THE STARTING POINT
The brief
The sample business offers several services but explains them in the same broad language. Prospective customers struggle to see which service fits, what happens after an enquiry, and whether the team serves their area.
Our approach
Start with one audience and one service. Build a message around a concrete customer problem, take visitors to a matching landing page, and give the receiving team a short qualification script. Review the quality of conversations alongside channel activity.
Who this is designed for
Owner-managers in Nairobi comparing professional support before requesting a consultation.
Make the next step obvious before asking more people to take it.
The key design decision
A smaller campaign with a clear next step is easier to learn from than a broad campaign promising everything.
A practical delivery plan
Week 1 · Listen and define
Review existing enquiries, agree the priority service and write the offer. Confirm what can be promised and who answers each lead.
Weeks 2–3 · Build the journey
Produce two message directions, a small asset set and a landing-page prototype. Test the enquiry form and phone links on real mobile screens.
Weeks 4–6 · Pilot and review
Launch with an agreed test budget, review search terms and enquiry relevance, and record the changes in a decision log.
Review, handover and ownership
The proposed handover includes editable working files, a named content or system owner, and a short walkthrough. The team would agree how feedback is collected, which issues block release, and who maintains the work after sign-off. Any additional scope would be discussed before it changes the timeline.
How we would evaluate the work
The acceptance criteria below define what to check during the pilot. They are not performance claims. A live engagement would establish a baseline, confirm access to the right data, and agree a review period before reporting outcomes.
Explore the specialist team and discuss how this approach could fit your organisation.
WHAT THE TEAM HANDS OVER
Deliverables
- Audience and offer brief
- Two creative directions with approved campaign copy
- Mobile landing-page specification and enquiry handover
- Six adaptable social and search assets
- UTM naming sheet and weekly reporting template
Proposed acceptance criteria
These are checks for the proposed work, not measured client results.
- Every campaign link reaches the relevant offer and retains agreed attribution tags.
- Test enquiries reach the nominated owner with the information needed to reply.
- The pilot report separates engagement, qualified enquiries and follow-up status.
