DIY Marketing Workbook
It began as 30 pages and became 240
The original document covered everything needed to run a campaign, minus the marketing. The assignment was to empower non-marketing people to do marketing. In many cases, this required a balance between explaining the core principles, without getting too academic.Â
My role
I worked as a sole contributor for all of the content. We did not have a designer, so I provided this initial starting point with the idea it would later receive actual art direction and illustration.
Hands-on activities in Docs and Sheets
Given that founding teams are often 1-4 people, activities were built around producing the actual, usable deliverables to reach out to two types of investors: 1. inner circle and larger dollar amount investors that would require a business development approach to marketing, and 2. wider network/fans/audience that would need a combination of digital and traditional marketing approaches. Each activity was built into either a spreadsheet with examples and instructions, or a slide deck/document. Much of the focus was on helping founders get organized, as the need became clear during early stakeholder interviews and onboarding sessions.
Starts with vision of success, then prep
Founders are excited about winning and success. To play on this, the order of the book was not typical. The order: 1. Story of a successful campaign, 2. Running a campaign, and 3. (The big section) Before or preparing for the campaign. Part of the rationale was that getting our audience excited before dropping the list of what it would take might motivate them to do the work needed to get ready to to raise.
Activity Examples
Below are a few examples of the activities within the spreadsheets.Â
