Thoughtful Marketing Strategy and Brilliant Execution

Daniel Martin

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About this service

Summary

Identifying why you are different and why your stakeholders should care is more important now than ever. Through my marketing strategy services, I willhelp you articulate who you are, what you stand for and why you exist, as well as assisting you in developing a strategic approach to creating, managing, distributing and optimizing content. Using my own DAWN (Differentiate and Win Now) framework, the deliverables from our engagement will be a new strategic narrative for your business, brand strategy, content strategy (including social media recommendations), a new pitch deck, and sample content and creative.

Process

Step 1: Information Download and Follow-Ups from Internal Team

• Meet with key leaders and team members to get important feedback on how they view the marketing, communications and content programs, what they want to see from these programs in the future, and what they believe about the organization and its products and services

• Understand the product/service, strategic narrative, price structure, competitive set and existing distribution model

Step 2: Audience Research, Customer Conversations, and Other Insight Gathering

• Use SparkToro, AI and manual methods to complete audience research, focused on where individuals gather online, what they search for, and demographics

• Using the strategic narrative template, gather information, insights and stats around market need, product/service value, claims and other key story elements

Step 3: Theme and Priority Development

• Create the themes and priorities for the year

• Share with the internal team for review and feedback (tip: there should always be feedback at this stage)

Step 4: Refine Themes and Priorities + Add Logistical and Tactical Items

• Refine and share the updated version of the themes and priorities

• Add the “final” themes and priorities to the content strategy template and fill in as many of the other areas as possible

• Include highlights and tags for sections that require internal team support

Step 5: In-Person or Virtual Strategy Review and Discussion

• Hold an in-person meeting to discuss any key sticking points that are not covered in comments or changes

• The goals of the meeting are to identify any areas that could slow the project down and clear any remaining obstacles

Step 6: Finalize Strategy and Begin Execution

• Finalize the document and corresponding assets and add the final version to an easily accessible company drive or intranet location

• Begin creating and publishing content

Step 7: Revisit in 6 Months

• Ask the following questions: What’s working? What’s not working? What do we know and not know? How does it feel?

• Adjust as necessary

What's included

Your Strategic Narrative
Your strategic narrative ties what you do into a bigger change in the world, so your product or service isn’t floating in the Sea of Sameness and also ties every communications and marketing and sales effort to the core purpose of your organization. When complete, your strategic narrative will form the foundation of your pitch deck and call script, and will be easily customizable for each potential customer or donor or client.
Your Content Strategy
Your content strategy is the foundation for every marketing, communications and sales effort within your organization. Creating and consistently executing against a strong content strategy is one of the only non-negotiables for any organization, as you can’t build a fire without fuel. Your strategy will explain why you're creating content, who you're creating it for, what you expect it to do, the different tactics you plan to use during the year, and a basic calendar for the next three months (updated frequently).
Your Marketing and Communications Plan
Including your strategic narrative, brand strategy, content strategy, communications plans and other elements of your marketing and communications strategy. This document is your catch-all for how you plan to communicate externally for the year ahead, and it will be the one source of truth for all internal teams to refer back to.

Skills and tools

Marketing Director

Marketing Strategist

Social Media Strategist