12-Month Marketing Plan
Layer 1 · Editorial & Publishing Calendar · v1.0
12-Month Content Calendar
Every organic asset that ships, every week, for 52 weeks. Blog / long-form / social / email / PR — mapped to Australian giving-calendar pegs, LWD room activations, and the seven attribution priorities. This is the publishing schedule; the production workspace is where the actual copy lives.
Contents
- Volume at a glance — what ships each week
- Australian giving-calendar pegs — the 12 anchors we build around
- Persona voice rotation — Lisa · Laurence · Carla · LWD
- Platform cadence — LinkedIn · Instagram · Facebook · YouTube · TikTok · Email
- Month-by-month editorial themes
- Quarterly long-form drops — whitepapers, op-eds, hero video
- SEO topic clusters — 12-month topical-authority build
- Workflow — draft → review → schedule → publish → measure
1. Volume at a glance
156
Long-form pieces / year
(3 / week)
(3 / week)
365
Social posts / year
(daily across platforms)
(daily across platforms)
208
Emails / year
(4 / week average)
(4 / week average)
12
Hero campaigns / year
(1 / month)
(1 / month)
4
Quarterly whitepapers
(one per Q)
(one per Q)
4
Hero videos
(one per Q)
(one per Q)
24
PR pitches / op-eds
(2 / month)
(2 / month)
~950
Total unique assets
in production library
in production library
2. Australian giving-calendar pegs
Australian donors give with the calendar. Twelve anchor moments in the Sep 26 – Aug 27 cycle. Every one gets a dedicated content push, a dedicated ad campaign, and a dedicated stewardship follow-up.
| Anchor | Date | Rooms activated | Content weight | Why it matters for LWD |
|---|---|---|---|---|
| Launch Week | 1-7 Oct 2026 | A · F · C (soft) | HERO | First 7 days set the credibility floor. Foundation outreach + referrer packs + soft founding-donor announcement. No paid push yet — trust before scale. Recalibrated Sprint 55.5: launch week moved from 1-7 Sep to 1-7 Oct 2026 with charity-live date. |
| R U OK? Day | 11 Sep 2026 | All | Standard | Mental health peg fits LWD's "you cannot carry both" positioning. Lisa piece on the mental load of debt-during-diagnosis. Not an ask — awareness only. Now a pre-launch awareness peg — sits 20 days before charity-live; content ships from founder personal accounts, not LWD channels. |
| World Hospice & Palliative Care Day | 11 Oct 2026 | F · C | Major | Room F referrer push peaks around this day. Content: what palliative teams see, what they can't do, where LWD fits. Op-ed pitch to The Conversation / SMH. |
| Giving Tuesday | 2 Dec 2026 | C · all | HERO | Global giving-day peg. Launch Christmas Appeal on the day. Multi-channel synchronised push. Every donor asked, every social platform posting. |
| Christmas Day / Boxing Day | 25-26 Dec 2026 | C | Steward only | DO NOT ASK on Christmas Day. Steward existing donors with a Lisa piece-to-camera video thanking them. Respectful pause 25-31 Dec. |
| New Year — reflection | 1-7 Jan 2027 | A · C (steward) | Standard | "This is what your gift did in 2026" for existing donors. Foundation year-in-review LinkedIn piece from Lisa. |
| National Palliative Care Week (est.) | Late May 2027 (date TBC) | F · C · D | Major | Room F + Room D PR peg. Combined with EOFY momentum. Multi-persona PR push (Laurence expert, Lisa lived experience via composite, Carla governance). |
| Federal Budget | May 2027 (2nd Tue) | D · A | Standard | Room D policy peg. Laurence LinkedIn take on aged-care / palliative-care line items. Foundation officers watch this. |
| EOFY — last week | 25-30 Jun 2027 | C | HERO | Peak revenue week of the year. "Get your 2026-27 tax deduction before 30 June." Peak ad spend, peak email volume (3 emails in the final 6 days). |
| Wills Week (Law Council) | 11-17 Aug 2027 (est.) | E · C | Major | Room E launch peg. Solicitor referral partner announcement. In Memoriam Giving page goes live. First bequest-consideration content. |
| Annual Report launch | Mid Aug 2027 | All | HERO | First real Annual Report with real numbers. Multi-channel proof-drop. Foundation Y2 pipeline seed. |
