Crafting impactful brand messaging across diverse channels. I collaborate with organizations to develop customized marketing plans that are rooted in your goals and tailored to your unique audience segments. By building a purpose-driven strategy, we ensure that every initiative reinforces your brand and amplifies your message.
What is marketing strategy?
A marketing strategy is a comprehensive plan that outlines how your organization will reach and engage its target audience to achieve specific objectives. It involves understanding audience needs, defining clear goals, and determining the most effective channels and tactics to communicate your value proposition. Aligning your marketing efforts with your organization's mission ensures that each initiative contributes to your overarching objectives
A marketing strategy is a comprehensive plan that outlines how your organization will reach and engage its target audience to achieve specific objectives. It involves understanding audience needs, defining clear goals, and determining the most effective channels and tactics to communicate your value proposition. Aligning your marketing efforts with your organization's mission ensures that each initiative contributes to your overarching objectives
How do we build one?
Developing a solid marketing strategy is like crafting a roadmap tailored to your organization. We begin by understanding your purpose and audience, ensuring every step aligns with your unique goals. Through a flexible, collaborative, multi-phased approach, we can adapt our plan to fit your evolving needs, setting the stage for meaningful engagement and growth.
Developing a solid marketing strategy is like crafting a roadmap tailored to your organization. We begin by understanding your purpose and audience, ensuring every step aligns with your unique goals. Through a flexible, collaborative, multi-phased approach, we can adapt our plan to fit your evolving needs, setting the stage for meaningful engagement and growth.
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Case Study: Empowering a Community Foundation
To illustrate this approach, here is an overview of a project with a Vancouver-based community foundation. Together, we developed a sustainable marketing plan to amplify their core messages and reach a broader audience through tailored content. My experience with community foundations provided targeted insights and strategic direction, which I’m excited to offer to similar organizations for high-level strategy projects.
To illustrate this approach, here is an overview of a project with a Vancouver-based community foundation. Together, we developed a sustainable marketing plan to amplify their core messages and reach a broader audience through tailored content. My experience with community foundations provided targeted insights and strategic direction, which I’m excited to offer to similar organizations for high-level strategy projects.
Project Highlights:
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brand development
Refined the foundation's brand identity to resonate with diverse audience segments.
Refined the foundation's brand identity to resonate with diverse audience segments.
competitive analysis
Assessed the landscape to identify opportunities for differentiation.
Assessed the landscape to identify opportunities for differentiation.
persona mapping
Developed detailed audience personas to guide targeted messaging.
Developed detailed audience personas to guide targeted messaging.
content development & copywriting
Crafted compelling narratives to engage stakeholders.
Crafted compelling narratives to engage stakeholders.
project management
Coordinated efforts to ensure timely and effective execution.
Coordinated efforts to ensure timely and effective execution.
Deliverables:
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phase reports
Provided detailed insights at each stage of the project.
Provided detailed insights at each stage of the project.
marketing plan
Outlined strategies and tactics aligned with organizational goals.
Outlined strategies and tactics aligned with organizational goals.
Board presentation
Presented findings and strategies to the foundation's board for alignment and approval.
Presented findings and strategies to the foundation's board for alignment and approval.
content calendar
Scheduled communications to maintain consistent engagement.
Scheduled communications to maintain consistent engagement.
Phase 1:
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Audience Identification & Journey Mapping
We began by defining clear audience segments and goals. Through brainstorming and discovery sessions, we identified five key segments. From there, we mapped a detailed “Fundholder Journey,” which illuminated how each segment interacts with the foundation and moves toward becoming a fundholder.
We began by defining clear audience segments and goals. Through brainstorming and discovery sessions, we identified five key segments. From there, we mapped a detailed “Fundholder Journey,” which illuminated how each segment interacts with the foundation and moves toward becoming a fundholder.
Phase 2:
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Goal-Centered Messaging & Strategy Development
Building on these insights, we established targeted goals for each audience segment, aligning them with specific messaging and education strategies. We developed 7 actionable strategies, including feature stories, targeted newsletters, and social media campaigns. To add depth to these strategies, we created audience personas representing each fundholder type, ensuring content resonated with real-life motivations and values.
Building on these insights, we established targeted goals for each audience segment, aligning them with specific messaging and education strategies. We developed 7 actionable strategies, including feature stories, targeted newsletters, and social media campaigns. To add depth to these strategies, we created audience personas representing each fundholder type, ensuring content resonated with real-life motivations and values.
Phase 3:
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Content Scheduling & Distribution
In the final phase, we developed a comprehensive content calendar to structure the foundation's messaging over the next year. This calendar included monthly themes, target personas, and specific channels, providing a roadmap for sustained strategic content efforts. It also included a section for “additional messaging” ideas beyond the calendar year, enabling flexibility for future content needs.
In the final phase, we developed a comprehensive content calendar to structure the foundation's messaging over the next year. This calendar included monthly themes, target personas, and specific channels, providing a roadmap for sustained strategic content efforts. It also included a section for “additional messaging” ideas beyond the calendar year, enabling flexibility for future content needs.
This project equipped the foundation with a robust content plan, positioning them to communicate more effectively with a diverse audience base. The collaborative process helped them identify and prioritize key messages, strengthening their community impact and brand clarity.
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Ready to elevate your marketing strategy?
Together we'll create a customized plan that resonates with your audience and amplifies your impact.