Tutorial: How to create an evergreen campaign plan

Tutorial Outcome: How to build out a marketing campaign once that you use forever.


A 90-minute recording from Bryony Thomas' live session as part of Members Club PLUS. Each session is made up of three core elements, a tutorial, a guest interview and a surgery session from a real business. In this session:

  • Bryony's Tutorial: How to build a marketing campaign once that you use forever.
  • Guest Interview: Archna Tharani on small business accounting and financial planning.
  • Surgery Session:What's the best practice when using data-locked content in your marketing?


The session resources include:

  • Video to watch online
  • Audio recording to download and keep
  • Tutorial worksheet
  • Transcript of the guest interview
  • Liks to relevant archive articles


This 20-minute workshop looked at:

  • Three-step hierarchy of value exchange
  • Mapping a complete path to purchase
  • Three worked examples of marketing-supported sales journeys
  • Putting varied offerings in context to generate more sales
  • The difference between peripheral and core content
  • Using 'want' and a gateway to 'need'

➜ Includes worksheet designed by Bryony Thomas.


Guest interview with Archna Tharani, founder of Oculus Accounting and co-creator of the Small Business Finance School Bryony asked:

  • What are the key benefits to having up to date, accurate, financials at your fingertips?
  • What stops growing businesses having this information to hand?
  • What examples do you have of financial clarity informing or changing the business decision or strategy?



Bryony answered the question:

  • When should I make materials freely available, and when should we put a data lock on it?
"I highly recommend Watertight Marketing's Lunch & Learn sessions. The great advice and suggestions I got from Bryony made this lunch was worth the fee x 100! A thoroughly thought-provoking, aha moment session, in a friendly supportive environment."
Dawn Sillett Zoomly
"Such a helpful session today - I'm putting you on my '3 Amazing things that happened' list for today. The Q&A sessions are so valuable in bringing the concepts to life and revealing just how many different ways there are to tackle a marketing challenge. More importantly, they help me encourage some divergent creative thinking with my management team. Thanks again."
Cara Sherliker Adeva Partners
"Bryony's Watertight Marketing methodology has been invaluable for our company. This isn't your traditional marketing theory. This is a company wide approach that gets to the root of all aspects of a business. Thank you!"
Dougal Hawes, Business Development Director SmartBox Assistive Technology
“10 minutes with Bryony on a Q&A call as part of Masterplan unblocked a pricing presentation issue I'd been wrestling with for over four years!"
Julie Peel, Founder & Jeweller Inspired Design
"An hour with Bryony is better for de-cluttering your brain and seeing a clear path than two days in a health spa!"
Jo Reid, MD Calvium

All our courses draw on the award-winning Watertight Marketing methodology captured in the best-selling book by Bryony Thomas...

This session relates directly to:

  • Chapter 2: Identify your leaks
  • Chapter 5: Their pace = your timing
  • Chapter 8: Your Funnels

This session was recorded in August 2017.


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You can subscribe the Members' Club PLUS to join these sessions live each month.

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