| Year-2 plan publication | Late Aug 2027 | Board · internal | Internal | v2.0 of this plan. Board approval + internal comms. Sets up Year 2 launch on 1 Sep 2027. |
3. Persona voice rotation
Every organic piece of content ships under a named voice. The 60/20/10/10 split from the master plan enforced across the year:
| Voice | Share | Where it fires | Typical asset types |
|---|---|---|---|
| Lisa Hugo Head of Philanthropy · Co-founder |
60% | All donor-facing surfaces · Room C dominant · Room A relationship-building · Room E | Story-led long-form, donor emails, thank-you videos, LinkedIn personal narrative, Instagram Reels, EOFY appeals, stewardship |
| Laurence Hugo Founder · Technical Negotiator |
20% | Room F referrer-facing · Room B thought-leadership · Room D policy | Expert LinkedIn essays, casework insight (composite), Bank Paradox positioning, referrer FAQ, policy submissions, quoted PR |
| Carla Oliver CFO Advisor · CoSai Principal |
10% | Governance, financials, foundation credibility, board reporting | Room A whitepapers on evaluation methodology, financial transparency posts, quarterly impact reports, foundation-application narrative |
| LWD (organisation voice) | 10% | Neutral factual content, service pages, FAQ, corporate materials | Landing pages, FAQ answers, media releases, sponsored content, corporate pitch decks |
4. Platform cadence
| Platform | Cadence | Primary voice | Post format | Attribution |
|---|---|---|---|---|
| LinkedIn — Lisa | 3× / week (Tue, Wed, Thu) | Lisa | Long-form text posts (600-1200 words) · occasional carousel · monthly newsletter | UTM: lisa-linkedin/social-organic/{room}-{month}-{campaign} |
| LinkedIn — Laurence | 2× / week (Tue, Thu) | Laurence | Expert essays · casework insights (composite) · policy commentary | UTM: laurence-linkedin/social-organic/{room}-{month}-{campaign} |
| LinkedIn — Carla | 1× / week (Wed) | Carla | Governance / financial-transparency threads · foundation-facing angle | UTM: carla-linkedin/social-organic/{room}-{month}-{campaign} |
| LinkedIn — LWD Company Page | 3× / week | LWD org | Reshared personal posts + org announcements + third-party citations | UTM: lwd-linkedin/social-organic/{room}-{month}-{campaign} |
| Instagram — LWD | 5× / week (Mon-Fri) | Lisa dominant · LWD org | Feed image + carousel + Reels (2× / week vertical video) | UTM: lwd-instagram/social-organic/{room}-{month}-{campaign} |
| Facebook — LWD | 5× / week (Mon-Fri) | Lisa dominant · LWD org | Longer-form Instagram cross-post · community-group participation · Live Q&A monthly | UTM: lwd-facebook/social-organic/{room}-{month}-{campaign} |
| YouTube — LWD Channel | 1× / month (hero) + 2× / month (shorts) | Lisa + Laurence | 60-90s hero video quarterly · 15-30s shorts + Reels cross-posts | UTM: lwd-youtube/video/{room}-{month}-{campaign} |
| TikTok — LWD (test) | Quarterly assessment | Lisa (test) | 15-30s vertical video · piece-to-camera | UTM: lwd-tiktok/social-organic/{room}-{month}-{campaign} |
| Email — Nurture | 2× / week (Tue, Fri) per active room | Lisa dominant | Text-based, minimal graphics, single CTA per email | UTM: email/email-nurture/{room}-{month}-{campaign} |
| Email — Ask | Peak campaigns only (Xmas, EOFY) | Lisa | Story + ask + button · often 3-part sequence | UTM: email/email-ask/{room}-{month}-{campaign} |
| Email — Stewardship | Automated triggers (welcome, 30-day, 90-day, anniversary) | Lisa | Personal, no ask, impact update | UTM: email/email-steward/{room}-lifecycle-{trigger} |
| Blog / long-form | 3× / week (Tue, Wed, Thu) | Rotated per calendar | 800-2500 words · SEO-optimised · schema.org marked up | Landing UTMs applied via referring link |
5. Month-by-month editorial themes
Each month has a primary editorial theme. Every blog, long-form, LinkedIn essay and organic social post that month rolls up to that theme. Consistency compounds — 12 focused months make 12 topical-authority stacks that Google/Perplexity/ChatGPT can recognise as LWD's areas of expertise.
