# Campaign Brief — Webinar Registration Rescue

```
CAMPAIGN BRIEF
==============
Campaign Name:     Webinar Rescue — AI Workflow Automation for RevOps
Campaign Type:     Event/Webinar (rescue push)
Business Objective: Close 198-registration gap → hit 500 target by April 17
Target Audience:   RevOps/Ops leaders at mid-market SaaS (100–2,000 employees)
Primary Channel Mix: Email (primary), LinkedIn organic + paid (secondary), X/Twitter + community (supplementary)
Key Message:       "Your ops team loses 10+ hours/week to manual workflows. See exactly how to get them back — with a live demo and real customer numbers."
Success Metrics:   198+ new registrations in 6 days (~33/day)
Budget:            $2,500 LinkedIn Ads + $1,200 Google/retargeting = $3,700
Timeline:          April 12 → April 17, 2026
Owner:             Marketing team (3 people)
```

---

## Strategy: Rescue Levers (Priority Order)

| # | Lever | Expected Registrations | Owner |
|---|-------|----------------------|-------|
| 1 | Re-segmented email blast (engaged non-registered + past attendees) | 60–80 | Email lead |
| 2 | LinkedIn ad boost ($2,500 remaining → $40/day × 6 days + retargeting) | 50–70 | Paid lead |
| 3 | Speaker amplification (Sarah + Marcus post from personal LinkedIn) | 25–35 | Sarah + Marcus |
| 4 | Community posts (RevOps Co-op, Pavilion, RevGenius) | 15–25 | Marketing team |
| 5 | Personal LinkedIn DM outreach (30 high-fit prospects) | 10–15 | Whole team, 10 each |
| 6 | X/Twitter organic + Google retargeting ($1,200) | 10–20 | Marketing team |
| 7 | Bonus incentive: Free "AI Workflow Audit" template for attendees | +10–15% lift across all channels | — |
| **Total projected** | | **170–260** | |

---

## 6-Day Execution Calendar

| Date | Day | Email | LinkedIn (Organic) | LinkedIn (Paid) | X/Twitter | Community | Outreach |
|------|-----|-------|--------------------|-----------------|-----------|-----------|----------|
| Apr 12 (Sun) | T-5 | Email 1: Value-first invite | Problem-hook post (company page) | Launch refreshed ad creative (Ad A) | Pain-point tweet + reply CTA | — | — |
| Apr 13 (Mon) | T-4 | — | Speaker spotlight: Marcus Rivera | Ad A continues | Thread: 3 things you'll learn | Post in RevOps Co-op Slack | Begin DM outreach (10) |
| Apr 14 (Tue) | T-3 | Email 2: Social proof / Lattice story | Customer stat post | Swap to Ad B (speaker-focused) | Quote tweet with stat | Post in Pavilion | DM outreach (10) |
| Apr 15 (Wed) | T-2 | Email 3: Urgency + bonus template | Behind-the-scenes demo peek | Boost top-performing ad 2x | Countdown tweet | Post in RevGenius | DM outreach (10) |
| Apr 16 (Thu) | T-1 | — | "Tomorrow" reminder post | Final push — all remaining budget | Pinned tweet update | — | — |
| Apr 17 (Fri) | Event | Email 4: Final reminder (9 AM ET) | "Starting now" post | Ads off | "Live now" tweet | — | — |

---

## Budget Allocation

| Channel | Budget | Daily Pace | Notes |
|---------|--------|------------|-------|
| LinkedIn Ads | $2,500 | ~$400/day (Apr 12–16), remainder on best-performer | Refresh creative Day 3, boost top ad Day 5 |
| Google retargeting | $800 | ~$135/day (Apr 12–17) | Target site visitors who didn't register |
| Google Search | $400 | ~$65/day | Bid on "revops automation", "ai workflow ops" |
| Creative/tools | $0 | — | Use Canva free tier for ad images |
| **Total** | **$3,700** | | |

---

## Bonus Incentive

**"AI Workflow Audit" template** — a free spreadsheet/Notion template that helps ops teams audit their current workflows for automation potential. Announced in Email 3 and all posts from T-2 onward.

Messaging: _"Every attendee gets our AI Workflow Audit template — the same framework doany.ai customers use to identify which manual workflows to automate first."_

---

## KPI Tracking (Daily Check-ins)

Track these at end-of-day, every day through April 17:

- Total registrations (vs. 500 target)
- Registrations by source (email, LinkedIn organic, LinkedIn paid, X, community, DM, other)
- Email open rate + CTR per send
- LinkedIn ad CTR + cost per registration
- Landing page conversion rate (target: raise from 34% to 40%+)