Phillip looked to us to build, strengthen and market his personal brand under the Covenant Advisory model. This would entail strategising and deploying marketing processes above and below the line systems, building a compelling creative direction, as well as setting out brand guidelines for multichannel touchpoints, including his Five Masters podcast and youtube channel creation, and building a highly targeted audience growth marketing strategy. Phillip Ullmann is a social business entrepreneur and thought leader with a track record of building disruptive business models that deliver value – measured as much by people, communities, and nature as by financial assets. Creating environments where talented leaders who share a passion for innovation are given the opportunity to succeed, changing their lives and the teams they allow to self-manage. This philosophy is reflected in his ability to recruit some of the most successful executives who have grown and developed the Cordant Group, with revenues at its peak of over £1.2 billion and a combined workforce of over 100,000. In 2020, Cordant Group was sold to Twenty20 Investors. Phillip set up Covenant Advisory – an independent consultancy mandated to guide and advise businesses, their leaders, and state enterprises on their journey to social purpose whilst aligning shareholders with other stakeholders.
The Marketing Strategy
A KPI-driven marketing strategy, focused on activities mapped across Phillip Ullman's full funnel. We worked alongside TAB communications to execute on PR digital communications through online activation programmes. This included new podcast guests and themes, social content pillars and planning, paid social, speaking opportunities, thought-leadership articles and video content – effectively tied together with a creative direction that encapsulated all Phillip Ullmann had done and can do, for those seeking to learn about a Covenantal society. As part of the marketing outputs, we also redesigned and developed a new website optimised for onsite conversion. We launched a mailing list form submission on the site, as well as a gated content functionality to encourage web traffic to become leads. We developed The Five Masters episodic YouTube series which encapsulates Phillips's covenantal approach, weaving it into a solution-based theme by connecting each master to a societal factor that is affecting all in the current state of affairs, each guest who is a leader in the field to discuss Phillips Coventnatl plan to fix the broken realities of Money, State, Land, Markets and Technology. This content would provide a framework from which we could begin to hang some of Phillip's thought leadership concepts, allowing us to package up his own internal philosophy and how it relates to his unique thoughts. Released in sequence once per month for 12 months, and delivered alongside more niche topics, engaging new audiences and raising Phillip’s digital profile.