Direction before execution.
Strategy gives digital marketing a reason. We help organizations define objectives, understand audiences and make clear choices about where to focus.
Discovery
Discovery is where we build a shared understanding of the business. We talk with the people closest to customers and decisions, review existing materials, and look at the current digital presence: the website, channels in use, content and any available performance information.
- Stakeholder conversations and objective setting
- Review of current website, channels and content
- Inventory of available data and how it is collected
- Documentation of assumptions and open questions
Audience considerations
We define a small number of practical audience groups based on their situation, needs and the questions they bring. The aim is not an elaborate persona deck but a description that helps teams make better choices about messaging and channels.
- Needs, motivations and potential hesitations
- Where each audience looks for information
- What each audience needs to know before acting
- Differences between new and existing customers
Competitive landscape
A focused review of how alternatives present themselves helps identify where messaging is crowded and where there is room to be clearer. We look at positioning, website structure and visible digital activity, without speculating about results we cannot see.
- Positioning and messaging themes
- Website and landing-page approaches
- Visible search and social presence
- Opportunities for clearer differentiation
Channel planning
Each channel is given a defined role, such as capturing existing demand, introducing the business to new audiences, or supporting existing customers. Channels without a clear role are questioned rather than assumed.
- Role of search, social, email and web
- Organic and paid considerations
- Sequencing and priorities over time
- Resourcing and practical constraints
Messaging
We develop a messaging framework that expresses what the business offers, for whom and why it matters, in language audiences recognize. It becomes a reference for creative, content and web work.
- Core proposition and supporting points
- Audience-specific emphasis
- Proof points that are accurate and supportable
- Tone of voice guidance for digital channels
Campaign architecture
For campaign work, we map how audiences, messages, channels and destinations connect. This structure makes campaigns easier to build, manage and review.
- Campaign and audience structure
- Message-to-landing-page alignment
- Timing and phasing
- Naming conventions for consistent reporting
Measurement planning
We agree on what progress looks like and how it can be observed. That includes which outcomes to track, how tracking respects privacy choices, and the rhythm for reviewing results.
- Defined outcomes and supporting indicators
- Tracking requirements and checks
- Baselines where historic information exists
- Reporting format and review schedule
What strategy work typically produces
Outputs are shaped by the scope we agree, and are written to be used by the people making everyday decisions.
- A strategy document
- Objectives, audiences, channel roles, priorities and how progress will be reviewed, in a concise format.
- A messaging framework
- The core proposition, supporting points and guidance for adapting messages across channels.
- A prioritized plan
- Initiatives sequenced by relevance, effort and confidence, with small tests where assumptions are uncertain.
- A measurement plan
- Defined outcomes, tracking requirements and a reporting rhythm.
Start with a
clear direction.
Tell us what you're working on and where you would like to go next.