Use AI to Build Integrated Campaigns That Connect Insight, Channels, Creative and ROI.
Special Fall Pricing: Regularly $1,000 is now 50% off—$500. Enroll here.
Build the Campaign Before You Build the Content
AI is changing how quickly marketers can create.
It shouldn’t replace the strategic thinking that determines what deserves to be created in the first place.
Learn how to uncover the right customer insight, build a campaign idea worth funding, carry that idea coherently across channels, pressure-test your assumptions, make smarter investment decisions, and measure whether the campaign actually worked.
AI can generate the assets.
This bootcamp teaches you how to build the campaign.
In this practical, 2-module bootcamp, you’ll learn a repeatable process for turning real customer evidence into a focused campaign strategy and carrying that strategy across paid media, search, email, social media, PR, sales, and other channels without losing the central idea.
Along the way, you’ll use AI as a strategic partner—not simply a content generator—to uncover patterns, challenge assumptions, pressure-test ideas, identify weaknesses, and accelerate campaign development.
But AI doesn’t make the decisions.
You do
- What’s the real customer insight?
- What’s the campaign idea?
- Which audiences and channels matter?
- What should stay consistent?
- What should change?
- What deserves your budget?
- And how will you know whether the campaign worked?
By the end of the bootcamp, you’ll have a practical campaign-building framework you can use to plan, evaluate, and manage integrated marketing campaigns—from the first customer insight through execution, investment, and measurement.
What You’ll Learn:
- Turn real customer evidence into a focused campaign strategy and idea.
- Use AI to uncover patterns and opportunities without mistaking convincing AI output for genuine customer insight.
- Build the strategic core of your campaign before spending time and money creating assets.
- Develop an integrated campaign that can work across paid media, search, email, social media, PR, sales and other channels.
- Decide what must remain consistent across channels—and what should change for the audience, format, and context.
- Give every marketing channel a clear strategic and commercial job.
- Use AI to pressure-test campaign ideas and expose weak assumptions before launch.
- Prevent campaigns from drifting off strategy as internal teams, agencies, and AI tools create more executions.
- Make smarter decisions about where to invest campaign budget—and what not to fund.
- Connect campaign investment to customer behavior, measurable outcomes, and clear success and stop criteria.
- Take away a repeatable campaign-building system you can apply immediately to your next marketing campaign.
Flexibility to Fit Your Schedule:
Can’t attend every live session? No problem. We’ll send the bootcamp recordings, presentation materials, and supplementary resources after each session so you can catch up, revisit the frameworks, or reinforce your learning.
Module 1: Build the Campaign.
From Evidence to an Idea Worth Funding.
Strong campaigns don’t start with content. They start with something worth building around.
In Module 1, you’ll learn how to move from customer evidence to a focused campaign idea with a strategic foundation strong enough to guide creative execution, channel decisions, and investment.
You’ll work with customer reviews, search behavior, FAQs, complaints, sales feedback, and competitor claims, using AI to surface patterns while deciding which genuinely deserve to influence the strategy.
The objective isn’t to ask AI for a campaign idea.
It’s to use AI to help you uncover, question, and evaluate the evidence—and then make better strategic decisions yourself.
The Evidence Ladder
AI can make a weak assumption sound remarkably convincing.
That’s dangerous when an assumption becomes the foundation of an expensive marketing campaign.
You’ll learn to classify apparent customer insights using the Evidence Ladder:
The False Insight Challenge
One apparently credible customer insight has no evidence behind it.
Can you catch it before it becomes strategy?
The False Insight Challenge helps you develop the habit of questioning insights that sound persuasive but may not survive scrutiny.
Because an invented insight can lead to a very real marketing expense.
Campaign DNA
Once you’ve identified the evidence worth acting on, you’ll build the five elements that hold the campaign together.
- Customer Tension
What matters enough to make someone act? - Proposition
What are we really offering? - Promise
What changes for the customer? - Proof
Why should they believe us? - Campaign Idea
What makes the campaign memorable and coherent?
