Initial Project: Marketing Strategy Foundations

Know What Your Marketing Should Be Doing. Give Your Team The Foundations To Do It.

For businesses that are already investing in marketing but aren't confident the activity, priorities or direction are right.

Marketing may be happening, but it isn't creating the impact you expected. Or you know you need to do more, but aren't sure what that should be.

The Strategy Foundation gives you an experienced independent view, sets the marketing direction and gives your team the core assets and priorities they need to move forward.

What The Project Covers

I use a focused mix of customer insight, internal knowledge and market research rather than building the strategy from assumptions.

This includes:

conversations with leadership, Sales and marketing
customer interviews
a focused review of competitors positioning
review of your existing strategy and plans, where they exist
review of a sample of your current marketing and messaging
existing reports and performance information your business can provide
review of your current team, external support and use of AI

I then turn that evidence into clear marketing decisions, recommendations and assets.

What You Leave With

1Marketing Assessment+

An independent view of where your marketing stands, where the important gaps are and what needs attention.

2Customer And Demand+

A defined Ideal Customer Profile, customer insight and category entry points based on customer research. You understand who you should focus on, why they buy, the challenges they have and the language they use.

3Positioning And Messaging+

Clear positioning, value proposition and a messaging framework your internal team, copywriters and agencies can work from. The messaging framework sets out what you need to say: the key messages, proof points and themes your team or suppliers can then turn into website, campaign and sales copy.

4Strategy And Priorities+

Clear recommendations covering: where and how to reach your priority customers; the buyer journey and what marketing needs to do at each stage; what leadership should measure to understand whether marketing is working.

5Team, Resources And AI+

Recommendations on: what your internal team should own; where agencies or specialists fit; important capability gaps; where AI could help the team achieve more.

690-Day Action Plan+

The recommendations put into a clear order, showing what should happen first, what follows and who should own the actions. It is a prioritised plan for putting the strategy into practice not a 90-day campaign plan.

7Leadership Discussion+

A session with your leadership team to walk through the findings and recommendations, answer questions and agree the direction and priorities.

Plus, Start Putting It Into Practice

The Strategy Foundation also includes:

One month of access to the BrightKeel AI marketing and AI training portal
One advisory session with your marketing lead or team

This gives your team immediate support to start using the strategy and experience the ongoing training and senior guidance available through Advise.

What This Gives You

Confidence In The Direction

Leadership has an experienced independent view of the business and a clear sense of what marketing should focus on.

Clear Priorities For The Team

Your team knows who to focus on, what to say, where marketing should concentrate and what needs to happen next.

A Better View Of What Good Looks Like

You know what to measure, where AI could help and where additional capability or support may be needed.

The Strategy Foundation sets the strategic direction and core foundations, ready for your team and suppliers to put into practice.

£10,000

Get Your Marketing On Track

The Framework Behind The Work

I use a wider framework to make sure the important parts of marketing are considered together.

Customer And Demand→ Product And Offer→ Positioning And Value Proposition→ Reach→ Convert→ Retain And Grow→ Report→ Team, Resources And AI

The Strategy Foundation focuses on the core areas needed to set the marketing direction. Other parts of the framework can be tackled later as priorities emerge.