Too many marketing plans end up in a drawer. They take months to build, run too long, and ask more of your team than it can deliver.
I've built strategic plans for national and global brands. For smaller firms, I bring the same proven principles, but I work faster and keep the plan simple, so you can start winning customers in weeks, not months.
1. Clear goals. Specific, measurable goals tied to your business objectives.
2. Readiness. An honest look at your staff, budget, and leadership expectations.
3. Your ideal customer. Who your best customers are, what they need, and how they buy.
4. Messages that work. What sets you apart, in words your customers care about.
5. A realistic budget. Spending matched to your goals, so every dollar has a job.
6. Sales alignment. A clear path from marketing lead to closed sale.
7. The right channels. Where to reach your customers, from Google Ads to events to social.
8. Measurement. A few metrics that show whether the plan is working, reported simply.
1. Kickoff. A working session with your leadership team to align on vision and goals.
2. Foundation. I assess your current marketing, define your ideal customer, and review your competitors.
3. Strategy. You get a one page brief ranking your biggest opportunities, followed by a practical plan.
4. Activation. I stay involved as your team puts the plan to work: guiding content and campaigns and reporting monthly on early results.
5. Handoff. You receive a marketing playbook with step-by-step workflows your team can run.
Professional services and consulting firms, senior living organizations, B2B manufacturers and distributors, and nonprofits. In short, any organization that knows it needs to market more effectively but isn't sure where to focus.
A consulting firm serving senior living organizations wanted to build awareness and win new business, but had never had a formal marketing plan. We started with a visioning session, then defined its ideal clients, mapped the competition, and set shared goals. From there we built a content, event, and speaking strategy aimed at its best prospects designed so the firm's own team could carry it forward.
If your team needs a leader as well as a plan, I also serve as a fractional marketing director.
Tell me about your business and goals. I'll give you an honest first read on where your marketing stands and where the biggest opportunities are.
