Guided (Foundations)
Guided (Foundations)
We build your visibility engine and give you a running start — then you take it from there.
Foundation creates your comprehensive visibility strategy across earned, owned, and shared channels, executes initial momentum-building activities, and sets you up to continue on your own. We get the ball rolling; you keep it moving.
Perfect for:
Brands building visibility engines from scratch
Teams that need expert strategy + initial execution but will manage ongoing
Companies testing sustained visibility before committing to full retainer
Marketing leads who need frameworks and a head start
Organizations with internal capacity to execute after launch
What You Get:
We Create the Strategy (EARNED + OWNED + SHARED):
2-hour visibility strategy workshop
Audience analysis and channel prioritization
Thematic programming (what stories position you as leaders)
Visibility goals across earned, owned, shared
90-day editorial calendar (OWNED):
Week-by-week content topics
Platform-specific recommendations (LinkedIn, newsletter, blog, social)
Content type mix (thought leadership, product updates, partnerships)
Suggested posting cadence
Earned media roadmap (EARNED):
Quarterly events/speaking/awards calendar
3 byline/contributed article ideas with outlines
Publication target list (15-20 priority contacts)
Podcast/media opportunity tracker
Reactive pitch framework template
Amplification strategy (SHARED):
Partnership content opportunities
Convention/conference content approach
Cultural moments activation plan
We Build Initial Momentum (Limited Execution):
OWNED Content:
3 ready-to-publish content pieces (LinkedIn posts or social content)
Content templates for ongoing use
EARNED Media:
1 thought leadership pitch written and sent to target publication
Media outreach (15-20 priority contacts) with pitch angle and response notes
SHARED Amplification:
Partnership outreach template
Social amplification toolkit
We Set You Up for Continued Execution:
Content creation frameworks:
5 adaptable formats for ongoing use
Announcement amplification playbook template
Performance tracking dashboard:
Key metrics to track (owned, earned, shared)
Monthly review template
Visibility planning tools:
Speaking opportunity tracker (with Q1 targets identified)
Awards calendar (with upcoming deadlines)
Support:
2 rounds of revisions on all deliverables
2-week post-launch check-in support (email/Slack guidance as you execute)
Timeline:
Week 1: Strategy workshop + calendar development
Weeks 2-3: Content creation + media outreach + framework development
Week 4: Finalization + handoff
Total delivery: 4 weeks
What to Expect:
Foundation builds your visibility system and creates initial momentum, but you'll execute ongoing:
OWNED: Continue creating content using our calendar and templates
EARNED: Continue pitching media using our list and frameworks
SHARED: Continue partnership outreach and amplification
What Foundation is NOT:
Ongoing content creation (we give you 3 pieces + templates, you continue)
Sustained media pitching (we send initial pitches with limited follow-up)
Full-time visibility management (we build the engine, you run it)
After purchase: You'll receive a questionnaire to share your goals, audience, existing efforts, and team capacity. We'll schedule a strategy session to kick off.
Need ongoing execution support? Upgrade to MOMENTUM Premium for full-service editorial calendar management with continuous execution across earned, owned, and shared channels.
Find your positioning lane and see what expert competitive analysis can unlock.
What this is
FOUNDATION is a done-for-you competitive and positioning deep dive. We analyze your closest competitors, map the landscape, and highlight where you can credibly stand out so you’re not guessing your lane or copying what everyone else is doing.
You get the research, the gap analysis, and strategic positioning recommendations. We handle the expertise. You handle internal implementation. (Many clients upgrade to INSIGHT PREMIUM once they see the value of adding real customer voices and ongoing strategic support.)
Perfect for:
Marketing teams building competitive intelligence
Founders mapping crowded categories
Product/brand teams validating or refreshing positioning
Agencies developing client strategies
What You Get:
We do the research
Positioning analysis on 5–7 competitors (messaging, visuals, audience, pricing tiers)
Market gap mapping: where everyone clusters, where the white space is
Category and cultural trend scan you can leverage
We build the strategy
Clear "what you are / what you are NOT" positioning recommendations
2–3 concrete positioning directions with messaging angles
Content and campaign opportunities competitors are ignoring
Partnership and media angles you can own
We set you up for ongoing intelligence
Stakeholder presentation deck (share findings with leadership/board)
Competitor monitoring tracker (customizable template to track shifts over time)
Support + timeline
1-hour strategy debrief call to walk through findings
2 rounds of revisions on all deliverables
2 weeks from kickoff to delivery
2 weeks post-delivery support for implementation questions (email/async)
After purchase: we'll send a questionnaire asking for competitor names, market context, and the specific strategic questions you're trying to answer. We handle all research from there.
