TR05 — 14-Day Campaign Cadence
Window: Thu 18 Jun — Thu 2 Jul 2026. Submission deadline 12:00 noon, Tue 21 Jul.
Targets: 10 trusts. Realistic conversion: ~3 conversations → ~1–2 commitments → ~1 letter received. Plan for one, hope for two.
Wave logic: Wave 1 (warmest five) goes out Day 1. Wave 2 (remaining five) goes out Day 4 — this protects bandwidth, and we learn from Wave 1 responses before sending Wave 2.
Wave assignments
Wave 1 (Day 1, Thu 18 Jun) — best-fit / warmest angle:
- UHB (PIONEER academic warmth)
- Imperial (iCARE evidence fit)
- Chelsea & Westminster (pilot culture)
- Northumbria (WardFlow operational fit)
- Leeds (engineering-peer)
Wave 2 (Day 4, Mon 22 Jun) — needs more care or fit is indirect:
- GOSH (research, careful framing)
- Moorfields (Atlas angle)
- Royal Free (governance-first tone)
- MFT (large, slow, but high-fit)
- NHS Lothian (Scottish anchor, sovereign angle)
Day-by-day cadence
| Day | Date | Action | Channel | Variant | Notes |
|---|---|---|---|---|---|
| 1 | Thu 18 Jun | Send Wave 1 cold emails (CCIO) + LinkedIn connect | Email + LinkedIn A1/A3 | Email (a) or (b) | 5 trusts |
| 2 | Fri 19 Jun | LinkedIn DM (B1/B3) to any Wave 1 connects accepted | DM B1/B3 | — | |
| 3 | Mon 22 Jun | Send Wave 2 cold emails + LinkedIn connect | Email + LinkedIn | Email (a) or (b) | 5 trusts |
| 4 | Tue 23 Jun | Wave 1 follow-up email (Day 3 no-response) | Variant (c) | Only to non-responders | |
| 5 | Wed 24 Jun | Confirm any meetings booked; send Variant (d) | Variant (d) | + brief 24h before call | |
| 6 | Thu 25 Jun | Wave 2 follow-up + LinkedIn DM to Wave 2 connects | Email + LinkedIn | (c) + B1/B2 | — |
| 7 | Fri 26 Jun | Mid-campaign review; escalation decisions | Internal | — | KPI scorecard checkpoint |
| 8 | Mon 29 Jun | Second follow-up (LinkedIn short prompt) to silent Wave 1 | C1 or C2 | Max one prompt only | |
| 9 | Tue 30 Jun | Send draft letter to any verbal-commit trusts | Template A or B | Pre-fill with their details | |
| 10 | Wed 1 Jul | Final follow-up to silent Wave 2 | C3 | Closing-loop tone | |
| 11 | Thu 2 Jul | Letter chase: signed PDF requested | Light personal note | Polite urgency | |
| 12 | Fri 3 Jul | Final letter ingestion; integrate into bid | Internal | — | — |
| 13 | Mon 6 Jul | Final bid review with letters included | Internal | — | — |
| 14 | Tue 21 Jul | Submission deadline (12:00 noon) | — | — | Send thank-you notes to all signatories |
Decision points
- Day 4 (Tue 23 Jun): If Wave 1 has produced zero replies, retune subject lines and opening sentences before Wave 2 second touch. The likely failure mode is overly vendor-y framing.
- Day 7 (Fri 26 Jun): If total conversations < 2, escalate via advisor network — ask BritiAI’s advisory bench for personal intros to any of the 10 trusts. This is the moment to use social capital.
- Day 9 (Tue 30 Jun): If zero letters committed, soften the ask to “single sentence by email” universally. A defensible email quote is better than nothing.
- Day 11 (Thu 2 Jul): If still zero letters, pivot bid narrative to lean on Beever ACL 2025 evidence and sovereign-by-design rather than trust references, and consider one letter from a non-trust public-sector body (e.g. an ICB digital lead, an AHSN) as a backstop.
Escalation paths
| Trigger | Path |
|---|---|
| No response after 2 touches | Advisor/board personal intro request |
| Meeting accepted but no letter ask traction | Offer Variant (d) brief; pivot ask to “sentence by email” |
| Hard “no” from CCIO | Try Director of Digital or COO via different angle (esp. Northumbria, MFT) |
| Trust says “interesting but governance review needed” | Provide DPIA-ready one-pager; accept this won’t land in-window; ask for short interim acknowledgement |
| Zero letters by Day 11 | Activate backstop: ICB / AHSN / academic partner letter |
Daily KPI scorecard template
Update by 17:00 each working day. Keep in 09_TrustOutreach/_tracker.md or a shared sheet.
Date: ____________
Touches sent today: ___ (email ___ / LinkedIn ___)
Cumulative touches: ___ / target 40 (4 per trust avg)
Responses received today: ___
Cumulative responses: ___ / expected ~3-4
Meetings booked today: ___
Cumulative meetings: ___ / expected ~2-3
Verbal commitments today: ___
Cumulative commitments: ___ / expected 1-2
Signed letters received: ___
Cumulative letters: ___ / target ≥1
Hard 'no' today: ___ (close loops gracefully)
Notes / blockers:
-
-
Per-trust tracker rows:
Trust: ___________
Wave: ___
Primary contact: ___________
Channel last used: ___________
Last touch date: ___________
Last touch variant: ___________
Status: [cold | connected | responded | meeting | verbal | letter | declined]
Next action: ___________
Owner: ___________
Tone reminders
- Respect their time. Every email and DM should give the recipient an easy exit.
- Never imply the trust is endorsing a product. Always frame as awareness of capability and intent to evaluate.
- “Not at this time” is a successful close — log it, thank them, do not re-prompt.
- Internal language: refer to this campaign as outreach, not lead-gen.