Together, they form the campaign’s DNA.
Get this right before production starts, and every execution has a stronger strategic foundation.
It also gives your internal team, agencies, and AI tools something clear to work from, rather than letting each execution reinvent the campaign.
The Campaign Stretch Test
A good ad isn’t necessarily a campaign. A strong campaign idea needs to travel. You’ll test whether your idea is strong and flexible enough to work across different channels, audiences, and formats without losing what made it powerful in the first place.
Can paid media use it?
Can PR find a story in it?
Can sales make it useful?
Can it work in six seconds?
Can it stretch across channels without becoming bland?
If the idea breaks when the format changes, it probably wasn’t big enough.
Key Takeaways:
- The Evidence Ladder for separating customer insight from AI assumption.
- The False Insight Challenge for identifying persuasive ideas that are not supported by evidence.
- A completed Campaign DNA.
- A clear customer tension, proposition, promise, proof and campaign idea.
- The Campaign Stretch Test.
- A repeatable route from customer evidence to campaign platform.
- Greater confidence deciding whether an idea deserves production time and marketing budget.
Module 2: Make the Campaign Work.
One Idea. Different Channels. One Campaign.
Now your campaign meets the real world of different audiences, channels, objectives, and formats.
The challenge is to adapt the execution without losing the strategy. In Module 2, you’ll learn how to turn your campaign idea into a coherent integrated marketing campaign in which every channel has a purpose, every execution supports the central strategy, and every investment has a reason to exist.
The Campaign Coherence Test
You’ll learn one of the central rules of integrated campaigns:
Keep the idea. Change the execution.
What stays fixed?
- Proposition.
- Promise.
- Proof.
- Campaign idea.
What changes?
- Format.
- Opening.
- Length.
- Context.
- CTA.
- Visual treatment.
The goal is not to make every execution look or sound identical.
The goal is to make each execution feel native to its channel while still unmistakably belonging to the same campaign.
Give Every Channel a Job.
One of the easiest ways to waste marketing budget is to assume a campaign needs to be everywhere. Stop asking: “How do we put this campaign everywhere?” Start considering: “What is this channel here to achieve?”
Paid media may create attention. Search may capture intent. Email may move an existing prospect.
Sales content may remove objections. You’ll learn to give each channel a clear strategic and commercial role before deciding whether it deserves campaign resources. The result is an integrated campaign built around purpose, not a collection of disconnected marketing activities.
The Campaign Stress Test
Before you launch, try to break the campaign.
You’ll use AI to question the strategy from several different perspectives.
- The Customer: Why should I care?
- The Competitor: Where is this weak?
- The Journalist: What would I challenge?
- Sales: Can I actually sell this?
- Finance: What are we paying to achieve?
Your job isn’t to generate as many questions as possible.
It’s to identify the questions that expose a genuine weakness while there’s still time to fix it.
The Campaign Constitution
As AI makes it possible to create more executions faster, campaigns can start to drift.
Claims may change. Your audience may creep. CTAs could multiply. The Tone could shift.
The original proposition slowly disappears.
The Campaign Constitution is designed to prevent that.
You’ll create a concise set of rules defining what your team, agencies, and AI systems may change—and what they must protect.
This helps keep campaign strategy coherent even as the number of channels, assets, contributors, and AI-generated executions grows.
The $1 Million Decision
Finally, it’s time to make the investment decisions.
Your team receives a hypothetical $1 million campaign budget. You can’t fund everything. Every investment has to earn its place. For each choice, you’ll answer:
- Who are we trying to influence?
- Why this channel?
- What behavior should change?
- How will we measure it?
- What result would make us stop?
Then make the call.
This exercise brings the entire bootcamp together by connecting customer insight, campaign strategy, channel selection, investment, and measurement.
Because a successful campaign isn’t simply about producing good marketing.
It’s about deciding where your marketing resources can make the greatest difference.
Key Takeaways:
- The Campaign Coherence Test.
- A practical Channel Jobs framework.
- A clear role for each channel included in your campaign.
