Campaign plan
The thinking behind the material.
This page is the reasoning behind the website and the graphics: what the offer is, who it is aimed at, the order the messages run in, and how the pieces would be published. Read it as a proposal. Nothing here is committed to a date.
The positioning
The market sells printers. We sell a system.
Machines create output. Systems build businesses.
Specification sheets in this market look alike, because much of the hardware is the same. The difference is not the machine. It is the RIP, the onboarding, the cost of ink over the life of the equipment, and the support behind it.
That is what the line moves: the purchase stops being "what does the box cost" and becomes "what will it produce".
The offer
$37,900 all-inclusive.
What the number covers
- ✓ Insured freight
- ✓ Professional on-site installation and commissioning
- ✓ Turnkey setup with calibrated RIP profiles
- ✓ Operator training
- ✓ Standard warranty and direct engineering support
Why a package and not a discount
A price cut signals urgency and damages the brand for every future sale. A package that absorbs freight and installation is a statement of value, and it removes the two costs that sour a purchase after the fact.
Financing
Financing through Geneva Capital. Terms subject to credit approval. No monthly figure appears in any piece, because none has been approved.
What carries the weight
Two facts do most of the selling.
Everything else in the campaign points back to one of these.
In stock, while competitors quote six to ten weeks.
A shop that buys this month is producing next month instead of waiting on overseas freight.
Ink costs 30 to 65% less than the cartridge brands.
The purchase price is paid once. The ink is paid on every job for the life of the machine.
Audience and sequence
Who it is aimed at, and the order they hear it.
The order matters more than any single piece. Price before proof reads as a discount; proof before price reads as a system.
In priority order
- 01
Tradeshow leads who have not answered yet
Next Level Maker Conference and PRINTING United. They are warm: a conversation already happened.
- 02
Inbound traffic from the site and social
Colder, so the content opens with the offer and the proof rather than the relationship.
The order of the message
- 01
Availability and price
The reason to act now.
- 02
Proof
Quality control in Florida, software developed in-house, US-made inks.
- 03
Economics
What a square foot of production actually costs.
- 04
Remove the risk
Mail us your hardest substrate and we print it.
- 05
Brand
Machines against systems, which closes the loop.
Publishing
The same story, told in the shape each platform wants.
One idea per publishing day, adapted per platform rather than one graphic pasted everywhere.
Where production managers and owners actually read. Longest copy, plainest tone.
The visual record of output. Carousels and the process, not slogans.
Same audience as Instagram, older skew. Mirrors the Instagram post.
X
The link card and the short claim. Lowest effort, lowest return.
TikTok
Vertical video, watched on mute, decided in two seconds. Its own plan, not a re-post of the graphic.
Cadence
Monday, Wednesday, Friday
Three publishing days a week, four formats per day, the same story on each platform rather than one graphic copied everywhere.
Four formats per day
| Format | Size | Where it goes |
|---|---|---|
| feed | 1080 x 1350 | Instagram feed, Facebook feed |
| square | 1080 x 1080 | LinkedIn image, Instagram carousel |
| link | 1200 x 627 | X, LinkedIn link post |
| tiktok | 1080 x 1920 | TikTok, Instagram Reels, YouTube Shorts |
The calendar, as an example
Two weeks, worked out day by day.
Written as concrete dates because it is easier to picture than an abstraction. The dates are the most changeable part of this plan.
October 5
Monday
In stock, and why it matters
“$37,900 all-in.”
Competitors quote six to ten weeks of freight. We ship from a US warehouse.
October 7
Wednesday
Quality control in Florida
“We don't sell a crate.”
The hardest differentiator to copy, and the honest version of the origin story.
October 9
Friday
Cost per print
“The printer is the cheap part.”
Moves the conversation from the purchase price to the cost of a square foot.
October 12
Monday
Adhesion proof
“Mail us your hardest substrate.”
Removes the risk instead of describing the machine. The highest-intent ask in the set.
October 14
Wednesday
Financing and delivery timing
“Equipment that arrives in Q1 earns nothing in Q4.”
The financing piece. Terms subject to credit approval appears on the asset itself.
October 16
Friday
The system, not the machine
“Machines create output. Systems build businesses.”
Closes the cycle back to the brand line.
The graphics
All 24 pieces, by publishing day.
Four formats per day, shown at their real proportions. Tap any piece to open it full size.
October 5
In stock, and why it matters 01 of 06
October 7
Quality control in Florida 02 of 06
October 9
Cost per print 03 of 06
October 12
Adhesion proof 04 of 06
October 14
Financing and delivery timing 05 of 06
October 16
The system, not the machine 06 of 06
What this is, and what it is not.
It is a suggestion for a rhythm. There is no social strategy in place today, so this is not a correction of anything, and no piece of it is tied to a date.
If the direction is right, the work is mostly done. If it is wrong, changing it now costs a conversation rather than a campaign.
Companion material: the full briefing, the four weeks of editorial themes, and the TikTok plan. Ask and we will send them over.