagement has a named senior owner from the start. They write the brief, run the gate questions, and sign the final document. We do not subcontract strategic work or rotate junior staff onto your project.
Both. Campaign Delivery is the third service: we run the campaign and measure it against the goal. Many clients take Strategic Direction first, then either bring delivery in-house or hand the signed strategy to their existing creative or PR team.
Yes, and we recommend it where the political ground is unfamiliar. A Landscape Analysis or Stakeholder Perception study before Phase I gives the strategy sharper Direction inputs. The two tracks are scoped separately but timed to feed each other.
“Politics has the substance. It rarely has the craft. Our job is to bring both into the same room.”
Most engagements begin with intelligence.
Strategy is what you build. Intelligence is what you build it on: weekly briefs on Westminster and Brussels, specialist briefs by field, and research commissioned for your organisation.
Tell us what you are trying to change.
Every engagement starts with a conversation. Share what you are working on and we will tell you where to start. We respond to every brief within 48 hours.