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Marketing Strategy

Take a more focused and impactful approach to your marketing

What is Marketing Strategy, and why is it important?

Marketing strategy gives you the clarity and direction needed to cut through complexity and focus on what truly drives growth. Combining insight, audience understanding, planning and experience design, we help you make smarter choices about where to invest, who to focus on and how to stand out.

The result is a shared strategic framework that aligns teams and partners around clear priorities and measurable outcomes. You also get a joined-up plan that turns marketing effort into sustainable business impact.

What is Marketing Strategy, and why is it important?

Marketing strategy gives you the clarity and direction needed to cut through complexity and focus on what truly drives growth. Combining insight, audience understanding, planning and experience design, we help you make smarter choices about where to invest, who to focus on and how to stand out.

The result is a shared strategic framework that aligns teams and partners around clear priorities and measurable outcomes. You also get a joined-up plan that turns marketing effort into sustainable business impact.

The benefits

  • A shared marketing direction that gets everyone in your team on the same page.
  • Stronger planning and focus. Our data-led marketing plans focus investment on the customers, markets and channels with the most potential.
  • Improved conversion and impact. We use insight to optimise your journeys, content and engagement.
  • Smarter use of data and budget to sharpen decision-making and eliminate wasted spend.
  • A clear roadmap that balances short-term performance with long-term brand strength to deliver sustainable, scalable impact.

Our approach:

Here’s how we’ll work with you to turn your marketing tactics into a clear and coordinated system.

Step one

Setting the direction

We’ll discuss your priorities, challenges and ambitions, and define the role that marketing needs to play.

 

 

Step two

Grounding decisions in insight

Combining performance data, audience research and brand measurement, we’ll create a robust evidence base for your strategy.

 

Step three

Defining your audiences and positioning

Through segmentation, targeting and positioning, we’ll clarify who you’re targeting, where to focus and what your proposition should be.

Step four

Aligning planning across teams

We’ll create a consistent planning framework and work with your teams to build joined-up, insight-led marketing plans.


 

Step five

Strengthening journeys and conversion

We’ll identify those key decision points where experiences and communications can reduce friction and strengthen engagement.

Step six

Turning strategy into action

We’ll then deliver a clear roadmap with priorities, ownership and measures, so the strategy can be implemented, embedded and evolved.


 

Meet our experts:

Vicky Conroy

Vicky Conroy

As Consultancy and Insight Lead, Vicky leads our team of 15 consultants and strategists with expertise in areas including marketing, brand, creative, market research and data science. As a Higher Education specialist, Vicky delivers and implements effective and innovative strategic solutions to overcome marketing and recruitment challenges for our university clients.

Ed Layt

Ed Layt

Leading a team of 15 consultants and strategists, Ed has a deep understanding of both the challenges of the education marketplace as well as the realities of working within an institution. With over 18 years of education experience, he’s delivering marketing consultancy projects with more than 100 further and higher education institutions.

Aimee Kleinman

Aimee Kleinman

Aimee has more than 15 years’ marketing, communications and student recruitment experience in higher education, having previously worked for a number of universities, leading the development of UK and international recruitment strategies. As a Lead Marketing Consultant, her areas of expertise are brand positioning and international recruitment strategy.

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