Dominion's Agency Playbook

With a bold new brand identity in tow, Dominion had a promise to deliver on: make print the easiest part of any project. More than simply paying lip service to its new messaging, it needed a strategy that would help turn ambition into action, positioning the business as a proactive partner that actively reduces print headaches for marketing agencies and creative teams alike. In doing so, the goal was to generate 20 high-quality leads in the sector.

However, in such a competitive landscape – with multiple print suppliers constantly vying for attention and bustling environments to cut through – this would be no small feat. Not to mention, as Dominion’s first campaign since its new identity took shape, the stakes were high to create a truly compelling and cohesive framework that would land with genuine authority and intent. 

The playbook itself covered everything from the belief-winning benefits of large-format print to material selection, expert planning tips, and ensuring flawless execution from proof to production. Designed to be rich yet digestible, it delivered practical value for time-poor project managers, with bonus assets inside to make the print management process even simpler. Meanwhile, real-life case studies, such as Coldplay and River Island, added a crucial layer of social proof to build trust and credibility that reinforced Dominion’s delivery. 

But this content didn’t exist in isolation. To strengthen visibility and value, we built a fully connected campaign ecosystem around it. A six-week LinkedIn Ads campaign targeted agency decision-makers, driving traffic to the gated landing page and generating a steady stream of warm leads for the sales team to nurture. Organic social media played a complementary role, blending playbook-led content with cultural moments, team insight, and on-the-ground expertise to build credibility in a more natural and human way.

Most importantly, the campaign delivered where it mattered. The gated agency playbook generated 94 downloads in the initial launch – a strong response against a target of 20 qualified leads – building a healthy pool of genuinely engaged prospects into Dominion’s hands.

Alongside lead generation, there was a clear lift in how the brand was being seen and interacted with too. In the month following campaign launch, LinkedIn interactions rose by 170%, with reach increasing by 49%. Instagram followed suit, with a 38% uplift in interactions and an 88% increase in reach. While not attributable to a single touchpoint alone, the results reflect the impact of a more consistent and confident presence across channels.

Ultimately, rather than a short burst of activity, this campaign established a more cohesive way of showing up after the rebrand. By combining an educational – and genuinely useful – anchor resource with on-site content, organic and paid social, and supporting email collateral, Dominion was able to carry momentum forward with clarity and intent. The result is a brand that not only looks the part, but actively delivers on its promise – strengthening visibility, building authority with agency audiences, and creating a steady flow of opportunities for the team to nurture.