Example campaign · Twelve-month origination model
Succession & seller authority
A year-long seller-authority programme for a succession or capital partner: monthly expert education, owner research, a findings report and webinar, with separate consent at every step.
Twelve months
An anonymised campaign proposal example illustrating an approach. It is not a completed case study and shows no historical results.
The objective
What the programme sets out to do.
Become the trusted source of education for advisory-firm owners thinking about succession, valuation and the next chapter, so that when they are ready to talk, the conversation starts from credibility.
Audience
Founders and owners of advisory firms
Owners beginning to think about succession, partial sale, valuation or bringing in capital.
Audience
Next-generation leaders
Partners and successors who will shape whether and how a transition happens.
Audience
Firms planning for growth capital
Owners who want to understand options before they need them.
Sequence
How the campaign unfolds.
Months 1-4
01Expert education
A monthly expert education series and a dedicated hub, adapted across the magazine, a weekend newsletter edition and social.
- Monthly expert articles on succession and valuation
- Dedicated education hub
- Magazine, weekend newsletter and social adaptation
- Owner research designed and agreed
Months 5-8
02Owner research
Owner research runs in the middle phase, then becomes a designed report, a private briefing and at least three findings editorials.
- Owner survey fieldwork
- Designed findings report
- Private briefing on the findings
- At least three findings-led editorials
Months 9-12
03Findings webinar and origination
One findings webinar follows the report, with permissioned follow-up for owners who ask to continue the conversation.
- Findings webinar with expert panel
- Continued monthly education
- Permissioned private conversations
- Private events scoped separately, if wanted
Deliverables
What MAA delivers.
- Twelve months of expert education content
- Dedicated education hub
- Owner research, designed report and private briefing
- At least three findings editorials
- One findings webinar after the report
- Monthly delivery and reporting
Measurement
How progress is reported.
- Hub visits, returning readers and content depth
- Survey participation among firm owners
- Report downloads and briefing attendance
- Webinar registrations and attendance
- Owners who consent to a private conversation
- Monthly reporting against the agreed plan
Ground rules
- Separate consent for the survey, the webinar and any private contact
- Private events scoped separately
- Education first, never a hard sell to owners
Your version
Scope and investment shaped around your brief.
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