Generation One Generation One · step 10 · Campaigns

12-Month Campaign Plan

How Evolut launches its new brand and grows it for a year, from October 2026 to October 2027, in four chapters and twelve campaigns that climb from Known to Kept.

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37 slidesPublished 12 Oct 2026The deck we wrote for ourselves, shared as it is

Objective	KPI, and where it is measured	Target and timeframe	Owner	Cadence
01 Get known	Target-buyer subscribers to Field Notes, from the email platform	Set after our baseline Fitness Test, for Oct 2027	Content lead	Fortnightly
02 Get found	Buyer questions where AI names Evolut, of our 200+ (leading indicator)	Set from the December baseline	Strategy lead	Monthly
03 Get chosen	Free RocMode Scores started, from the Score form	Set after our baseline Fitness Test, per month	Growth lead	Weekly
03 Get chosen	Fitness Tests booked, from the CRM	Set after our baseline Fitness Test, for Oct 2027	Founder	Weekly
04 Get kept	Active Generations retainers: our North Star	Set after our baseline Fitness Test, for Oct 2027	Founder	Monthly
All four	Evolut's own fitness across all 42 moments, in RocMode	Baseline from our Fitness Test, then re-tested	Strategy lead	Quarterly

Occasion	Window	Tier	Campaign that claims it
Year-end planning and next-year briefs	15 Oct to 10 Dec	Tentpole	Launch (2026), Year one (2027)
Before the summer shutdown	15 Nov to 20 Dec	Tactical	Your weakest moment first
Annual budgets and planning	10 Jan to 28 Feb	Tentpole	A baseline for the year
Autumn event season	15 Mar to 31 May	Tentpole	The Selection Report
Pre-EOFY planning	1 May to 20 May	Tactical	The proof file opens
End of financial year budgets	15 May to 30 Jun	Tentpole	Book before budgets lock
New financial year supplier reviews	1 Jul to 15 Aug	Tentpole	The new-year review
Spring event season	1 Sep to 31 Oct	Tentpole	The peak keeps moving
Industry association event	1 Oct to 15 Nov	Tactical	The method, on stage

14Chapter 1: Evolve into the obvious choice

	Launch: Evolve into the obvious choice	Your weakest moment first
Role · budget	Tentpole · hero · 14%	Tactical · moment · 4%
Runs · occasion	16 Oct to 10 Dec 2026 · Year-end planning and next-year briefs	1 to 18 Dec 2026 · Before the summer shutdown
Big idea	Buyers decide before they call. Be the obvious choice at every moment.	Before the break, find the one moment costing you buyers.
Hook	“Buyers decide before they call. Evolve into the obvious choice: start with a free Score.”	“Your free Score shows your weakest moment, before the summer break.”
Serves · stages	The champion, the money and the sceptic · Known, Found	The champion and the sceptic · Found
KPI: gap it closes	RocMode Scores started: baseline → target by 10 Dec 2026	Fitness Tests booked from the Score: baseline → target by 18 Dec 2026

	A baseline for the year	The Selection Report
Role · budget	Tentpole · moment · 4%	Tentpole · hero · 19%
Runs · occasion	1 to 26 Feb 2027 · Annual budgets and planning	16 Mar to 30 Apr 2027 · Autumn event season
Big idea	Plan the year on evidence, not last year's guess.	Show who AI chooses in each category, and why.
Hook	“Before you set this year's plan, find out where buyers choose someone else.”	“We asked 200+ buyer questions with no brand named. Here is who got chosen.”
Serves · stages	The money and the champion · Answered, Bought	All six buyer types, led by the champion · Answered
KPI: gap it closes	Fitness Tests booked: baseline → target by 26 Feb 2027	Fitness Tests booked by report readers: baseline → target by 30 Apr 2027

