The campaign framework is the repeatable spine behind every push — a shared brief, defined phases, a channel mix, and clear roles. It turns one-off campaigns into a system anyone can run on-brand.

BRIEFOne template PHASESTease → sustain CHANNELSMix model ROLESRACI

C01.1 · BRIEF TEMPLATE

Start from the same page.

Every campaign opens with one brief: objective, audience, single message, success metric. If it can’t be stated on one page, it isn’t ready to build.

C01.2 · PHASES

Tease, launch, sustain.

Campaigns run in defined phases — tease, launch, sustain, wrap — each with its own assets and cadence. The phase model keeps a campaign alive past day one.

C01.3 · CHANNEL MIX

The right rooms.

A channel-mix model maps message to medium — owned, earned, paid — so spend follows the audience, not habit. Not every campaign uses every channel.

C01.4 · ROLES

Who does what.

A simple RACI fixes who owns, contributes and approves each part. Clear roles are what let a campaign move fast without stepping on the brand.

Out-of-home and display ads are the brand at its most public — a billboard read at speed, a banner glimpsed in a feed. A format suite and tight print specs keep them bold without going off-brand.

OOHBillboard system FORMATSFull suite SPECSPrint-ready MESSAGEOne line

C02.1 · BILLBOARD SYSTEM

One line, at 70 mph.

Billboards carry a single statement and the mark — nothing that needs more than a glance. Vermilion on ink or ink on paper, type filling the space with confidence.

C02.2 · FORMAT SUITE

Every placement.

A suite covers billboard, transit, poster and digital-display ratios from one master layout. Designing the master once keeps a campaign consistent across wildly different sizes.

C02.3 · PRINT SPECS

Built for the press.

Large-format specs follow the production rules in cluster F — colour build, bleed, resolution at distance. Files ship press-ready so a vendor can’t drift the vermilion.

C02.4 · PLACEMENT

Where it lands.

Placement is chosen for the audience, not just reach — the right neighbourhoods, transit lines and sites. A media plan ties each placement back to the campaign’s audience.

Paid social is where brand meets performance — ads that have to stop a scroll and convert, without looking like every other growth-hacked feed. A creative system and a testing loop keep both alive.

FORMATSFeed · story · video CREATIVESystem TARGETAudience model TESTAlways-on

C03.1 · AD FORMATS

Every placement, sized.

Templates cover feed, story, reel and carousel at the right ratios, with safe zones for platform UI. Starting from format templates keeps quality even across a high volume of ads.

C03.2 · CREATIVE SYSTEM

On-brand, at speed.

A modular creative system — type, mark, motion, colour — lets the team ship many variants that still look like WCN. Performance never means abandoning the brand.

C03.3 · AUDIENCE

The right feed.

Audiences map to the campaign brief and the funnel stage — prospecting creative differs from retargeting. The targeting model lives with the campaign, not buried in ad accounts.

C03.4 · PERFORMANCE TESTING

Learn, then scale.

An always-on test loop compares creative and audiences against the campaign metric, scaling winners and cutting losers. Decisions follow data, not the loudest opinion.

The go-to-market playbook is the checklist for shipping anything new — a phased launch, sequenced channels, and clear owners. It means every launch hits the same bar without reinventing the plan.

PHASESPre → post CHANNELSSequenced CHECKLISTFull OWNERSNamed

C04.1 · LAUNCH PHASES

Before, during, after.

Launches run in three phases — prep, launch day, follow-through — each with its own milestones. The after-phase is where most launches fail; the playbook makes it non-optional.

C04.2 · CHANNEL SEQUENCING

In the right order.

Channels fire in sequence — owned first, then earned, then paid amplification — so the story builds. Sequencing is what turns scattered posts into a coordinated launch.

C04.3 · LAUNCH CHECKLIST

Nothing forgotten.

A master checklist covers assets, approvals, support readiness and comms. It is run for every launch so the small things — a stale link, an unbriefed support team — never sink the big moment.

C04.4 · ROLES

One captain.

Each launch has a single owner who runs the playbook and makes the go/no-go call. Supporting roles are named up front so no one assumes someone else has it covered.

Co-marketing puts WCN beside a partner — a joint announcement, a shared asset, a co-branded page. Lockup rules, co-brand standards and an approval flow keep both brands intact and equal.

LOCKUPPartner system RULESCo-brand KITShared assets APPROVEBoth sides

C05.1 · PARTNER LOCKUPS

Side by side.

The partner lockup pairs the WCN mark with another at equal weight, separated by a divider with fixed clear-space. It draws on the co-branding rules in the logo cluster (03A).

C05.2 · CO-BRAND RULES

Neither brand bends.

Each brand keeps its own colour and mark — no recolouring WCN to match a partner, and no asking them to match us. The shared layer is the layout, not the identities.

C05.3 · ASSET KIT

A shared starting point.

A co-marketing kit gives partners the lockup, approved colours, fonts and templates so they can build on-brand without back-and-forth. Self-serve, within clear guardrails.

C05.4 · APPROVAL FLOW

Both sign off.

Co-branded work is approved by both brands before it ships — a lightweight review that protects each side. The flow is defined so partnerships move without a legal bottleneck each time.