United Way Techathlon Marketing Collateral

Marketing Strategy

What we do

Right message, right audience, right time. Done! Nailed it! It sounds simple but the reality is, it takes research, thoughtful strategy and woolly mammoth-sized ideas to create a successful marketing campaign. In short, you need a plan and a team that can execute on it. Without these things, you’re essentially throwing darts at the board, blindfolded, under water, and hoping to hit the bullseye. So let’s talk about our approach to marketing and how we can help your company take proper aim.

It starts with our people. Our strategic team has extensive experience working at large advertising agencies in major markets like Vancouver and Calgary. We’ve worked on national campaigns for recognizable brands like Toyota Canada, MEC, London Drugs, Finning, and SunRype. We’re not just name-dropping to brag. The takeaway here is that you get the big ad agency expertise, without the big ad agency cost.

Our combination of graphic design and copywriting skills and digital marketing know-how are core to our marketing offering. We know that no two brands and no marketing strategies are alike. We take a deep dive into your business’ goals, competitive landscape, and unique benefits to create a concept that reflects what you’re all about. And more importantly, what your customers/partners/donors/investors care about.   

  • Goals

    Defining Objectives

    We'll start with an in-depth discovery session to learn more about your business and lock down the objectives.

  • Advantage

    Competitive Analysis

    We’ll look at what your competitors are doing well, where they’re falling short, and what claims they’re making to ensure your brand is differentiated.

  • Create

    Campaign Concepts & Creation

    The ideas will start flowing. We'll present only the ideas that best relate to the project objectives we've developed together.

  • Optimize

    Marketing Channels

    We’ll recommend the channels that will you help you achieve your marketing goals. It’s crucial that these channels are natural to the type of product you offer and where you customers are.

Brain Bright Day Poster, with girl on bike and brain overlay; highlighting marketing strategy Braintrust Brain Bright Day poster with brain overlay on helmeted skateboard rider

Goals

Let’s define those goals, shall we?

Before we travel down the road of concepting, it’s important to know where we’re trying to get to and why. For us, this involves an in-depth discovery session to learn more about your business and lock down the objectives. Critical to this process is deciding how success will be measured. We’ll help set up key metrics to make sure that your marketing efforts stack up against the predefined objectives. What is the desired action you want your audience to take? Visit a website? Sign up? Pick up the phone? Engage on social? The answers to these questions will greatly influence the approach.

We’ll consolidate the info from our discovery session into a project brief – a concise one-pager that will become our blueprint for the strategy and creative concepts.

“You can’t look at the competition and say you’re going to do it better. You have to look at the competition and say you’re going to do it differently.
Steve Jobs

Advantage: You

Sizing up the competish.

Another highly influential factor in your marketing strategy is the competitive landscape. We’ll look at what your competitors are doing well, where they’re falling short, and what claims they’re making. We’ll summarize the common trends among your competitors and identify the opportunities that exist in the space. If everyone is zigging, we’ll help you take a zag-first approach.

What’s that you say, you don’t have any competition? It’s definitely possible. Your product or service could be so cutting and unique that you don’t have any competitors…yet. In that case, we’ll look at the barriers to entry for using your product or service and figure out what we can do to overcome them. In all likelihood you probably do have some competition, or you will soon.

Stand Out

What’s the difference?

We often come across industries where all competitors claim to be the best. So how can your company claim to be better than the best? The opportunity here is to show (not tell) what makes your company, your process, your products better. It’s sort of like walking into a party and announcing that you’re the “cool one”. If you have to say it, are you really that cool? We’ll work with you to identify the things that make your company different. Your unique selling proposition (USP), if you will.

Identifying the key messages and their priority order is the next logical step in differentiation. Once we know exactly what we’re communicating, it’s much easier to come up with how we’ll do it.

Techathlon Marketing Strategy advertisement spreads on blue background

Concepts

Insert bright ideas here.

The ideas will start flowing in. Some of them will be great, and others not so much. That’s ok, there’s no filter at that stage. Our approach is to explore all avenues and leave no stone unturned. Sometimes crazy ideas turn into not-so-crazy ones.

With a bounty of ideas to choose from, we’ll start to narrow concepts down to those that best align with the strategy and bring in your team to review them. Remember earlier when we talked about the project brief being the blueprint for creative concepts? Re-looking at this brief is a great way to qualify and validate the concepts against our established objectives.

Advanced WP Branded Box for Marketing Strategy

Targeted

Channeling your inner customers.

We’ll recommend the channels that will you help you achieve your marketing goals. It’s crucial that these channels feel natural to the type of product you offer and where you customers are. For example, you won’t see a billboard for a company like AdvancedWP because people generally don’t look for web hosting options while driving. You might see some well-placed ads though when online users are actively searching for hosting options, or promotional materials at Colab spaces and other start-up hubs. Budgets also need to be considered (sorry, no Super Bowl commercial this year) and we’ll be sure to recommend the channels and networks that deliver the most bang for your buck

The best marketing doesn’t feel like marketing. Tom Fishburne

Digital Marketing

Spoiler alert! Digital is a big part of the plan.

It’s no secret that we think digital marketing channels have huge upside compared to costly mainstream media. As a digital-first agency, you can bet that part of your marketing strategy will focus on online channels. Not only is digital marketing highly flexible in terms of spend, it’s also highly targeted. So we can focus different messages on your different audience segments. Customers in Kelowna vs. Investors in Toronto – we can customize the message to reach them both.

The other great thing about digital is that it’s easy to measure. You’ll get to see results pretty quickly, and together we’ll adapt and optimize the campaign as we go.

Get Started

Let’s make marketing magic.

You have an amazing business, and we have the insight and tools to show it off. Let’s talk about how we can kick-start your marketing.