	The proof file opens	Book before budgets lock	The new-year review
Role · budget	Tactical · moment · 3%	Tentpole · hero · 10%	Tentpole · moment · 5%
Runs · occasion	3 to 14 May 2027 · Pre-EOFY planning	17 May to 30 Jun 2027 · End of financial year budgets	1 Jul to 13 Aug 2027 · New financial year supplier reviews
Big idea	Our method, our 2025 record and our clients' words, in one place.	Bring proof to the table before the new budget locks.	Supplier reviews open in July. Be the obvious choice when they do.
Hook	“Before you set the budget: what we did in 2025, and what clients say.”	“Budgets lock on 30 June. Start with a Fitness Test, credited in full within 90 days.”	“New financial year, new supplier reviews. Start with a Niche Sprint, $7,900.”
Serves · stages	The sceptic and the money · Believed	The money and the champion · Preferred, Bought	The money and the champion · Preferred
KPI: gap it closes	Proof-file readers who start a Score: baseline → target by 14 May 2027	Fitness Tests and Niche Sprints booked: baseline → target by 30 Jun 2027	Niche Sprints booked: baseline → target by 13 Aug 2027

	The peak keeps moving	The method, on stage	Year one
Role · budget	Tentpole · moment · 6%	Tactical · moment · 2%	Tentpole · hero · 5%
Runs · occasion	1 to 30 Sep 2027 · Spring event season	1 to 14 Oct 2027 · Industry association event	18 to 31 Oct 2027 · Year-end planning and next-year briefs
Big idea	Rivals evolve too, so the climb never stops.	One talk: how buyers choose before they ever call.	A year of client generations, told as evolution stories.
Hook	“You reached the peak. Then the peak moved. That is why clients stay.”	“Buyers decide before they call. Here is how to be the obvious choice.”	“What a year of generations did, client by client.”
Serves · stages	The champion, the money and the sceptic · Bought, Kept	The champion and the sceptic · Known, Believed	All six buyer types · Kept, Preferred
KPI: gap it closes	Generations retainers signed: baseline → target by 30 Sep 2027	Attendees who start a Score: baseline → target by 14 Oct 2027	Active Generations retainers, our North Star: baseline → target by 31 Oct 2027

Format	Cadence	Moment it serves	How we measure it
Founder posts on LinkedIn	Weekly	Known, Believed	Comments and follows from target buyers
Studio LinkedIn page	Three a week	Known	Reach in the target categories
Field Notes on the site	Fortnightly	Answered, Believed	Reads and replies per note
Answer pages	Every month	Found, Answered	AI answers that name Evolut
Field Notes email: the new note, one finding, one fix	Every second Tuesday, 6:30am AEST	Believed, Preferred	Subscribers and clicks to the Score
Proof posts: track record, client words	Monthly	Believed	Replies and Score starts

	Field Notes, in public	The answer engine
Role · budget	Always-on · all year · 14%	Always-on · all year · 14%
Runs · occasion	From 16 Oct 2026, no end date	From 16 Oct 2026, no end date
Big idea	Every fortnight, one finding and one fix, published.	Answer the questions buyers ask, before a rival does.
Hook	“One finding. One fix. Every fortnight, in public.”	“The questions your buyers ask, answered plainly, with a free Score at the end.”
Serves · stages	All six buyer types · Known, Believed	All six buyer types · Found, Answered
KPI: gap it closes	Target-buyer subscribers: baseline → target by 31 Oct 2027	RocMode Scores started from answer pages: baseline → monthly target by Oct 2027

Month	Chapter	Hero or key moment	Always-on focus	Offer
Oct 2026	Launch	Site live 15 Oct; public launch 16 Oct: Evolve into the obvious choice	Founder story series begins	RocMode Score
Nov	Launch	Launch breakfasts in three cities; our own Fitness Test	Field Notes email, fortnightly	RocMode Score
Dec	Launch	Your weakest moment first: Score push before the break	Content scheduled to mid Jan	RocMode Score
Jan 2027	Quiet, then build	First re-test; launch predictions checked	Study questions written	RocMode Score
Feb	Selection Report	Fieldwork: 200+ questions per category	Notes from the fieldwork	Fitness Test
Mar	Selection Report	Report launch, press story, category breakfasts	Answer pages from findings	Fitness Test
Apr	Selection Report	Category webinars; second re-test	Findings series on LinkedIn	Fitness Test

29Calendar, October to April

Month	Chapter	Hero or key moment	Always-on focus	Offer
May 2027	Fit to be chosen	The proof file goes live	What to fund in the new year	Fitness Test
Jun	Fit to be chosen	EOFY push: book before budgets lock	First client generations	Fitness Test, Niche
Jul	Fit to be chosen	The new-year review; third re-test	Supplier-review series	Niche Sprint
Aug	Peak keeps moving	Client evolution stories begin	Field Notes on Generations	Generations
Sep	Peak keeps moving	Client roundtables in three cities	Year-one data previews	Generations
Oct 2027	Peak keeps moving	Year-one report; fourth re-test	Year-two plan, from what won	Generations

