We start with what is broken, not what is billable
Every engagement opens with a diagnosis. If more marketing is not what you need, we say so before you commit — which is why our first recommendation is sometimes a smaller one.
Authority & Media
Integrated Campaign Strategy
Connect creative, content, ads, PR, lead generation and reporting into one campaign plan.
Build an Integrated CampaignSee what is included
No obligation. We reply within one business day.
- One goal stated as a number with a date
- Sequencing planned deliberately, not by commissioning order
- A named owner per workstream — not “the team”
Competent work, in the wrong order, making different arguments.
An agency for ads, a freelancer for video, someone for PR, an internal team for social. Each does a decent job, and the campaign underperforms because nothing arrives when it should and no two elements say the same thing.
Sequencing is most of the value. Coverage landing before the paid campaign gives the ads something to reinforce. Retargeting configured before the awareness phase means week one’s audience is usable in week four rather than lost.
Scope
What’s included
- Campaign goal setting and audience strategy
- Creative concept and content rollout
- Video, reel and CGI direction
- Ad campaign direction
- PR angle development
- Lead generation and landing page flow
- Reporting framework
- Timeline and team responsibility mapping
Deliverables
What you receive
- An integrated campaign plan
- A content rollout calendar
- A creative direction deck
- A lead flow plan
- A campaign reporting framework
- An execution roadmap with named owners
How it works
How the engagement runs
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01
Set one goal
A number with a date. "Increase awareness" cannot be planned against because it cannot be failed.
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02
One audience, one concept
A single creative idea every channel expresses in its own format, so the campaign compounds instead of competing with itself.
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03
Sequence the timeline
What lands when, and why that order. These are cheap decisions with expensive consequences, and they are usually made by accident.
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04
Assign owners
Every workstream gets a person, with a reporting cadence and an escalation path fixed at the start.
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05
One reporting framework
Every channel into a single view with one primary measure. Defined before launch — a framework agreed after the results are in is not a framework.
Campaigns work best when the parts reinforce each other. In practice they are usually commissioned separately: an agency for ads, a freelancer for video, someone for PR, an internal team for social. Each does competent work, and the campaign underperforms because nothing arrives in the right order and no two elements make the same argument.
An integrated campaign plan fixes the coordination problem. One goal, one audience strategy, one creative concept, a timeline that puts each element where it does the most good, and one reporting framework everything feeds into.
What the plan contains
Campaign goal, audience strategy, creative concept, content rollout, video and reel direction, ad campaign direction, PR angle, lead generation flow, landing page direction, reporting framework, timeline and team responsibility mapping.
The goal comes first and is stated as a number with a date. “Increase awareness” cannot be planned against because it cannot be failed. “180 qualified admissions enquiries between 1 June and 15 July, at or under a defined cost per enquiry” can be — and every subsequent decision has something to be judged against.
Sequencing is most of the value
The same set of activities produces very different results depending on order. Earned coverage landing before the paid campaign gives the ads something to reinforce. A landing page live before the creative is finalised means the creative can point at something real. Retargeting configured before the awareness phase means the audience built in week one is usable in week four rather than lost.
These are cheap decisions with expensive consequences, and they are almost always made by accident when work is commissioned in pieces.
One reporting framework
Every channel reports into a single view, with one primary measure and a small number of supporting ones. Without this you get four dashboards and four different stories, and the post-campaign review becomes a negotiation about which number to believe.
We define it before launch, because a measurement framework agreed after the results are in is not a measurement framework.
Named owners
Every workstream gets a person, not a team. The reporting cadence and the escalation path are set at the start. Integrated campaigns fail on coordination far more often than on creative, and coordination failures are almost always an ownership gap somebody could have named on day one.
Who this is for
Brands launching products, services, events, institutions, offers, seasonal campaigns or awareness campaigns across multiple channels with a fixed date to hit.
Who it is not for
Single-channel, always-on activity. The plan would cost more than the coordination it saves. We would rather tell you now than invoice you first.
Why Auraa
Why businesses bring this work to us
Findings carry a number you can check
Not benchmarks from a blog post. Your leads, your timestamps, your conversion rate and your deal value — with the working shown, so you can argue with the figure rather than take it on faith.
You own everything we build
Accounts, pixels, dashboards and documents live in your name, inside your business. Nothing is held hostage in an agency workspace, and access transfers cleanly whenever you want it to.
Claims we would be willing to substantiate
We write to what can be evidenced, disclose creator partnerships properly, and flag anything on your site that would be hard to defend. It is a conversion improvement and a risk reduction at once.
Next step
Start with a conversation
Tell us where things currently stand. We will come back with an honest view of whether this service is the right starting point — including when it is not.
- An integrated campaign plan
- A content rollout calendar
- A creative direction deck
We reply within one business day. Your details are never sold or shared.
FAQ
Questions We Get About This Service
Sequencing and coherence. Bought separately, each element is optimised alone: the PR lands three weeks before the ads, the landing page is built after the creative, and nobody agreed a single measure of success. Integrated, everything points at one goal on one timeline and reports into one framework.
When three or more channels are involved and there is a fixed date — a launch, an admissions window, a seasonal peak, an event. Below that, an integrated plan is planning overhead you do not need.
Whoever is best placed, and we scope that explicitly. We can execute the whole thing, direct your internal team, or coordinate existing vendors. What the plan always provides is a named owner per workstream — the most common cause of integrated campaign failure is a workstream everyone assumed someone else held.