Want deeper customer insights or ongoing market intelligence? Upgrade to INSIGHT Premium or reach out about custom retainer options for continuous competitive monitoring.
Prepare for high-stakes moments — and see what expert coaching can unlock.
Foundation is not "you figure it out yourself." We coach you through message development, tough question scenarios, and executive presence techniques so you walk into interviews, panels, and keynotes prepared, polished, and persuasive.
You get the coaching, the frameworks, the practice — the parts that require expertise. You handle the actual speaking engagements with confidence.
Perfect for:
Executives preparing for first media interviews
Founders speaking at conferences or on panels
Leaders stepping into more visible public roles
Anyone with a big speaking moment on the horizon
Teams that need C-suite ready for the spotlight
What You Get:
We train you on the fundamentals
2-hour executive presence coaching session
Message development (what to say and how to say it)
Bridge technique (staying on message under pressure)
Body language, vocal tone, presence optimization
Tough question preparation:
We anticipate 10-15 hard questions specific to your context
Workshop responses together
Practice delivery and refinement
Media format guidance:
Print vs. broadcast vs. podcast (what changes)
Do's/don'ts for each format
How to handle off-the-record vs. on-the-record
We build your speaker toolkit
Speaking scenarios prep:
Panel discussion frameworks
Keynote storytelling arc
Q&A handling techniques
Thought leadership positioning:
POV development on 3 industry topics
Hot-button/crisis topic response scripts
Executive social media optimization:
LinkedIn profile refresh for thought leadership
5 ready-to-post updates that position you as an expert
We give you practice
Mock interview session (30 min):
We play reporter, you practice messaging
Real-time feedback and refinement
Rapid response framework for surprise questions
Support
2 rounds of coaching sessions (initial + refinement)
2 weeks post-delivery support for pre-event prep questions
Email/Slack support during support window
Timeline: 2 weeks from kickoff to delivery + 2 weeks support
After purchase: You'll receive a scheduling link for your initial coaching session. We'll also ask about upcoming speaking engagements, media opportunities, or high-stakes meetings on the horizon so we can tailor prep to your specific needs.
Want comprehensive executive coaching? Upgrade to POWER: Premium.
Turn your announcement into a moment — and see what expert PR can unlock.
Big Smile Co builds the highest-impact pieces for your launch and runs a focused 4-week PR sprint to secure coverage. We create the materials, build the media list, pitch reporters, manage follow-ups, and track results.
Foundation is a focused sprint, not a sustained campaign. We maximize impact within 4 weeks with 20-30 highly-targeted contacts, but PR outcomes depend on news value, timing, and reporter interest—factors outside our control. For announcements where coverage is critical (funding, major launches, partnerships), Premium's 3-month timeline and larger media network significantly increase your odds of meaningful placements. For full outreach, follow‑ups, and relationship management, upgrade to PREMIUM.
Perfect for:
Founders testing PR strategy before committing to a longer campaign
Brands with news that's compelling but not mission-critical
Teams testing our approach before a larger investment
Organizations gauging media interest in a specific story angle
Not ideal for:
Major announcements where coverage is expected; timelines must be longer for this
Product launches requiring sustained media momentum
Time-sensitive news needing guaranteed visibility
For high-stakes news, we recommend Premium's extended timeline and comprehensive outreach.