Sep 2026 — "Pre-launch preparation"
Theme: Getting ready. Not a public month. Final ACNC endorsement (targeted 15 Sep), final website QA, founder-personal-account awareness activity around R U OK? Day (11 Sep), pre-warming of foundation and referrer targets. No LWD-channel content. Recalibrated Sprint 55.5: this month was "launch month" under the old 1 Sep charity-live plan; it is now the T-30 to T-0 runway to a 1 Oct charity-live.
Week 1
Final ACNC endorsement submission · Foundation target list re-verification (each row) · Website copy-freeze audit
Week 2
R U OK? Day (11 Sep) — founder personal accounts only, no LWD channels yet · Referrer target list re-verification · Attribution stack Meta / Google / LinkedIn account provisioning (T-33 from 25 Oct)
Week 3
ACNC endorsement target confirmation (15 Sep) · Founding-donor pre-brief (private) · First-cohort composite-case QA (Board sight-check)
Week 4
Attribution QA week (20–24 Sep test matrix) · Launch-week email drafts to Corrina for sign-off · Final go/no-go on 30 Sep EOD
Oct 2026 — "The Foundation is Live"
Theme: Why LWD exists + Room F activation. Charter of the charity, board composition, licensure, first commitment. Establishing organisation-level trust before any donor ask. Room F referrer activation runs in parallel from Week 1. Recalibrated Sprint 55.5: the old Sep launch content and old Oct referrer content are collapsed into a single Oct 2026 launch-plus-referrer month, sequenced week-by-week rather than month-by-month.
Week 1 (1–7 Oct)
LAUNCH WEEK. LWD live 1 Oct · Lisa launch letter (email + LinkedIn) · founding-donor thank-you announcement · foundation discovery-call outreach (private, 15 targets) · referrer cover-emails go out day 1 (PCA + MND + 3 PHNs) · Laurence LinkedIn first-post protect-date starts
Week 2 (8–14 Oct)
World Hospice & Palliative Care Day (11 Oct) content push · Blog: "Why we built Life Without Debt" (Lisa long-form) · Laurence LinkedIn: "15 years of casework — what I learned" · Op-ed pitch to The Conversation · Referrer FAQ pack goes live · LinkedIn Sprint 50 pack live (2 weeks post-launch, protect-date 31 Oct)
Week 3 (15–21 Oct)
Blog: "The theory of change, in plain language" (Carla) · Blog: "What palliative teams see that no one else sees" (Laurence) · Room F LinkedIn ad set launch · Composite intro — Margaret's story (labelled composite) · Attribution soft-launch test on donate flow
Week 4 (22–31 Oct)
25 Oct donate-flow live. Blog: "The 87 cents" — Carla on cost efficiency · IG carousel: "who we help, how, why" · Foundation LinkedIn: first Paul Ramsay-visible piece · Room C creative test launch on Meta ($500 spend) · Christmas Appeal build begins internally · LinkedIn protect-date confirmed 31 Oct
Nov 2026 — "Christmas Appeal: The Cost of Not Giving"
Theme: Christmas Appeal build + launch. Room C at maximum weight. Every piece of content this month drives to /donate/christmas-2026. Multi-channel synchronisation begins.