- The Campaign Stress Test.
- Your own Campaign Constitution.
- A campaign investment plan.
- Clear success measures and stop criteria.
- Greater confidence making campaign budget and channel decisions.
- A repeatable system for keeping AI-assisted campaigns coherent as they scale.
How to Convince Your Boss You Should Take This Class
Build campaigns, not content piles
Turn disconnected marketing activity into one coherent campaign built around a clear customer insight and commercial idea.
Spend smarter
Give every channel and execution a reason to exist before allocating budget, staff time or agency resources.
Catch weak assumptions early
Learn to distinguish genuine customer evidence from assumptions and AI-generated “insights” before they become expensive strategy.
Improve integrated campaign performance
Learn how to adapt a central campaign idea for different audiences, formats and channels without losing the strategy that holds the campaign together.
Protect the campaign as it scales
Keep internal teams, agencies and AI systems aligned around the same proposition, promise, proof and campaign idea.
Make AI more strategically useful
Go beyond using AI simply to generate content. Use it to uncover patterns, challenge assumptions, pressure-test ideas and accelerate campaign planning.
Improve measurement
Know what behavior you are trying to change, how you will measure it, and what results should tell you to continue, change direction or stop.
Make better marketing investment decisions
Connect channels and campaign spending to specific audiences, desired behaviors and measurable outcomes before committing budget.
Take back a system your team can use
Apply the frameworks and tools from this bootcamp immediately to your next marketing campaign.
Who should attend?
This bootcamp is designed for marketers who plan, commission, manage or evaluate marketing campaigns, including:
- Marketing Managers and Brand Managers.
- Campaign Managers.
- Digital Marketing Managers.
- Social Media Managers.
- Product Marketing Managers.
- Marketing Communications Professionals.
- PR Professionals.
- Agency Account Managers.
- Agency Planners and Strategists.
- Consultants and Freelancers.
- Marketing professionals responsible for campaign budgets, channel strategy or campaign performance.
- Anyone responsible for planning, commissioning or managing integrated marketing campaigns.
Whether you work with an internal marketing team, outside agencies, freelancers or AI tools—or a combination of all four—the course will give you a practical framework for keeping campaign strategy focused from initial insight through execution and measurement.
Download Materials
After each live session, you’ll receive:
- An edited recording of the bootcamp session, including the presentation and audio.
- A PDF of the presentation materials for that module.
- Any workbooks, frameworks, checklists, and supplementary resources provided during the session.
The Presenter:
Jonathan Gabay
Jonathan Gabay teaches AI in Copywriting, Brand Storytelling, and Video Scriptwriting and Production Using AI Masterclasses for the Direct Marketing Association of Northern California.
Jonathan is an accomplished content writer, digital marketer, journalist, and lecturer renowned for collaborating with esteemed brands. He also serves as a trusted advisor to the media, offering insights into the latest developments in brand marketing and PR.
What sets Jonathan apart is crafting compelling brands and communication campaigns leveraging the power of AI.
Jonathan has published 17 books, including the university-level textbook Digital Marketing and AI Psychology, which explores digital marketing, artificial intelligence, and consumer psychology for students and marketing professionals.
Beyond writing and teaching, Jonathan advises many organizations on subjects spanning AI implementation, storytelling, video production, copywriting, crisis management, digital advertising, PR, marketing, and navigating the ever-evolving landscape of change. He is a senior lecturer at the University of West London, Oxford College of Marketing, and the Chartered Institute of Marketing.
From government entities to corporate giants and non-profit organizations to grassroots movements, Jonathan’s counsel is sought by those seeking to harness the transformative potential of AI and innovative digital marketing strategies.
Social media: https://www.linkedin.com/in/jonathangabay/
If you’re at all interested in AI and want to learn not to fear it but to embrace it, this workshop – and many of Jonathan’s other workshops – are for you. The ROI is so very obvious to me.
This course breaks down the key changes to marketing we need to know in this day and age. It gives you a guide on how to break into the public eye with your marketing.
