Why Build for the Long-Term on Campaigns
By Heather Klindworth, Partner
This is the first part of our two part series on building the long-term on cycle-driven campaigns. You can find the second part here!
𝖳𝗁𝗈𝗌𝖾 𝗈𝖿 𝗎𝗌 𝗂𝗇 𝗉𝗈𝗅𝗂𝗍𝗂𝖼𝗌 𝗁𝖺𝗏𝖾 𝖺𝗅𝗅 𝗁𝖾𝖺𝗋𝖽 𝗍𝗁𝖾 𝖽𝗋𝖾𝖺𝖽𝖾𝖽 𝗐𝗈𝗋𝖽 𝖻𝖾𝖿𝗈𝗋𝖾: 𝑡𝑟𝑎𝑛𝑠𝑎𝑐𝑡𝑖𝑜𝑛𝑎𝑙. 𝖨𝗍’𝗌 𝖺𝗇 𝖺𝖼𝖼𝗎𝗌𝖺𝗍𝗂𝗈𝗇 𝗅𝗈𝖻𝖻𝖾𝖽 𝖺𝗍 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗌 𝗍𝗁𝖺𝗍 𝖺𝗋𝖾 𝗉𝖾𝗋𝖼𝖾𝗂𝗏𝖾𝖽 𝗍𝗈 𝖾𝗇𝗀𝖺𝗀𝖾 𝗉𝖾𝗈𝗉𝗅𝖾 𝗐𝗁𝖾𝗇 𝗂𝗍 𝗌𝖾𝗋𝗏𝖾𝗌 𝗍𝗁𝖾 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇, 𝗆𝖺𝗄𝖾 𝖺𝗌𝗄𝗌 𝗐𝗂𝗍𝗁𝗈𝗎𝗍 𝗉𝗋𝗈𝗏𝗂𝖽𝗂𝗇𝗀 𝗏𝖺𝗅𝗎𝖾 𝗂𝗇 𝗋𝖾𝗍𝗎𝗋𝗇, 𝖺𝗇𝖽 𝗏𝖺𝗇𝗂𝗌𝗁 𝗈𝗇𝖼𝖾 𝗍𝗁𝖾𝗒 𝗁𝖺𝗏𝖾 𝗐𝗁𝖺𝗍 𝗍𝗁𝖾𝗒 𝗐𝖺𝗇𝗍. 𝖭𝗈 𝗈𝗇𝖾 𝗐𝖺𝗇𝗍𝗌 𝗍𝗁𝖾𝗂𝗋 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇 𝗍𝗈 𝖻𝖾 𝗅𝖺𝖻𝖾𝗅𝖾𝖽 𝖺𝗌 “𝗍𝗋𝖺𝗇𝗌𝖺𝖼𝗍𝗂𝗈𝗇𝖺𝗅.” 𝖸𝖾𝗍, 𝗆𝗈𝗌𝗍 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗌 𝖺𝗋𝖾 𝗍𝗋𝖺𝗇𝗌𝖺𝖼𝗍𝗂𝗈𝗇𝖺𝗅 𝗍𝗈 𝗌𝗈𝗆𝖾 𝖾𝗑𝗍𝖾𝗇𝗍 𝗈𝗋 𝖺𝗇𝗈𝗍𝗁𝖾𝗋. 