Langrand Q2 Campaign

Who's Your Brand Built For | April-June 2026

Campaign Theme

"The brand you build today determines whether the next generation shows up tomorrow."

Target Audience

Senior VPs of Marketing & Senior Marketing Directors at U.S. health systems ($3B+ revenue) navigating brand relevance for younger patient populations

Budget

$9K-$15K

LinkedIn ad spend over 3 months

Campaign Purpose

Healthcare is facing a generational inflection point. Millennials and Gen Z are becoming the dominant patient population - and they don't engage with brands, providers, or health systems the way previous generations did. Most health system marketing is still built for audiences who already trust them.

This campaign positions Langrand as the partner who helps senior marketing leaders answer a question most are just beginning to articulate: What does our brand mean to someone who never defaulted to us?

Channel Strategy

LinkedIn Organic

Primary Engine

3-4 posts per week from Shannon's personal brand + Langrand company page. Shannon's voice leads - her credibility with healthcare C-suite is the differentiator.

LinkedIn Paid

Amplification

$3K-$5K/month. Tight targeting: Senior VP Marketing/Senior Marketing Director/VP Marketing, healthcare, $3B+ revenue. Website visit ads (April) then lead gen forms (May-June).

Email Nurture

Conversion

3-4 email sequences for inbound interest. Two tracks: Assessment Completers + New-in-Role Senior Marketing Leaders. HubSpot deployment.

Direct Outreach

High-Value Targeting

Warm outreach (engaged with content) + Cold outreach (senior marketing leadership transitions). Senior-led, relationship-driven sales motion.

Key Performance Indicators

LinkedIn organic reach & engagement rate

Paid LinkedIn CTR & cost per lead

Website traffic from LinkedIn

Inbound inquiries / conversations initiated

Email open & click rates

Direct outreach response rates

How People Move Through the Funnel

The campaign is designed to move health system senior marketing leaders from first exposure to Langrand's perspective, into a direct conversation. Each stage has assets and tactics mapped to its job.

Awareness

Job to Be Done

Build recognition and signal credibility

Success Looks Like

A Senior VP of Marketing or Senior Marketing Director follows Shannon on LinkedIn, saves a post, or begins seeing Langrand content consistently

Assets & Tactics

LinkedIn Organic Posts

Shannon + Langrand page, 3-4x/week. Themes 1 and 2 carry campaign message. Hook-driven, single insight per post.

Paid LinkedIn Promoted Posts

Amplify best-performing organic posts to cold audiences. Launches Month 2 after organic data identifies what resonates.

Earned Media Amplification

Shannon's MM+M byline and other press shared via LinkedIn organic and paid.

Primary Channels

Engagement

Job to Be Done

Deepen interest and qualify intent

Success Looks Like

A prospect reads long-form content, clicks through to the site, completes a lead form, or engages directly with Shannon

Assets & Tactics

Long-Form Article #1

"When Loyalty Isn't Inherited" - published on thinklangrand.com. Primary paid ad destination in April.

Long-Form Article #2

"Your Brand Was Built for a Market That No Longer Exists" - published in May. Promoted via LinkedIn and email.

Paid LinkedIn Lead Gen Forms

Gated by Brand Readiness Assessment. Captures name, title, org. Feeds HubSpot for nurture.

Shannon Short-Form Video

60-90 sec LinkedIn native video. Shannon on camera with direct POV. Months 2-3.

Primary Channels

Action

Job to Be Done

Convert interest into a conversation

Success Looks Like

A prospect replies to an email, requests a conversation via LinkedIn or form, or is introduced through a referral

Assets & Tactics

Email Nurture Sequence

3-4 emails triggered when prospect engages. Seeded with campaign content. Closes with "Worth a conversation?"

LinkedIn DM Outreach

Shannon sends peer-level note to high-value targets who engaged with content. Not a pitch - genuine connection.

Conversation CTA

Landing page with simple request form. Not a demo, not pricing - "Let's talk about what you're working on."

Direct Outreach Tracks

Warm (engaged with content) + Cold (new-in-role CMOs). Senior-led, relationship-driven.

Primary Channels

Campaign Timeline & Phasing

The campaign launches in phases, building from organic content and website visit ads in April to full lead generation in May-June.

Total Campaign Investment

Ad Spend Range

$9K-$15K

Duration

3 months

Platform

Content Asset Briefs

Three core content assets drive the campaign. Click each to view the full brief.

Email Nurture Programs

Two automated programs designed to convert and engage health system marketing leaders.

Success Metrics

Email Deliverability

>95%

Program 1 Open Rate

>40%

Warm audience

Program 2 Open Rate

>25%

Cold audience

Unsubscribe Rate

<1%

Both programs