Consulting · Marketing Strategy & Planning
A marketing plan you can follow, before any budget is spent.
We define who you are trying to reach, what you are saying to them, which channels deserve budget and how success will be measured. This is the planning layer. Running the campaigns is separate, through our marketing execution services.
Why marketing plans fail
Spend starts before the plan does
Audience described as “everyone”
Messages stay generic and no channel can be judged against a clear target.
Channels chosen by habit
Budget follows what was done last year rather than where the audience is.
No measurement agreed in advance
Results are argued about afterwards because nobody defined what success meant.
What is included
The plan, not the campaign execution
Audience and positioning
Who you serve, what they need and how you are different, in language you can use.
Offer and messaging
The core promise, proof points and the message for each audience.
Channel strategy
Which channels to use, which to skip and why, with a suggested role for each.
Campaign and budget planning
A calendar of campaigns with effort and budget ranges to decide against.
Measurement framework
Agreed measures, tracking requirements and review rhythm.
Deliverables
What you receive, and what stays outside
You receive
- Audience and positioning summary
- Messaging framework
- Channel plan with rationale
- Campaign calendar
- Measurement and tracking plan
Boundaries
- Planning only. Running ads, SEO or content is scoped separately.
- No guaranteed leads, sales or return on spend.
- Budget guidance depends on your goals and the information you provide.
- Platform rules and costs change, so the plan includes review points.
How it works
From research to a measurable plan
The plan is finished when each channel has an owner and a measure.
Review the market
Your offer, customers, competitors and past results.
Define audiences and message
Segments are agreed and messages drafted for each.
Choose channels
Channels are selected against audience, goals and capacity.
Plan campaigns
Timeline, assets, budget ranges and responsibilities.
Set measurement
Measures, tracking and review dates agreed.
Questions
Common questions
How is this different from 360° Marketing?
This service produces the plan. 360° Marketing runs the connected execution across channels.
Will you tell us how much to spend?
We give budget ranges to decide against, based on your goals and capacity. We do not guarantee outcomes.
Can you run the campaigns afterwards?
Yes, through our marketing services, scoped separately.
Do we need existing data?
It helps, but a plan can start from what you have, including a clear list of what to track first.
Want a plan before you commit budget?
Tell us what you sell and who to. We will reply with how we would structure the plan.