Week 1
Christmas Appeal microsite launches · Email 1 of 4 sequence · Meta ad library live (12 variants) · LinkedIn Lisa: "the phone call I got last week" (composite framing)
Week 2
Email 2 · Google Search campaigns activate · YouTube 60s hero video ships · IG Reels sequence begins · PR push to metro morning news
Week 3
Email 3 · retargeting ad set activates · Facebook Live Q&A with Lisa · Foundation applications 1-2 shipped
Week 4
Email 4 (Giving Tuesday countdown) · full-force social push · corporate LinkedIn awareness · full YouTube pre-roll launch
Dec 2026 — "Christmas Appeal: Peak & Steward"
Theme: Peak-giving execution + respectful pause. First 3 weeks flat-out, final week 25-31 Dec is stewardship only (no asks on Christmas Day).
Week 1
Giving Tuesday 2 Dec — all channels · Lisa live piece-to-camera on the day · full email sequence peaks · foundation Q4 payments start arriving
Week 2
Retargeting maximum · high-frequency creative refresh · IG Story countdown to Christmas · every gift confirmed within 30 seconds via webhook
Week 3
"Before Christmas" final ask — 22 Dec last-chance email · corporate matched-giving announcements (if any secured) · Lisa piece-to-camera thank-you
Week 4
Dark 25-31 Dec on paid. Automated stewardship emails only · one Lisa post-Christmas Reel: "what your gift did in the last 30 days" · Year-end summary internal
Jan 2027 — "Foundations Wake Up"
Theme: Room A applications + Christmas debrief. Foundation program officers return from break, annual funding rounds open. Three applications shipped this month (Perpetual, Vincent Fairfax, Snow).
Week 1
Christmas debrief report (internal) · Lisa "2026 in review" long-form for existing donors · foundation application 1 shipped (Perpetual)
Week 2
Carla LinkedIn: "how we measure impact" whitepaper Q1 release · foundation application 2 shipped · Laurence Bank Paradox positioning teaser
Week 3
Foundation application 3 shipped · Q1 stewardship email to Christmas donors ("here's what your gift did") · IG Reels: "meet the team"
Week 4
Blog: "Why evaluation is not optional for Australian charities" (Carla) · Room B LinkedIn ad set builds · February planning
Feb 2027 — "The Bank Paradox"
Theme: Room B corporate push. Bank Paradox thought-leadership sequence goes into paid distribution. Direct pitches to ANZ, CBA, NAB, Westpac, ART, Aware Super, HESTA + top insurers. Six-month operating review.
Week 1
Laurence Bank Paradox open letter LinkedIn (paid amplification) · corporate pitch deck v1 finalised · six-month review Board pack
Week 2
Bank Paradox part 2 (Laurence) · ESG data pack shipped to top 20 corporate targets · matched-giving toolkit v1
Week 3
Bank Paradox part 3 (Lisa response angle) · first 5 corporate pitch calls booked · IG feed: "your gift = one hour of expert time" carousel
Week 4
Corporate LinkedIn ad set optimises to top 3 audiences · foundation application 4 (Ian Potter cycle) · Room D policy brief drafted internally
Mar 2027 — "The First Data"
Theme: Q1 case data goes public. First 15 closed cases → aggregate outcomes published. Room D activation with policy brief. Room F push using real Q1 numbers.
