Service 06 · Channel and budget planning

A marketing plan for who to reach, where and when.

We choose where to reach your customers, such as Google, social media, email or billboards. Then we split the budget. You get a 12-month plan with an owner and a measure for every campaign.

Start a strategy project See how it works
Typical length
6–8 weeks
Scope
Audience · channels · budget · measurement
Standard
Owners and measures attached
Reach plan · 8 weeksYour company

An illustrative reach plan for 5 moments, from scrolling to using. Each shows channels, share reached and how often, by customer group.

First-time buyers · reached 3+ times 54% · average views 4.2Comparing options · reached 3+ times 61% · average views 5.8Existing customers · reached 3+ times 72% · average views 3.1 Illustrative

What we offer · 6 parts

6 questions every marketing plan must answer.

We answer each one from your data. The plan holds even if your budget or marketing head changes.

Orange and blue sticky notes arranged in columns on a whiteboard plan
  1. 01

    Who to reach, now and later

    Who buys now, who buys later and what each group needs to hear.

    Buyers now · later
  2. 02

    Buying steps & channel roles

    Each buying step and each channel’s job. No channel is kept out of habit.

    A job per channel
  3. 03

    What to say, in what order

    The message, proof and offer that move buyers from each step to the next.

    Step by step
  4. 04

    How to split your budget

    Spend split across brand building, ready buyers and repeat buyers, with bigger and smaller options.

    Budget options
  5. 05

    How results are measured

    How each result is counted, where its figures come from and reports from weekly to quarterly.

    Agreed counting rules
  6. 06

    Meetings, owners & decisions

    Who decides what, which meetings you hold and how work joins or leaves the plan.

    Owners · meetings

How it works · 4 stages

8 weeks from your data to an agreed plan.

We build the plan with the people who will run it.

  1. 01

    Wk 01–03

    Discover

    We study past results, sales, web data, research and your market. We add what your team knows but cannot prove.

    • Results review
    • Customer groups
    • Market overview
  2. 02

    Wk 03–06

    Decide

    Together we agree who to reach, each channel’s job, the message and the budget split.

    • Channel role map
    • Message order
    • Budget split
  3. 03

    Wk 06–07

    Plan

    We turn these choices into 12 months of themes and campaign dates. You approve each owner and measure.

    • 12-month plan
    • Campaign calendar
    • List of measures
  4. 04

    Wk 07–08

    Launch

    We set up dashboards and meetings, then hand over to your teams. The plan starts in your next work cycle.

    • Reporting dashboard
    • Meeting schedule
    • Team handover session

Example · channel role map

Channel roles, budget and measures on one page.

One job per channel. Screens marked Illustrative are examples, not client results.

Channel role map · annual plan5 of 9 channels
Channel role map · annual plan: illustrative sample
ChannelIts jobStageBudget shareJudged on
Online video Show people what you sellReach24%More brand searches
Paid search Catch people ready to buySell28%Cost per extra sale
Paid social Show the product in useCompare18%No-ad test due Q2
Customer emails Turn first order into secondKeep8%Repeat orders
Billboards Be seen in 2 launch citiesReach12%Measure not agreed
Channels with one job
9 / 9No shared targets
Budget moved by results
14%At the first quarterly review
Cost per buyer
−11%Against the old plan

Illustrative We set budget shares and measures with your finance team.

What you get

7 files and dashboards your finance and channel teams can use.

We hand the files over in a session with the teams who will use them.

A woman sits by a railing on an evening street, reading her phone under warm city lights
Momentswhere the audience is
Omnichannel Marketing Strategy: what you get and its format
#What you getFormat
01Analysis of who to reachSlides · sheet
02Buying steps & channel role mapDiagram
03Messages and offers, in orderDocument
04Budget split with optionsSheet
0512-month plan & campaign calendarPlan · calendar
06Measures & dashboardDocument · dashboard
07Meetings, owners & decisionsDocument

What changes

Marketing decisions made on numbers everyone agrees on.

We measure reach, sales and cost at each step against where you started. Targets are aims, not promises.

  1. A plan with owners

    Every campaign has a named owner, budget, measure and date.

