Campaign Portfolio¶
The call center has full autonomy to design and run campaigns inside the brand and compliance envelope (Compliance). This file is the menu of campaign mechanics that are pre-approved and that historically work for products like LAIRA.
Pick from the menu, run the campaigns, measure, iterate.
The campaign mix at year 1 — recommended¶
| Channel | Effort weight | Why |
|---|---|---|
| Outbound email + LinkedIn | 35% | Highest control, lowest CAC for B2B-leaning audience |
| LinkedIn Sponsored Content | 20% | Persona-precise targeting; AEC pros are on LinkedIn |
| Meta (Facebook + Instagram) ads | 15% | Cheap reach, good for retargeting + EU markets |
| Reddit + Quora paid + content | 10% | r/civilengineering, r/PublicWorks, r/aviation are vibrant; CAC can be low |
| Industry-publication newsletter ads | 10% | ENR, AAAE Update, ASCE News — credibility plus targeting |
| Trade-conference presence | 5% | Booth or attendee-list outreach |
| Content marketing / SEO | 5% | Blog + docs-driven inbound; long-tail but compounds |
Adjust the mix based on what's working. The 35% on outbound + 20% on LinkedIn is the conservative base case.
Campaign menu (pre-approved mechanics)¶
1. The standard cold outbound campaign¶
- What: email + LinkedIn + phone outbound to a sourced list.
- Volume: 100–500 prospects per agent per week.
- Mechanic: 7-touch sequence over 14 days. See sales-playbook/outreach-sequences.md.
- KPI: booked discovery calls per 100 prospects (target: 8+).
- Status: Always-on. The bread and butter.
2. The "30 days free" conversion campaign¶
- What: convert Free-tier users to Pro by offering 30 days of Pro at no cost.
- Target: Free users who have hit cap at least once OR scanned in the last 30 days.
- Mechanic: in-product banner (Airwai-controlled) + outbound email from the call center.
- Authority: ✅ within full autonomy (1 month free on Pro, no card).
- KPI: conversion rate from Free → trial → paid Pro.
- Status: Always-on. Run continuously against the Free-user base.
3. The annual-prepay seasonal campaign¶
- What: discount push on annual prepay at strategic moments — end of customer's monthly trial, end of customer's fiscal year, Q4 budget-flush season.
- Target: active monthly Pro subscribers; trial users approaching expiration; prospects with budget conversations open.
- Mechanic: 20% off annual prepay, valid 14 days from offer.
- Authority: ✅ within full autonomy.
- KPI: monthly-to-annual conversion rate.
- Status: Run quarterly at minimum; intensify in Q4.
4. The vertical-specific campaign¶
- What: A campaign targeting a single persona / vertical with persona-specific creative, messaging, and offers.
- Examples: PROWAG audit specialist campaign for Sarah; municipal pavement inspector campaign for Maya; Part 139 self-inspection campaign for James.
- Mechanic: LinkedIn Sponsored + email + phone, all with vertical-specific language.
- KPI: vertical-specific conversion rate vs. cross-vertical baseline.
- Status: Run one vertical at a time; rotate every 4–8 weeks.
5. The EU Accessibility Act campaign (high-priority new opportunity)¶
- What: EU-specific campaign tying LAIRA to EU Accessibility Act 2025-2028 compliance ramp.
- Target: EU accessibility consultants, EU municipal accessibility coordinators, EU AEC firms with accessibility practices.
- Mechanic: EU-language landing page (English first; localized later if conversion warrants), LinkedIn Sponsored targeting EU geo, Meta ads in target countries, conference presence at EU accessibility events.
- KPI: EU-specific paid users (target ~25% of total paid by end of year 1).
- Status: Build and launch within first 60 days of engagement.
6. The post-Esri-case-study credibility campaign¶
- What: Leverage the Esri-published SBD International Airport case study as a credibility anchor across paid social, content, and outbound.
- Target: All five personas, but especially James (airport ops) and Maya (municipal — Esri is dominant).
- Mechanic: Case-study landing page; LinkedIn / Meta ads featuring SBD; retargeting pixel on case-study viewers.