What You Get
We create the materials
Fully written press release
Headline, subhead, body copy, quotes
Boilerplate + media contact info
SEO‑optimized for online pickup
Three tailored pitch templates
Trade/industry
Business/tech
Local/regional
FAQ document (10 anticipated questions for media + sales)
We build the strategy:
Curated media list (20-30 highly-targeted contacts)
Trade/industry reporters
Business/tech journalists
Relevant podcasters or newsletter writers
Prioritized by likelihood of coverage + strategic value
Launch timeline recommendation
When to embargo, pitch, and amplify
Coverage angle strategy for different outlet types
We run the campaign:
Initial outreach to all 20-30 contacts
Follow-up emails (2 rounds to engaged contacts)
Interview coordination and briefing prep for secured placements
Real-time pitch adjustments based on early feedback
We set you up for amplification:
Social media recommendations
Internal announcement template
Partner/investor notification template
Coverage tracking + reporting:
Real-time coverage monitoring during the campaign
End-of-campaign report:
Coverage secured (links, reach estimates, sentiment)
Response rates and engagement insights
Recommendations for next phase or Premium upgrade
Support:
4-week active campaign window:
Week 1: Strategy session + materials finalization
Weeks 2-4: Active pitching, follow-ups, placement coordination
2 rounds of revisions on press materials
Email/Slack support throughout campaign for rapid response
Timeline:
Week 1: Strategy session + press materials finalized
Weeks 2-4: We pitch, follow up, and coordinate placements
End of Week 4: Campaign report delivered
Total delivery: 4 weeks from kickoff to campaign completion
What to Expect:
Foundation delivers expert execution, but results vary based on news value, timing, editorial fit.
In a 4-week window with 20-30 contacts, you might see:
2-5 meaningful placements (trade publications, podcasts, or tier 2 business outlets)
Strong relationships built for future outreach
Clear data on what resonates (and what doesn't) with your target media
What Foundation is NOT:
A guarantee of coverage (no ethical PR firm can promise this)
Sufficient for announcements requiring sustained momentum
Appropriate for high-stakes news with board/investor expectations
After purchase: You'll receive a questionnaire to share your news, timing, target media, and existing materials. We'll schedule a 1-hour strategy call to get started.
Want us to run the full campaign?
Upgrade to SIGNAL: Premium for us to handle all aspects of the campaign or check out the MOMENTUM: Foundation package for ongoing visibility.
Where VOICE helps you articulate your story, PRESENCE helps you show it. Make sure your messaging is consistent with compelling pitch decks, optimized LinkedIn profiles, and polished bios using the same templates and principles we use with premium clients.
Perfect for:
Founders creating their first pitch deck
Professionals optimizing LinkedIn presence
Anyone preparing for conferences or speaking engagements
Teams creating sales or partnership decks
Job seekers building executive presence
What You Get:
Strategy Session
2-hour strategy session on professional positioning
Pitch Deck Creation (10-15 slides)
Problem, solution, traction narrative
Visual design recommendations
Speaker notes
LinkedIn Profile Optimization
Headline, summary, experience rewrites
Content strategy guidance
Executive Presence Package
Updated bio (3 lengths)
Speaker intro script
Conference/panel prep template
Support
2 rounds of revisions
Timeline: Delivered within 10 business days after kickoff
After purchase: You'll receive a link to schedule your kickoff session and share any materials you'd like us to review (existing decks, LinkedIn profile, current bio, brand guidelines if available).
Turn scattered ideas into an unforgettable story.
Your message is your anchor. Your story is your strategy. VOICE Foundation helps you articulate who you are, what you stand for, and why it matters.
We guide you through the messaging process and create your core framework together. You get the strategic foundation and draft language—ready for your team to refine and implement.
We'll take your raw ideas, instincts, and lived experience and shape them into a clean, compelling narrative framework you can use across your promotional materials, social presence, and conversations with investors or partners.
What You Get:
Messaging Workshops
2-hour brand messaging workshop
Deep dive into your story, audience, and competitive positioning
Optional: 1-hour founder interview
Capture origin story and personal narrative
Core Messaging Framework
Positioning statement
3-5 key messages with proof points
Audience-specific messaging variations
Language Assets (Strategic Drafts)
Company boilerplate (50, 100, 150-word draft versions)
Executive bios (3 lengths; up to 3 executives) - strategic talking points and key themes
Product/service descriptions (up to 3) - core messaging and benefits framework
Elevator pitch template
Messaging Guide
PDF guide with potential messaging use cases for team reference
2 rounds of revisions on all deliverables
Timeline: Delivered within 10 business days after your kickoff session.
Perfect for:
Brands preparing for fundraising or launches
Growing companies with inconsistent messaging
Rebrands needing fresh language
Teams who tried DIY but need expert guidance
Teams who can't agree on "what we do" (happens more often than you think)
After purchase: You'll receive a link to schedule your kickoff session and share any materials you'd like us to review.
Want fully polished copy implemented across all your materials? Upgrade to VOICE Premium for finished messaging applied everywhere: website, pitch deck, sales collateral, and internal alignment tools.
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