BACKGROUND
This project was for a client in the B2B marketing analytics space. The goal was to build a sustainable operational framework for a monthly intelligence report that could be produced to a consistent quality standard every cycle, promoted in a way that built cumulative audience rather than treating each edition as standalone, and refreshed annually without starting from scratch.
I mapped the full program across a 14-working-day production cycle with named owners and quality gates at every stage, a structured promotion arc covering the first four weeks post-publication including a non-opener re-send and a narrative continuity strategy connecting each edition to the next, and an annual refresh process built around a subscriber survey, a performance review, and a formal decisions document before the new year's editions began.
The result was an operational framework built around one central insight from the program's performance data: subscribers who read three or more consecutive editions had a 70% higher 12-month retention rate and were three times more likely to convert to a product trial, which meant every promotion decision needed to reinforce the habit of reading rather than just the individual edition.