Week 1
Q1 Impact Report published · Carla LinkedIn whitepaper Q2 · Room D federal policy brief shipped · PHN roadshow begins
Week 2
Laurence LinkedIn: "what the first 15 cases showed us" · PR push using Q1 data · Room F ad set refresh with real numbers
Week 3
Foundation applications 5-6 shipped (with Q1 data attached) · corporate follow-ups accelerated with fresh data
Week 4
Room F LinkedIn ad hero: "we now have data" · Instagram Reels: "the first year, in numbers" · EOFY planning begins internally
Apr 2027 — "Getting Ready for EOFY"
Theme: EOFY microsite build + Room E soft test. All EOFY assets locked and loaded. Room E teased with wills-week angle.
Week 1
EOFY microsite
/eofy-2027 ships · email sequence drafted · ad library 12 variants readyWeek 2
Room E soft test: "Have you got a will?" LinkedIn post (Lisa) · solicitor outreach 1 · Room B follow-up cycle
Week 3
Blog: "How your donation is used at tax time" (Carla financial transparency) · IG carousel: "3 ways to give this EOFY"
Week 4
EOFY creative test at $500 spend to validate ad library · Lisa "why we're asking" pre-EOFY LinkedIn essay · foundation ap 7
May 2027 — "EOFY Launch + Palliative Care Week"
Theme: EOFY campaign live + PCW media push. Two peaks converge. Room C dominant, Room F using PCW peg for referrer + PR push.
Week 1
EOFY launches 1 May · email 1 of 6 · Meta + Google + YouTube all active · foundation applications continue
Week 2
Federal Budget (2nd Tue) — Laurence LinkedIn take on aged-care line items · PCW planning
Week 3
Palliative Care Week — PR push, Room F peak content, cross-promotion with PCA · Lisa PCW piece-to-camera
Week 4
EOFY email 4 · retargeting scaled up · foundation Q4 payments arrive (Snow, Perpetual typically) · corporate LinkedIn
Jun 2027 — "EOFY Peak"
Theme: Peak revenue week of the year. Final 6 days (25-30 June) are the highest-volume donation window on the Australian charity calendar.
Week 1
EOFY email 5 · Meta scaled to peak · Google Search maximised · retargeting sequence peaks
Week 2
Email 6 · Corporate matched-giving final pushes · Facebook Live "why EOFY matters" with Lisa
Week 3
"Last chance" push begins 21 June · daily countdown emails · IG Story daily · Meta scaled to $600/day
Week 4
25-30 June final push — 3 emails in 6 days · daily social · every gift receipted within seconds · 30 June midnight cutoff
Jul 2027 — "Debrief + Year-2 Room B"
Theme: Recovery + Corporate FY28 pitches. Full-year attribution report. Corporate FY28 budget cycles begin — Room B HERO on LinkedIn.
Week 1
Full-year attribution report internally · Board pack · public quarterly impact report
Week 2
Corporate LinkedIn: "our first year, by the numbers" (Carla) · FY28 corporate pitches begin · Room E build accelerates
Week 3
Room B corporate case study (composite) · matched-giving toolkit v2 · Bank Paradox part 4
Week 4
Room E Wills Week pre-build · solicitor announcements · Annual Report drafting begins
Aug 2027 — "Annual Report + Wills Week + Year-2 Ignition"
Theme: Proof drop + Year-2 launch. First real Annual Report with real numbers, real (consented) cases, real financials. Wills Week for Room E launch. Year-2 marketing plan v2.0 published.
Week 1
Annual Report launch · multi-channel proof-drop · foundation Y2 pipeline outreach begins
Week 2
Wills Week (11-17 Aug) — Room E full launch · In Memoriam Giving page live · solicitor partner announcements
Week 3
Corporate FY28 close-out pitches · Carla Board-facing FY28 marketing budget · foundation applications 12-14
Week 4
Year-2 plan v2.0 published · 12-month debrief · retention audit · Sep 2027 Y2 launch prep
6. Quarterly long-form drops
Four hero pieces per year. Each is a research-grade whitepaper + a hero video + an op-ed. Each carries schema.org Article + author markup and becomes a topical-authority anchor in Google/AI answers.
