FRAK 2025
From scrappy year-one momentum to a polished, systems-based marketing organization.
FRAK is the Fractional Conference. Year one ran on connections and just-plain-scrappy marketing. Year two needed to be a sustainable, high-level movement. We built the team, the list, and the asset library to make it happen.
- Marketing Strategy
- Content Marketing
- Website Development
- Email Nurture
- Livestream & Podcast
- YouTube Channel
- Tech Stack & Brand Systems
/ 01 The challenge
Year one of FRAK saw great success because of well-connected leaders, momentum toward a purpose-based way of independent working, and just-plain-scrappy marketing. While year one was fantastic, in order to create a sustainable and high-level movement, the organization needed to shift, in year two, to a polished, systems-based, marketing-heavy organization. Because FRAK 2023 had been put together quickly, all marketing was done through the leaders. This meant that FRAK 2024 had a very small lead list, and, aside from a basic style guide, no marketing assets. That, paired with aggressive goals of growth, was the biggest hurdle to overcome.
/ 02 The approach
Three goals: build a team of professional marketers, build the lead list, and build the asset library. We launched 14 weeks of LinkedIn Livestreams (converted to podcasts), a new website with a full resource section, the State of Fractional Industry Report, and the State of Fractional Pulse Check. Email nurture campaigns ran in parallel for past participants, leads, and current attendees. A YouTube channel showcased the growing collection of FRAK resources. Underneath all of it, we set up the tech stack, brand standards, and a central source of truth for assets so the work could be repeated.
/ 03 The outcome
LinkedIn followers grew from approximately 100 to 1,800+. Website traffic exceeded 22,000 visits in 8 months. The State of Fractional reports generated over 1,000 new leads. The Livestream and podcast brought in another 150. Conference participation grew year over year, and FRAK had the systems in place to keep growing.
The FRAK marketing team: Casey Fuerst (Chief Marketing Officer, Tic Tac Toe Marketing), John Arms (Chief Relationship Officer, Voyageur U), and Angie Jones (Content Creator and PR, Suite Ghost).