Overview
I created this campaign proposal as an interview assignment for a real organization. Logos, links, and names have been modified or removed to hide their identity.
Role: Coordinator, Marketing & Communications
Task: Develop a LinkedIn content plan for a one-week campaign aimed at business owners and financial professionals. The goal is to raise awareness about the importance of business valuation and the critical role Chartered Business Valuators (CBVs) play in successful succession planning.
Design Tools: Canva
Campaign Strategy
The campaign objective was to raise awareness about the importance of business valuation and the critical role Chartered Business Valuators (CBVs) play in successful succession planning.
The target audience for this campaign was business owners and financial professionals. The key message was that Chartered Business Valuators (CBVs) play a vital role in effective succession planning by providing objective, reliable business valuations that help stakeholders understand a business’ true value and make informed decisions.
Post 1: Creative
Post 1: Copy
Research from The Canadian Federation of Independent Business indicates that 76% of owners plan to leave their business within the next 10 years, but the majority do not have a formal succession plan in place.
Key Highlights include:
🔹43% of business owners cite valuing their business as an obstacle
🔹84% of business owners noted it was very or somewhat difficult to determine the value of their business
Chartered Business Valuators (CBVs) can help business owners overcome this obstacle by helping them understand potential cash flows, the risks affecting those cash flows, and how they determine a business’ value. As Canada navigates large amounts of business wealth changing hands in the coming decade, CBV Institute remains committed to advancing business valuation expertise and supporting the critical role CBVs play in driving growth and strategic success in the Canadian economy.
Learn more:
[Insert Link]
#BusinessValuation #BusinessSuccession #BusinessSuccessionPlanning
Post 2: Creative
Post 2: Copy
Planning a business succession?
Chartered Business Valuators (CBVs) support smooth transitions by helping business owners and financial professionals understand the true value of a business.
A CBV’s role includes:
🔹Assessing potential cash flows
🔹Evaluating risks affecting those cash flows (internal: financial, operational, governance; external: industry, economic and geopolitical)
🔹Effectively communicating how they determine a business’ value
Their expertise and experience brings clarity to a multifaceted process and supports informed decision-making during critical times.
Learn more:
[Insert Link]
#BusinessValuation #BusinessSuccession #BusinessSuccessionPlanning
Thought Process
I identified a significant problem using data from a credible source of information before positioning CBVs as a solution. I focused on educating the audience about the role of CBVs in assessing cash flows, identifying risks, and facilitating smooth business transitions. My content sought to portray CBVs as experts in succession planning.
Post 1 used statistics to highlight business succession challenges and emphasized how CBVs address valuation concerns. Post 2 explained a CBVs’ role in business transitions, & detailed how they assess cash flows and risks.
I designed multiple posts to drive engagement and reach more audiences. Each one included a call to action that directed the audience to resources for further learning.
If this had been a real campaign, I would have used metrics such as engagement rates, click-through rates, and audience interactions as key indicators of impact.