- KPI: demo-booking conversion rate on case-study-attribution traffic.
- Status: Always-on once the landing page is built.
7. The webinar / Lunch-and-Learn campaign¶
- What: Monthly 30-minute webinar on a vertical-specific topic (e.g., "PROWAG Compliance in 2026: Field Tactics," "D6433 at Scale: From Clipboard to ArcGIS in One Workflow").
- Target: persona-specific lists.
- Mechanic: Cross-platform promotion (LinkedIn, email, trade-pub partnership), Zoom webinar, recording gated behind email opt-in.
- KPI: webinar registrants, attendance rate, demo-booked rate post-webinar.
- Status: Run monthly. Rotate persona.
8. The trade-conference / event campaign¶
- What: Pre-conference outreach to attendee lists, in-conference booth presence (if budget allows), post-conference follow-up.
- Target: TRB (Jan), AAAE Annual (May), ASCE Annual (Oct), ICC Annual, ENR FutureTech, ACEC Annual, plus EU equivalents.
- Mechanic: Pre-conference: targeted outbound 4 weeks pre-event. In-conference: meetings booked in advance; demos at the booth. Post-conference: same-week follow-up to all booth interactions and meeting attendees.
- KPI: demos booked from each conference; revenue attributed to each conference.
- Status: Run on each conference cycle.
9. The referral / word-of-mouth campaign (optional, call-center-built)¶
- What: Incentivize existing paying customers to refer peers. Optional per the engagement model — the call center can build this if they see ROI; not required.
- Mechanic suggestion: "$50 credit for the referrer and the referred when the referred converts to Pro annual."
- Authority: Call center can structure and run; Airwai underwrites the credit cost.
- Status: Optional. Build when there's enough customer base to make it worth the operational cost.
10. The affiliate / content-creator campaign (optional, call-center-built)¶
- What: Recruit AEC influencers, civil-engineering YouTubers, LinkedIn thought leaders to promote LAIRA in exchange for affiliate commission.
- Mechanic suggestion: 25% of first-year Pro revenue from any referred customer, paid quarterly.
- Authority: Call center can structure and run; Airwai underwrites the commission cost.
- Status: Optional. Build when the call center identifies a clear influencer roster worth onboarding.
Off-limits campaign tactics¶
| Tactic | Why off-limits |
|---|---|
| Fake testimonials, fabricated case studies | Brand-destroying; legally risky |
| Spam (unsolicited bulk email to purchased lists) | GDPR / CAN-SPAM / CASL violations; deliverability suicide |
| AI-generated fake reviews on App Store | Apple ToS violation; permanent app removal risk |
| False urgency ("price goes up tomorrow!" when it doesn't) | Brand-erosion; UDAP / consumer-protection risk |
| Misleading capability claims (FDA-approved, FAA-certified, etc.) | Regulatory; we are not FDA / FAA-certified |
| Comparison ads naming competitors in a misleading way | Litigation risk; competitors will fight |
| Cold-call autodialing residential phone numbers | TCPA violation |
| Buying email lists of unknown origin | GDPR; deliverability suicide |
Full list and rationale: compliance/prohibited-tactics.md.
Budget and ROI guidance¶
The call center owns its own marketing budget. Suggested year-1 allocation if the engagement is sized for ~$200K marketing spend:
| Channel | Budget | Note |
|---|---|---|
| LinkedIn Sponsored | $50K | Highest ROI for B2B AEC |
| Meta / Reddit / Quora paid | $30K | Reach + EU |
| Industry-publication ads | $25K | Credibility + ENR/AAAE |
| Conferences | $40K | 2-3 events |
| Webinars / production | $15K | Monthly cadence |
| Email tooling + list sources | $15K | Apollo, Hunter, ZeroBounce |
| Landing pages / creative | $15K | Persona-specific landing pages |
| Reserve | $10K | A/B testing, experiments |
Track ROI by channel monthly. Reallocate aggressively to whatever's working.
The KPI is # of relevant users. Channels that produce relevant users at the lowest CAC win the budget.