marketing.
How Zeal shows up in the world. Content, social, campaigns, PR, photography and video — the practical application of OS-03 brand, week to week.
the short version.
Marketing isn’t just Sian’s department. It’s how the brand shows up in the world — through planned, consistent, intentional content.
Everyone at Zeal contributes to marketing when they share work, talk about Zeal externally, or produce content that represents us. This playbook sits downstream of OS-03 brand — that defines what we stand for and how we sound; this defines how we apply it.
Sections marked in development are tracked in the Processes subfolder of the Marketing playbook in Dropbox. They’ll move into this page as they’re drafted.
content pillars.
Zeal’s content strategy is built around four pillars. Each one earns its place by answering a question the audience actually has — not the question we want to answer.
process
The thinking, the craft, the standards. Behind the scenes — not as performance, but as evidence.
people
The team, the culture, the human side. Why Zeal feels like Zeal — from the inside.
proof
The work itself. Projects, films, stills, case studies. Let the work do the shouting.
brand
The point of view. Where Zeal lands on the issues that matter to clients, peers and the wider industry.
Expand each pillar with worked examples and guidance — what counts, what doesn’t, and how the pillars rotate across a quarter so no single pillar dominates.
owner · Sianbrand lines & boilerplate.
The core brand lines, tagline and boilerplate are defined in OS-03 brand. This section covers how and when each is used in marketing activity — which line works in which context, how boilerplate adapts for short, medium and long-form proposals, and where tone shifts for different audiences.
Document the application rules for brand lines across marketing channels and proposal contexts — with worked examples per audience.
owner · Siancampaign themes.
Recurring campaign themes and how they align with the content pillars — so big moments aren’t invented from scratch every time.
Document recurring campaign themes and how they align with the content pillars. Includes a quarterly campaign calendar template.
owner · Siancontent creation process.
The workflow for creating, reviewing and publishing brand content — from idea capture through to scheduled post.
Document the workflow for creating, reviewing and publishing brand content — including review responsibilities and the relationship to PB-02 creative.
owner · Siansocial publishing workflow.
The publishing process, approval steps and scheduling tools — the bit that turns a finished asset into a post that lands.
Document the publishing process, approval steps, and scheduling tools. Includes the playbook for handling client tags, location tags, and credit lines.
owner · SianPR & press process.
How PR opportunities are identified, managed and executed — including how to share the thinking behind the work, not just the work itself.
Document how PR opportunities are identified, managed and executed — including the relationship with industry publications and the press kit.
owner · Sianphotography & video standards.
Standards for photography and video — technical specifications and brand guidelines, so what we capture in the room matches what we’d want the world to see.
Document standards for photography and video — technical specs (frame rate, resolution, audio, colour) and brand guidelines (composition, talent, lighting). Cross-references to OS-03 brand.
owner · Sian
social media approach.
Strategy, platforms, posting frequency, content mix. The week-to-week shape of how Zeal lives on social.
Document the social media strategy, platforms, posting frequency and content mix — including how the four pillars rotate.
owner · Sian