𝖳𝗁𝖾𝗋𝖾 𝗂𝗌 𝖺𝗇 𝗂𝗇𝗁𝖾𝗋𝖾𝗇𝗍 𝖽𝗂𝖿𝖿𝗂𝖼𝗎𝗅𝗍𝗒 𝖿𝗈𝗋 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗌 𝗍𝗁𝖺𝗍 𝗈𝗉𝖾𝗋𝖺𝗍𝖾 𝖻𝗒 𝖼𝗒𝖼𝗅𝖾, 𝗁𝖺𝗏𝖾 𝗅𝗂𝗆𝗂𝗍𝖾𝖽 𝗋𝖾𝗌𝗈𝗎𝗋𝖼𝖾𝗌, 𝖺𝗇𝖽 𝖺𝗋𝖾 𝗈𝖿𝗍𝖾𝗇 𝗆𝖺𝗃𝗈𝗋𝗂𝗍𝗒 𝗏𝗈𝗅𝗎𝗇𝗍𝖾𝖾𝗋-𝗅𝖾𝖽 𝗈𝗉𝖾𝗋𝖺𝗍𝗂𝗈𝗇𝗌. 𝖳𝗁𝖾 𝗆𝗈𝗌𝗍 𝗂𝗆𝗉𝖺𝖼𝗍𝖿𝗎𝗅 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗌 𝖺𝗂𝗆 𝗍𝗈 𝖻𝖺𝗅𝖺𝗇𝖼𝖾 𝗂𝗆𝗆𝖾𝖽𝗂𝖺𝗍𝖾 𝗇𝖾𝖾𝖽𝗌 𝗐𝗁𝗂𝗅𝖾 𝗄𝖾𝖾𝗉𝗂𝗇𝗀 𝖺𝗇 𝖾𝗒𝖾 𝗈𝗇 𝖺 𝗅𝗈𝗇𝗀-𝗍𝖾𝗋𝗆, 𝗁𝗈𝗅𝗂𝗌𝗍𝗂𝖼 𝗏𝗂𝗌𝗂𝗈𝗇. Today w𝖾’𝗅𝗅 𝖽𝗂𝗏𝖾 𝗂𝗇𝗍𝗈 𝗍𝗁𝖾 𝖼𝗁𝖺𝗅𝗅𝖾𝗇𝗀𝖾𝗌 𝖿𝖺𝖼𝗂𝗇𝗀 𝖼𝗒𝖼𝗅𝖾-𝖽𝗋𝗂𝗏𝖾𝗇 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗌.
𝗪𝗵𝘆 𝗮𝗿𝗲 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝘀𝗼 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁?
𝟣. 𝖨𝖽𝖾𝖺𝗅𝗅𝗒, 𝗒𝗈𝗎’𝗋𝖾 𝗀𝗈𝗂𝗇𝗀 𝗍𝗈 𝗐𝗂𝗇. 𝖨𝖿 𝗍𝗁𝖺𝗍 𝗁𝖺𝗉𝗉𝖾𝗇𝗌, 𝗒𝗈𝗎’𝗅𝗅 𝖻𝖾 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗂𝗇𝗀 𝗂𝗇 𝗍𝗁𝖾 𝗌𝖺𝗆𝖾 𝖽𝗂𝗌𝗍𝗋𝗂𝖼𝗍 𝖺𝗀𝖺𝗂𝗇. 𝖸𝗈𝗎 𝗐𝗂𝗅𝗅 𝗆𝖺𝗄𝖾 𝗂𝗍 𝖾𝖺𝗌𝗂𝖾𝗋 𝖿𝗈𝗋 𝖿𝗎𝗍𝗎𝗋𝖾 𝗒𝗈𝗎 𝗂𝖿 𝗒𝗈𝗎 𝗄𝖾𝖾𝗉 𝗍𝗁𝖾 𝗅𝗈𝗇𝗀-𝗍𝖾𝗋𝗆 𝗂𝗇 𝗆𝗂𝗇𝖽.
𝟤. 𝖡𝗎𝗂𝗅𝖽𝗂𝗇𝗀 𝗅𝗈𝗇𝗀-𝗍𝖾𝗋𝗆 𝗉𝗋𝗈𝗀𝗋𝖾𝗌𝗌𝗂𝗏𝖾 𝗂𝗇𝖿𝗋𝖺𝗌𝗍𝗋𝗎𝖼𝗍𝗎𝗋𝖾 𝗀𝖾𝗍𝗌 𝗎𝗌 𝖺𝗅𝗅 𝖺 𝗌𝗍𝖾𝗉 𝖼𝗅𝗈𝗌𝖾𝗋 𝗍𝗈 𝖺𝖼𝗍𝗎𝖺𝗅𝗂𝗓𝗂𝗇𝗀 𝗍𝗁𝖾 𝖿𝗎𝗍𝗎𝗋𝖾 𝗐𝖾 𝗐𝖺𝗇𝗍 𝖺𝗇𝖽 𝖼𝗋𝖾𝖺𝗍𝖾𝗌 𝖺𝗇 𝖾𝗇𝗀𝖺𝗀𝖾𝖽 𝖾𝗅𝖾𝖼𝗍𝗈𝗋𝖺𝗍𝖾.
