Crave 90-Day Plan

This plan outlines a strategic approach to elevate the agency's content from founder education to aspirational brand building. Over 90 days, we'll audit existing content, develop audience-specific strategies for founders and investors, and launch key initiatives including a podcast, newsletter, and refreshed social presence. The goal is to position the agency as the premium choice for ambitious CPG founders and investors while establishing sustainable content production systems.

Success Metrics for First 90 Days

  • Audit complete: Comprehensive understanding of existing content, team workflows, and audience segments

  • Strategic framework established: Content themes, production calendar, and audience-specific strategies in place

  • Team alignment: Buy-in from all departments on new content direction

  • Early wins: At least 2-3 high-impact content pieces published that demonstrate new strategic direction

  • Foundation built: Systems and processes for sustainable content production established

  • Week 1-2: Deep Dive & Team Integration

    • Meet with entire team individually: Understand each person's role, challenges, and vision

    • Shadow key team members: Art Director, Brand Strategist, Client Services, Founder/Leadership

    • Identify current workflows: Map out production days, meeting days, and heads-down creative time

    • Content audit: Review all existing content across platforms (website, social, case studies, email)

    • Review current content strategy: including brand messaging, pillars, press kits, etc.

    Week 3-4: Strategic Assessment

    • Audience segmentation analysis: Document current content for early-stage founders vs. established founders vs. investors

    • Gap analysis: Identify what's missing for each audience segment

    • Competitive research: Analyze how top CPG branding agencies position themselves

    • Present initial findings: Share audit results and strategic recommendations with leadership

    • Evaluate asset libraries: Are there templates for different types of content that the team can quickly pull from

    • Create content checklist: Identify the three things that every post needs to have: showcases our specific craft, it’s branded, it has a clear call-to-action

  • Week 5-6: Content Architecture

    • Develop content themes: Establish bi-monthly themes that ladder up to brand positioning

    • Create content calendar framework: Map out production schedule with realistic timelines

    • Audience-specific content plans:

    • Early-stage founders: Educational resources, basics of brand building, lead magnets

    • Established founders: Case studies, growth strategies, scaling insights, content funnel build-out

    • Current investors: Portfolio brand spotlights, market insights, success metrics, subscribe to newsletters

    • Future investors: Thought leadership, industry trends, agency capabilities, content-funnels

    • Update Press Kit

    Week 7-8: Launch Planning

    • Podcast development: Concept, format, guest list, production plan for team showcase series

    • Substack strategy: Plan newsletter similar to The Creator's Blueprint—insider insights, behind-the-scenes, industry analysis

    • Instagram content strategy: Visual storytelling framework to showcase work like a premium branding agency

    • Sponsorship target list: Identify podcasts, newsletters, and platforms where target audiences spend time

  • Week 9-10: Content Production

    • Schedule photo/video shoots: Capture behind-the-scenes content, team profiles, process documentation

    • Begin podcast production: Record first 3-4 episodes featuring team members

    • Create flagship content pieces: Produce 2-3 high-impact pieces for each audience segment

    • Develop case study templates: New format that emphasizes transformation and results

    Week 11-12: Launch & PR Push

    • Early summer rebrand announcement: Coordinate PR push to reintroduce agency positioning

    • Podcast launch: Release first episodes, promote across channels

    • Substack launch: First newsletter edition goes out with strategic insights

    • Katie interview placement: Pitch and secure interview opportunity for founder visibility

    • Activate sponsorships: Launch first strategic sponsorship placements

    • Instagram transformation: Refresh grid with new content showcasing elevated brand positioning

Bi-Monthly Themes (Examples)

Months 1-2: "The Craft of Building Iconic Brands" — Behind-the-scenes content, process deep-dives

Months 3-4: "From Launch to Exit" — Success stories, funding journeys, transformations

Months 5-6: "The Current State of CPG" — Industry landscape, market dynamics, emerging trends

Months 7-8: "Launch Essentials" — Fundamentals for early-stage founders starting their CPG journey

Months 9-10: "Scaling Success" — Growth strategies and insights for established CPG founders

Months 11-12: "Emerging Opportunities" — Deal flow and market analysis for early-stage CPG investors

Months 13-14: "Portfolio Performance" — Portfolio insights and market trends for established CPG investors

Key Deliverables by Day 90

Comprehensive content strategy document

  • 12-month content calendar with themes and major initiatives

  • Podcast launched with 4+ episodes (published to YouTube, Spotify, Apple Podcast) Clips created for: TikTok, Instagram and Linkedin)

  • Substack/Linkedin newsletter established with growing subscriber base

  • Refreshed Instagram presence with consistent elevated content

  • Update Press Kit

  • PR coverage and Katie/Merika interview secured

  • 2-3 strategic sponsorships activated

  • Content production system and workflows documented

  • Team alignment and enthusiasm for new direction (get with leadership team on how that’s measured).

The Goal: By day 90, the agency has a clear content strategy that positions them as the premium choice for ambitious founders and investors, with systems in place for sustainable, high-quality content production that reflects the caliber of work they create for clients.