30Calendar, May to October

Chapter	Prediction, written first	Metric that decides	Re-test	What it hands on
01 Launch	Published prices lift Answered	Scores and Fitness Tests	January	The winning launch message and Score data
02 Selection Report	The study gets us named at Answered	Fitness Tests booked	April	Category data, leads and proof of method
03 Fit to be chosen	Named proof lifts Believed	Proposals and Niche Sprints	July	What won, and new-year clients
04 Peak keeps moving	Natural selection lifts Preferred	Retainers and MRR	October	The year-two plan, written from what won

Assumption	Confidence	How we test it	Decide by
We launch publicly on Friday 16 October 2026	High	Decided by the founder on 14 October	Done
Buyers plan around 30 June and the summer break	High	Score starts by month against plan	January re-test
Lead with the champion, the money and the sceptic	Medium	The Room with real buyers, then our Fitness Test	Week 2
Original research is our strongest press asset	Medium	Report readers who book a Fitness Test	April re-test
Track record and client words build belief	Medium	Proof-file readers who start a Score, and Believed at re-test	July re-test
A steady run of answer pages each month fits studio capacity	Low	Pages shipped against plan	Monthly
Generations sells best after visible results	Medium	Retainers signed after the roundtables	October re-test

Risk	Early sign	What we do
The launch meets the summer lull	Few Score starts by mid December	Hold paid spend to February; lean on the founder and past clients
AI answers shift mid-study	Big swings between test runs	Date-stamp every run, re-run a sample before the report goes out, publish the method
The study finds nothing new	Flat early fieldwork	Narrow to the category with the sharpest gap, or lead with "do nothing"
A prediction misses	Re-test below forecast	Write down why; change the next chapter, not the story
Client results not cleared in time	No sign-off by April	Lead with the method and our 2025 record; tell client stories without numbers
Client work squeezes the engine	Founder posts slip two weeks	Batch content monthly; cut a channel before cutting cadence

The rest of Generation One

Five decks. All of it, in public.

We ran Evolut through our own method and published every deck it produced. Want the same for your business? It starts with a Fitness Test.

Take the Fitness Test Follow Generation One

12-Month Campaign Plan

Twelve months.

Four chapters.

Four chapters. One climb.

Every campaign earns its place.

Who and what.

The year's occasions.

The idea first.

Dated and measured.

Checked before it ships.

Closed with learnings.

Four objectives, Known to Kept.

Get known.

Get found.

Get chosen.

Get kept.

Every objective has a number and an owner.

Natural selection,

on purpose.

Seen isn't chosen.

So we show who is.

The tension: seen isn't chosen.

The proof: the method, and who it worked for.

The visual: the evolutionary peak.

The promise: predictions in writing.

Three ways in. One we chose.

Your champion's case.

Predictions in writing.

Seen isn't chosen.

Who we aim at, and where they decide.

Twelve campaigns, three tiers.

Tentpoles · 7

Always-on · 2

Tactical · 3

AI makes the variation.

We make the selection.

Variation, then selection.

Speed is a form of respect.

The fittest never stand still.

When our buyers decide.

Twelve campaigns. Every month covered.

Evolve into the obvious choice.

Launch: the obvious choice, at every moment.

The idea

Launch, then find the weakest moment.

The Selection Report.

Show who AI chooses, and why.

The idea

Who AI recommends when no brand is named.

A baseline in February. The report in March.

Fit to be chosen.

Bring proof to budget season.

The idea

Proof first. Then the budget push.

The peak keeps moving.

Keep evolving, and show the climb.

The idea

Show the climb. Then tell the year.

Small, steady, and never off.

Two campaigns that never switch off.

October to April.

May to October.

Where the money goes.

Twelve shares. Exactly 100%.

The plan evolves like everything we make.

What we are assuming, and how we will know.

What could go wrong, and what we do.

From launch to the first read.

Week 1: go public.

Week 2: agree and predict.

Week 3: make the variations.

Week 4: line up November.

Evolve into the

obvious choice.

Five decks. All of it, in public.