Strategy · Understand · one of three
What must change, in whom, and the story that will move them.
We work out the single outcome the campaign must produce, the specific people whose behaviour has to change, and the story that will move them. You leave with a signed strategy your own team, or ours, can build a campaign from.
Best suited to
Organisations with strong creative or delivery capacity of their own who are missing the strategy underneath it, and anyone about to commission a campaign who wants the goal, the audience and the story settled first.
Every InStone campaign runs through six phases, in order, each ending at a gate that is signed before the next begins. Strategic Direction covers I and II.
I
Direction
What must change. Who must change.
II
Meaning
Why they should care.
III
Expression
How it should feel.
IV
Activation
Where and when it meets the audience.
V
Delivery
Execute without strategic drift.
VI
Evaluation
Measure. Learn. Inform.
Phase I
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.
You receive
The gate you sign
Do we know exactly what must change, for whom, and why?
Phase II
Defines the story and message structure required to shift the audience emotionally and intellectually toward the desired behaviour. Narrative always precedes expression.
You receive
The gate you sign
Do the narrative and messages logically and emotionally move this audience toward the defined behaviour?
See all six phases on the Strategy page.
Questions about the method as a whole are answered on the Strategy page.
After one conversation. We scope the work with you, then put the scope, the timeline and the price in writing before anything begins. No hourly rates, and no surprises once it is under way.
Yes. You leave with a signed strategy your team can build from, with no obligation to continue into Creative Development or Campaign Delivery.
Bring it. We review what you have in the first conversation. If it holds, we start from there. If it does not, we say so.
A named senior strategist owns it from the first conversation to the final sign-off, supported by a small team. We do not subcontract strategic work or rotate junior staff onto your project.
Take one, two or all three, in order.
Tell us what you are working on, and we will tell you where to start. The scope, the timeline and the price follow in writing, before any work begins.