𝗪𝗵𝘆 𝗱𝗼𝗲𝘀 𝗰𝘆𝗰𝗹𝗲-𝗱𝗿𝗶𝘃𝗲𝗻 𝘄𝗼𝗿𝗸 𝗺𝗮𝗸𝗲 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗮𝗻𝗱 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗱𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁?
• 𝖫𝖾𝖺𝖽𝖾𝗋𝗌𝗁𝗂𝗉 𝗍𝗎𝗋𝗇𝗈𝗏𝖾𝗋: 𝖿𝗋𝗈𝗆 𝗈𝗇𝖾 𝖼𝗒𝖼𝗅𝖾 𝗍𝗈 𝗍𝗁𝖾 𝗇𝖾𝗑𝗍, 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗌 𝗁𝗂𝗋𝖾 𝖽𝗂𝖿𝖿𝖾𝗋𝖾𝗇𝗍 𝗌𝗍𝖺𝖿𝖿, 𝗐𝗁𝗂𝖼𝗁 𝖼𝖺𝗇 𝖽𝗂𝗌𝗋𝗎𝗉𝗍 𝖼𝗈𝗇𝗍𝗂𝗇𝗎𝗂𝗍𝗒 𝗂𝗇 𝗋𝖾𝗅𝖺𝗍𝗂𝗈𝗇𝗌𝗁𝗂𝗉, 𝗄𝗇𝗈𝗐𝗅𝖾𝖽𝗀𝖾, 𝖺𝗇𝖽 𝗉𝗋𝖺𝖼𝗍𝗂𝖼𝖾.
• 𝖢𝗒𝖼𝗅𝖾 𝗍𝗂𝗆𝖾𝗅𝗂𝗇𝖾: 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇 𝗍𝗂𝗆𝖾𝗅𝗂𝗇𝖾𝗌, 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇 𝖿𝗂𝗇𝖺𝗇𝖼𝖾 𝗅𝖺𝗐𝗌, 𝖺𝗇𝖽 𝗏𝗈𝗍𝖾𝗋 𝖿𝖺𝗍𝗂𝗀𝗎𝖾, 𝗋𝗈𝖻𝗎𝗌𝗍 𝗒𝖾𝖺𝗋-𝗋𝗈𝗎𝗇𝖽 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇𝗂𝗇𝗀 𝖻𝗒 𝖺 𝖼𝖺𝗇𝖽𝗂𝖽𝖺𝗍𝖾 𝖼𝖺𝗆𝗉𝖺𝗂𝗀𝗇 𝗂𝗌 𝗇𝖾𝖺𝗋𝗅𝗒 𝗂𝗆𝗉𝗈𝗌𝗌𝗂𝖻𝗅𝖾.
• 𝖲𝗁𝗈𝗋𝗍-𝗍𝖾𝗋𝗆 𝖿𝗎𝗇𝖽𝗂𝗇𝗀: 𝗀𝗂𝗏𝗂𝗇𝗀 𝗐𝖺𝗇𝖾𝗌 𝗂𝗇 𝗍𝗁𝖾 𝗈𝖿𝖿-𝗌𝖾𝖺𝗌𝗈𝗇, 𝗅𝗂𝗆𝗂𝗍𝗂𝗇𝗀 𝗋𝖾𝗌𝗈𝗎𝗋𝖼𝖾𝗌.
