Project Frequency
A lifecycle email campaign for an indie film digital release.
An indie film released digitally after a festival run. Existing press coverage. Active email subscriber list. One launch announcement sent. No follow-up sequence. The subscribers who signed up to follow the journey stopped hearing from the team the moment the film became available. This is the pattern this campaign was built to break.
The Diagnosis
Before writing a single email, I mapped what the team actually had versus what they were activating. The origin story was absent from all marketing. The composer credential appeared once in the launch email, in passing. Press coverage from a major genre outlet was listed as footer links rather than leading trust signals. The film was also available free on YouTube through a licensed channel, creating a tension with the paid CTA that needed to be addressed directly rather than ignored.
The System
The Story Behind the Film
Day 0Re-engage subscribers through the origin story.
Credentials and Community
Day 4Surface press coverage and composer credential as trust signals.
Watch and Support
Day 8Name both viewing options directly. Frame the paid version as support.
What's Next
Day 14Transition the audience toward future projects. Retention over transaction.
Built in HubSpot
Marketing Email index. Four emails built in HubSpot free tier.
Static segment. Dead Interval Film Subscribers, 5 enrolled contacts.
Why This Works at Any Scale
The Dead Interval sequence was built for a specific film, but the underlying structure applies to any small creator or independent business with a launch and an existing warm audience. One announcement email is never enough. The people who signed up already showed intent. A sequence that gives them context, builds credibility, and then makes a clear ask will consistently outperform a single send followed by silence. The specific variables change. The structure does not.
Project Frequency is a demo spec built under Veratu Studio. The film and brand used in this project are fictional constructs created for portfolio purposes.