A worked campaign example
Worked campaign angle for a co-authored article and follow-up webinar on small-business procurement and AI adoption, aimed at suppliers selling into public and private procurement across Northern Ireland and the Republic of Ireland: "One-off request, or the new baseline?" — a co-authored article plus a 30-minute working webinar that walks a small supplier through deciding whether a buyer's documentation, carbon or social-value request is a one-off or a market shift, and what operational work follows the decision.
Article structure:
1. Open with the decision, not the context. Put the client situation up front: a supplier with a good delivery record was asked for proof of previous performance and capability, and the real question was whether the request was unique to that buyer. State the test the rest of the piece will use.
2. Show the same pressure arriving in two forms. In Northern Ireland it appears through Social Value requirements; in the Republic of Ireland through Green Public Procurement and climate-related supplier criteria. Buyers are moving past price, quality and delivery into carbon data, community impact measures, skills support and supply-chain resilience. The problem for many suppliers is not willingness: expectations, reporting requirements and terminology arrive faster than the systems or capability to support them.
3. Translate the request into an internal action list. What proof to start capturing now, what to defer, who owns it, and when investing in the capability needed to compete becomes a commercial decision rather than a technical one. This is the practical core the consultancy wants readers to act on.
4. Use AI adoption as the worked example of what follows approval. A tool solves a real problem for one team, then information needs reformatting, approvals increase, reporting expands, and other people inherit work to keep things functioning. The point for readers is that the next question after adoption is about workflow, not features — and that the full impact only becomes visible after the tool is in use.
5. Close on the governance trade-off. Formal structure, management systems and reporting buy consistency, trust and access to markets, then narrow flexibility as they become part of the credibility shown to customers, procurement teams and regulators. The practical question is how much structure is enough to keep bidding while retaining the ability to change.
Webinar format: participants bring one live buyer request and run it through the one-off-versus-baseline test on screen. The consultancy provides the audience, editing and distribution; Frank Given provides the client-derived examples, market-signal framing and live worked example. A second pass turns the article's test into a blank worksheet attendees can use on their next request.
Measurement: not reach. Track how many attendees complete the test on a real request, request the worksheet after the session, and bring a second live example to a follow-up. Those are the outcomes this material can support.
Next step before scoping terms: ask for two comparable past pieces and any audience survey or demographic data. Format, scope and compensation remain open because none of those details appears in the posts.