Marketing
Channel strategy and content that make an organisation legible to the people it needs to reach.
Scope of the practice.
Positioning and message
Working out what the organisation is actually claiming, who it is claiming it to, and how to say it in one sentence. Positioning is settled before any content is produced, because content written ahead of positioning has to be rewritten.
Channel plan
Which channels are worth an organisation's time, what each one is for, and how often it has to be fed. A channel that cannot be sustained is worse than no channel at all.
Content production
Editorial calendars, written and visual assets, and a documented tone of voice so the output stays consistent when more than one person produces it.
Personal and executive branding
Building a professional public profile for named individuals who have chosen to be public, kept separate from the corporate accounts and governed by its own rules.
Measurement
Agreeing what the work is being judged on before it starts, and reporting against that rather than against whatever is easiest to count.
What an engagement usually includes.
- Positioning and messaging framework
- Channel strategy and editorial calendar
- Content production and tone-of-voice guidance
- Optional executive or personal branding programme
- Reporting against agreed measures
What this is not.
Marketing is quoted and scheduled separately from website work. Where both are commissioned they are sequenced, not bundled: the website is scoped on its own terms first.
Every engagement starts with a written scope that states what is included, what is not, and the criteria the work will be accepted against.
Start with a conversation.
A consultation is a scoped conversation about what you need, not a sales call. You will leave it knowing whether this is the right practice for the work.