| Quarter | Whitepaper | Hero video | Op-ed target |
|---|---|---|---|
| Q1 · Oct-Dec 2026 | "The Invisible Crisis: consumer debt in Australian palliative care" (30-page evidence review, Laurence + Carla) | 60s Margaret narrative (composite) — Christmas Appeal hero | The Conversation · SMH Weekend |
| Q2 · Jan-Mar 2027 | "Measuring Impact in Debt-Hardship Charities" (methodology whitepaper, Carla) | 30s theory-of-change explainer (animated) | Pro Bono Australia · CEO Magazine |
| Q3 · Apr-Jun 2027 | "Year One at Life Without Debt" (Q1 case-data whitepaper) | 90s Lisa piece-to-camera — EOFY hero | The Guardian Australia · ABC Radio National |
| Q4 · Jul-Aug 2027 | "The Bank Paradox: why the credit sector should fund debt advocacy" (Laurence + Carla, Room B corporate positioning) | 60s Wills Week Room E launch video | AFR · The Mandarin (Federal policy angle) |
7. SEO topic clusters — 12-month topical-authority build
Every blog / long-form piece rolls up to one of 12 topic clusters. By end of Year 1, each cluster holds 12-15 pieces, cross-linked, schema-marked, and reads as "LWD is the authority on this topic" to search engines and LLMs.
| # | Cluster | Room mapping | Pillar page |
|---|---|---|---|
| 1 | Consumer debt hardship & terminal illness in Australia | C · F | /topics/debt-hardship-terminal-illness |
| 2 | Palliative care and family financial burden | C · F · D | /topics/palliative-care-financial-burden |
| 3 | How Australian Credit Licence advocacy works | All | /topics/how-credit-advocacy-works |
| 4 | The economics of end-of-life care in Australia | D · A | /topics/economics-end-of-life-care |
| 5 | Inter-generational debt transfer & deceased estates | C · E · F | /topics/inter-generational-debt-transfer |
| 6 | Measuring impact in Australian charities | A | /topics/measuring-charity-impact |
| 7 | Corporate matched giving in Australia | B | /topics/corporate-matched-giving |
| 8 | Estate planning, wills, bequests & charitable giving | E | /topics/estate-planning-charitable-giving |
| 9 | Regular giving in Australia — donor psychology & retention | C | /topics/regular-giving-australia |
| 10 | Financial hardship advocacy — sector landscape | All | /topics/financial-hardship-sector-landscape |
| 11 | Referral pathways: palliative teams, PHNs, social workers | F | /topics/health-referral-pathways |
| 12 | Charity governance, DGR, ACNC — public interest | A · Public | /topics/charity-governance-transparency |
8. Workflow — draft → review → schedule → publish → measure
Every organic asset moves through the same 5-stage flow:
- Draft — Claude drafts under HA1-3. Every draft carries: target audience, target keyword, source citations, UTM link, compliance checklist (RG 96, composite label, hedge words).
- Review — Draft lands in
/productionworkspace. Named human (Lisa / Laurence / Carla) reviews within 48 hours. HA4 approval or edit-in-place. HAS §8.5 enforced. - Schedule — Approved asset is queued in the platform's native scheduler (LinkedIn Business, Meta Business, Buffer for cross-post). Publish date locked to editorial calendar.
- Publish — Auto-fires at scheduled time. First 60 minutes of engagement monitored; if any red-flag comments (e.g. RG 96 concern raised in comments), pull immediately, escalate.
- Measure — 7-day post-publish, engagement metrics + click-through to landing + attribution match rolled into weekly report. Feeds forward into next-week creative decisions.
The "48 hour" rule. No asset ships without a named human approval within 48 hours of draft-ready. If Lisa / Laurence / Carla don't approve within 48 hours, the asset moves to the following week's slot — never publishes unapproved. This is HAS §8.5, non-negotiable. The queue automatically flags anything sitting for >72 hours to the group.