Breathaplasta Social Media Campaign | Proposal
Evolvr × Adaptavate
A phased approach to building social presence, creative capability, and AI-native workflows.
Investment: £9,000 over 12 months
Prepared by: Neil Salt, Evolvr
Date: 22 January 2026
Date: 22 January 2026
The Opportunity
Breathaplasta has earned its market position through product excellence:
Featured on Grand Designs
Specified for New York Times London offices
Stocked by Jewson, SIG, Travis Perkins
The product speaks for itself on site.
Now you need social channels that match that momentum.
The Challenge
You need social presence, but without:
Building expensive agency dependency
Hiring a dedicated marketing team
Creating content you can't sustain internally
Our approach is different.
Our Philosophy
Amplification, Not Automation
Most agencies solve the "content problem" by becoming the content engine.
When the retainer ends, so does the momentum.
We Build Systems
We design systems where human intelligence and machine capabilities amplify each other.
Your team focuses on what they do best:
- Relationships
- Field events
- Product expertise
Evolvr+ AI handles the cognitive load:
- Strategy
- Creativity
- Content production
- Scheduling
- Optimisation
The Goal
With the upfront investment and the low monthly fee, Adaptavate should be in a position to confidently maintain and grow its social presence using the tools and systems provided, with support, strategy, creative input and guidance from us.
Building capability, not high cost dependency.
The Three Phases
Phase 1
Phase 1: Discovery & Ideation
Investment: £3,000
Timeline: 2-3 weeks
This phase builds the strategic foundation everything else rests on.
What We Do
- Discovery Workshop — Deep dive on market, product, customer, pain points
- Creative Concept Development — Campaign themes and visual direction
- Creative Ideation Workshop — Present and refine concepts with your team
- Campaign Planning Workshop — Finalise channels, cadence, tools, metrics
The Core Output: Revenue Marketing Audit (RMA)
The RMA becomes our single source of truth for all marketing activity.
It captures everything we learn and creates the context layer that makes every piece of content more precise.
What is the RMA?
The Revenue Marketing Audit is a comprehensive strategic document that captures everything needed to market Breathaplasta effectively.
It's not just documentation. It's the context engine that powers everything else.
Why It Matters
Creates shared understanding across your team - a Single Source of Truth (SSoT)
Provides the context layer for AI-assisted content creation
Eliminates guesswork in messaging and targeting
Becomes a reusable asset for future campaigns
Without this foundation, you're guessing.
With it, we're architecting.
With it, we're architecting.
What the RMA Covers
This version of the RMA is tailored specifically for brand awareness and pull-through dynamics. It's structured in 15 sections:
Strategic Context
- WIN & WOOP — (WIN) What's important now, (WOOP) goals, obstacles, plans etc.
- Company & Brand — Adaptavate + Breathaplasta relationship, values, voice
- Value Proposition — Elevator pitch, messaging pillars, differentiation
Audience Intelligence
- Dormant Frustrations → Desired Outcomes — Hidden tensions to address
- Customer Journey & Pull-Through Dynamics — Awareness to advocacy to merchant request
- Audience Segments & Personas — Plasters, architects, self-builders, merchants
- Influence Map — Who influences specification, recommendation, purchase + social influencers
- Content Engagement Framework — How content moves audiences through stages
Market Intelligence
- Competitors — Traditional lime, gypsum, clay plasters and your USP
Marketing Assets & Operations
- Content & Campaign Assets — Social-first assets, templates, reactive content
- Brand Voice — Tone attributes, vocabulary to use and avoid
- Social Media Audit — Current channels and future Breathaplasta strategy
- MarTech Stack — Creative, scheduling, design, analytics tools
- Resource capability - what is the capability of the internal team
Performance & Planning
- Marketing Retrospective & Forward Look — What's worked, what hasn't and why, upcoming initiatives, events and launches to leverage
Social Proof
- Voice of Customer & Case Studies — Testimonials, Grand Designs, NY Times, merchant proof
Why We Need It
The RMA is what transforms generic social content into precise, targeted communications that speak directly to the right people with the right message at the right time.
It's the foundation that makes AI-assisted content work at scale without losing authenticity.
We'll share a dynamic audit document for you to populate as much as possible before the workshop. This saves time and lets us focus on higher value activities e.g. creative, strategy.
Phase 2
Phase 2: Development
Investment: £2,000
Timeline: 2-3 weeks
With strategy locked, we build the creative engine and the systems to sustain it.
Deliverables
Why This Matters
We walk away from Phase 2 with everything we need to launch and sustain momentum.
Content bank gives you breathing room
Templates give you speed
AI workflows give you scale
Phase 3
Phase 3: Orchestration
Investment: £400/month × 10 months = £4,000
Timeline: Months 2-12
This is where the system compounds.
Monthly Support Includes
Content Iteration
Review performance, refine what's working
AI Workflow Optimisation
Continuous improvement
Creative Top-Ups
double down on what's working , ditch what's not
Reactive Content Support
Quick-turn assets for opportunities
Monthly Check-In
60-minute call to review and iterate
Training + Support
ensuring you get the most out of the tools provided
Why £400/month?
It's lean by design.
We're not doing all the work for you.
We're working alongside you.
As your team builds confidence and capability, you'll need us less for operational and administrative work—freeing us to focus more on creativity and strategy.
What Success Looks Like
At 90 Days
- Breathaplasta channels launched with consistent posting
- 500+ followers across platforms
- Content production rhythm established internally
- AI workflows generating 70%+ of first drafts
At 12 Months
- Established social presence with engaged trade audience
- Internal team confidently running content production
- Measurable brand awareness lift (tracked via merchant enquiries, web traffic etc)
- Reusable system and templates for future campaigns
"
Why This Approach Works
Traditional Agency Model
Agency creates content → You become dependent → Retainer ends → Content stops
High cost, low capability transfer
Our Model
We build systems → Your team operates them → Capability compounds → Independence grows
Right-sized investment, high capability transfer
The difference is architectural.
We're not selling you outputs.
We're building you an engine.
Investment Summary
Payment terms: Phase 1 & 2 invoiced on commencement. Phase 3 invoiced quarterly.
Prices are exclusive of VAT at the current rate of 20%
Excludes any direct expenses (travel, accommodation, tools, subscriptions, etc.)
Pricing is valid for 30 days from Friday the 23rd of January.
Full Terms and Conditions and Statement of Work will be provided along with a Master Service Agreement
Prices are exclusive of VAT at the current rate of 20%
Excludes any direct expenses (travel, accommodation, tools, subscriptions, etc.)
Pricing is valid for 30 days from Friday the 23rd of January.
Full Terms and Conditions and Statement of Work will be provided along with a Master Service Agreement
Next Steps
1
Confirm this approach works for you
2
Schedule Discovery Workshop (Week 1)
3
Sign formal SOW
4
Begin work
5
Start Winning!
Thank You FOR THE OPPORTUNITY TO PITCH :-)
Neil Salt - Founder
