Service
Marketing Strategy & Planning
Most marketing problems presented as channel problems are not. They are offer problems, targeting problems or measurement problems. Strategy work is where we find out which one you actually have.
What it is
Marketing Strategy & Planning, defined plainly.
This is the planning work that sits above individual channels: who you are selling to, what you are offering them, which channels can reach them economically, how much each should receive, and how you will know whether it worked.
It can be a standalone engagement or the first phase of ongoing work. Either way the output is a document you own, not a deck we present and take away.
The problem
The problem this solves
Marketing spend without a plan tends to follow whoever called most recently — a bit on Facebook, a bit on Google, a boosted post, a directory listing. Individually none of it is wrong. Together it has no logic, no priority and no way to be judged.
The second problem is the opposite: a business that commits heavily to one channel because it worked once, and keeps spending after the conditions that made it work have changed.
What we do
The actual work, itemised.
Everything below is included in a marketing strategy & planning engagement. If something here is not relevant to your business, we say so and take it out rather than billing for it.
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Business and offer review
Margins, capacity, average order or client value, sales process and what your current customers actually bought. Strategy without these numbers is guesswork.
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Audience definition
Who is worth reaching, where they are, what they are comparing you against, and what would make them choose you.
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Positioning and message
A clear statement of what you do and who for, written so it can be used in ads, on the website and by your own team.
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Channel selection
Which channels fit the business, and which we recommend leaving out. A shorter plan executed properly beats a complete one executed thinly.
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Budget allocation
A split across channels and activities, with a minimum viable spend per channel so nothing is funded too thinly to produce data.
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Measurement framework
The metrics that will define success, how they will be tracked, and what result would justify increasing or stopping spend.
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Roadmap
A sequenced plan — what happens in the first month, the first quarter, and what depends on what.
Who it suits
A good fit if you are…
- Businesses about to increase marketing spend meaningfully
- Companies running several channels with no clear view of which is working
- New businesses and new locations launching from zero
- Businesses whose previous agency relationship did not work out
- Founders who want to understand their own marketing before delegating it
Process
How the engagement runs.
- 01
Discovery
A working session on the business: what you sell, to whom, at what margin, and what you have already tried.
- 02
Research
Competitor and market review, search demand, current performance data, and what your existing customers have in common.
- 03
Draft
Positioning, channel plan and budget allocation drafted and sent to you before any presentation.
- 04
Review
We go through it together, argue about it where necessary, and adjust.
- 05
Finalise
The plan, the measurement framework and the roadmap delivered as documents you keep.
- 06
Execute
Either we run it, or your team does with the plan as the brief. Both are fine.
Outcomes
What we measure, and what we will not promise.
A strategy engagement produces documents, decisions and a starting point, not performance figures. What you end up with:
- A written positioning and offer statement you can actually use
- A channel plan with reasoning, including what was deliberately excluded
- A budget allocation with a rationale per line
- Defined success metrics agreed before spending starts
- A sequenced roadmap with owners and dependencies
Next step
Start with the plan.
If you are not sure where your budget should go, this is the conversation to have first.
Prefer email? r.marrian27@gmail.com
Often combined with
- 05 Analytics & Reporting Tracking that reflects reality, and reporting that tells you what to do next.
- 01 Meta Ads Facebook and Instagram campaigns built around leads, bookings and sales, not reach for its own sake.
- 02 Google Ads Search, Performance Max, Display and YouTube campaigns aimed at people already looking for what you sell.