Marketing strategy.
Generate more earned income and become less reliant on difficult-to-access grant funding, with stress-tested marketing strategies, practical marketing plans and expert mentoring for your staff.
Crafting your marketing strategy
Is your organisation short on strategic marketing capacity and unclear about how best to apply commercial methods to your purposeful business or charitable context?
Marketing is more than just a website and some social media action. It’s about zooming in on a very specific group of people, showing them how you can help them, and building their trust.
That’s harder than it sounds: it’s all too easy to bang on about how great your services are, without telling people which of their problems you’ll fix. And it’s focusing on fixing their problems that’ll present you as the trustworthy expert that you are, and that they need.
My process delivers marketing strategies rooted in five practical areas: your target audiences, current business situation, strategic objectives, current marketing arrangements, and the most suitable tactics to achieve your goals.
These areas then guide a pragmatic marketing plan that’s sized according to your available resources, financial considerations (realistic costs, your ROI expectations and budgets availability) and target metrics.
Which organisations have I helped?
Groundwork is a federation of trusts that operates across the UK. They asked me to help build a national marketing strategy and a plan for their Green Doctor service.
Green Doctor provides energy-saving advice and practical help for Housing Associations and Local Authorities across the UK. Many of Groundwork’s local trusts deliver Green Doctor but its national footprint was in its infancy.
The first step in my plan was to develop a national micro-site within Groundwork’s main website. I then oversaw the delivery of a 9-month content marketing pilot. This was based around free lunchtime webinars delivered by Green Doctor experts and promoted mainly by email. It delivered a steady stream of new business enquiries; plans are currently afoot to embed ongoing marketing into the organisation.
After the success of my national marketing strategy for Green Doctor, Groundwork asked me to do the same thing for their Landscape Architecture service. The strategy and plan are complete and we’re just beginning to work on the delivery. Watch this space!