90-Day Marketing & Growth Plan
A practical blueprint to strengthen message discipline, expand audience reach, improve owned-media performance, and build a repeatable marketing operating system that converts attention into trust, action, and growth.
Point of View
PEP operates in a high-stakes national environment where credibility, precision, and emotional clarity all matter. The organization’s opportunity is not simply to increase visibility, but to build a disciplined communications engine that helps the public, partners, donors, and advocates understand what prosecutorial misconduct costs, why accountability matters, and how PEP is leading a credible path forward.
The first 90 days should focus on turning strong mission and strong assets into a more coordinated system: one that aligns message, content, email, website, and external partners around clear priorities and measurable outcomes.
Strategic Priorities
1. Clarify and codify the brand narrative
- Define core messaging pillars, proof points, FAQs, and “say/avoid” language
- Create a sharper articulation of what PEP does, why it matters, and why this work is urgent now
- Build message consistency across founder voice, website, social, email, PR, and partner-facing materials
2. Establish a real operating system
- Create weekly planning and review rhythm across founder, Content Producer, PR, and external partners
- Build a quarterly roadmap with near-term priorities, deadlines, and KPI ownership
- Move from reactive shipping to campaign-based execution
3. Strengthen owned media
- Improve email cadence, segmentation, and calls-to-action
- Align website messaging and conversion pathways with campaign goals
- Turn social content into a list-growth and action-driving asset, not just an awareness channel
4. Build content waves around key moments
- Develop before/during/after content structures for news moments, reports, founder appearances, and campaigns
- Connect thought leadership, social content, email, and web landing pages into one narrative arc
- Equip founder and PR partner with stronger preparation and strategic context
5. Create a measurement loop
- Define the KPIs that matter most across awareness, engagement, list growth, and action
- Implement weekly testing around hooks, framing, visuals, and CTAs
- Translate data into decisions through a monthly learning memo
6. Prepare for scalable growth
- Develop paid strategy assumptions and testing priorities, even if execution comes later
- Create ad-ready message variants and landing-page pathways
- Ensure infrastructure supports future audience growth without message drift
The First 90 Days
Listen, audit, align, and establish control of the message and workflow.
Translate strategy into active campaigns, content systems, and conversion improvements.
Optimize, codify, and build the roadmap for the next stage of scale.
Audit and alignment
- Meet with founder, Content Producer, PR agency, and website partner to clarify goals, constraints, and current workflows
- Audit website messaging, email program, social content, founder voice, PR outputs, and current performance data
- Identify strongest existing assets, biggest gaps, and highest-leverage near-term opportunities
- Define audience map across donors, advocates, media, coalition partners, and public-facing supporters
- Create initial message architecture: pillars, proof points, objections, and language guardrails
- Stand up weekly cross-team comms cadence with agenda, ownership, and review process
Build and launch
- Finalize editorial framework for LinkedIn, Instagram, email, and founder-facing thought leadership
- Launch first coordinated content wave tied to a major issue, campaign moment, report, or public narrative opportunity
- Improve top website pages and key conversion paths while guiding external web team on message and structure
- Refine email cadence and list-growth strategy, including stronger action language and clearer segmentation logic
- Create founder prep packet template including talking points, story arcs, prompts, and CTA guidance
- Begin structured testing of content framing, hooks, and conversion language
Optimize and scale
- Review results from the first content and conversion tests; identify winning patterns and underperforming areas
- Codify operating system for content planning, approvals, partner management, and KPI reporting
- Deliver 12-month communications and growth roadmap with quarterly priorities and resourcing implications
- Define paid testing framework, channel priorities, and creative requirements for future deployment
- Build monthly KPI memo format that ties performance data to specific strategic decisions
- Present founder with clear recommendations on what to amplify, stop, improve, and invest in next
Key Deliverables by Day 90
- 1–2 year communications and growth roadmap with priorities, sequencing, and KPIs
- Core message architecture including pillars, proof points, FAQs, tone guidance, and “say/avoid” language
- Weekly operating rhythm across founder, internal content, PR, and web partners
- Refined email strategy and clearer website conversion pathways
- Foundational KPI dashboard and monthly learning memo structure
- Paid media testing framework ready for future activation
Operating Cadence
Weekly
- Founder prep packet
- Cross-team comms meeting
- Editorial review and publishing priorities
- Performance snapshot and decision notes
Monthly
- KPI memo with insights and recommendations
- Content and campaign retrospective
- Website and email conversion review
- Partner alignment and next-month planning
Measurement Framework
Track what matters: reach quality, watch time, shares, saves, email list growth, landing-page conversion, donor actions, partner inquiries, and campaign response by message frame.
The goal is not more reporting. The goal is a tighter feedback loop that helps PEP learn faster, sharpen narrative choices, and invest resources where momentum is real.
Guiding Principle
Effective marketing at PEP should not feel louder. It should feel clearer, more disciplined, and more trusted.
The objective of the first 90 days is to build a communication engine that gives the founder stronger support, gives the team sharper structure, and gives the organization a scalable path from awareness to action.