  2. A budget backed by numbers

    Spend follows each channel’s job. Budget talks start from agreed numbers.

  3. Same figures for every team

    Marketing, sales and finance read each number the same way. Reviews focus on decisions.

Tools we work in

Data and planning tools we use to build your plan.

We work in your own data. People make the decisions. Naming a tool implies no partnership.

  • Google Analytics
  • Google BigQuery
  • Looker
  • HubSpot
  • Semrush
  • Mixpanel
  • PostHog
  • Miro
  • Notion
  • Snowflake

Also in use

  • Power BI
  • Salesforce
  • dbt

Standards we build to

Data privacy and accessibility built into the plan.

We check the plan against these. We build to them and claim no certificate.

  • GDPR — General Data Protection Regulation (EU) 2016/679

    General Data Protection Regulation (EU) 2016/679

    Customer groups and sales tracking use only data people agreed to, kept no longer than needed.

  • DPDP Act 2023 — Digital Personal Data Protection Act, 2023

    Digital Personal Data Protection Act, 2023

    Indian customers are told why their data is used. One opt-out stops it on every channel.

  • WCAG 2.2 AA — Web Content Accessibility Guidelines

    Web Content Accessibility Guidelines

    Every page, email and app in the plan must work for people with disabilities.

Offers & plans

16 strategy offers, from customers to how your team works.

Each offer shows a typical timeline. Buy one or combine several.

Categories
04
Offers
16
Plans
04
Not sure what you need? Tell us the problem

How to buy

  1. 01Pick offers. Ask about one, or add several to one enquiry.
  2. 02Choose a plan. A small job, a fixed project or ongoing help.
  3. 03Send your enquiry. We reply within one working day.

Browse by category

Timelines are typical. We write the scope before we quote.

01Who to reach

4 offers
Typical timeline: 3–5 weeks

Customer group analysis

Customer groups sized from your own data: who buys now, who buys later and why.

What’s included

  • Customer, web and sales data review
  • Customer groups defined and sized
  • What makes each group buy
  • Groups ranked, with reasons
  • Buyer groups
  • Ready to buy

Best forTeams whose buyer profiles came from a workshop years ago.

Typical timeline: 4–8 weeks

Customer & market research

Interviews, surveys and market analysis to answer what your numbers cannot.

What’s included

  • Research plan and who to ask
  • Interviews or surveys
  • Findings with direct quotes
  • What it means for your plan
  • Interviews
  • Surveys

Best forDecisions too costly to make on a guess.

Typical timeline: 3–4 weeks

Buying steps & channel roles

Each buying step, each channel’s job and where channels overlap or leave gaps.

What’s included

  • Buying steps, with evidence
  • Map of each channel’s job
  • Messages for each step
  • Gaps and overlaps found
  • Buying steps
  • Channel jobs

Best forTeams using channels with no clear job for each.

Typical timeline: 4–6 weeks

Buying triggers & brand memory

What makes buyers start looking, and the cues that help them remember you.

What’s included

  • Research into buying moments, ranked
  • What buyers link to your brand
  • Effect on messages and ads
  • How to measure brand recall
  • Buying moments
  • Brand recall

Best forBrands selling features when buyers pick names they know.

02Plan & budget

4 offers
Typical timeline: 4–6 weeks

Annual marketing plan

12 months of quarterly themes and campaign dates, each with an owner and a measure.

What’s included

  • Quarterly themes and campaign dates
  • Owners, dates and what each needs
  • Team workload check
  • Measures and review dates
  • 12 months
  • Owners

Best forTeams starting each quarter by deciding what to do.

Typical timeline: 3–4 weeks

Budget split & options

Spend split by channel job, with bigger and smaller options and the reasons.

What’s included

  • Budget split by channel job
  • What-if budget options
  • When and how to move budget
  • Board summary
  • Budget split
  • Options
  • Power BI

Best forMarketing leaders defending a budget split they inherited.

Typical timeline: 3–4 weeks

Campaign plan & calendar

How campaigns, ongoing work and seasonal moments fit across the year without clashing.

What’s included

  • Campaigns and ongoing work
  • Map of seasonal and key dates
  • Calendar with prep time per channel
  • Production workload check
  • Calendar
  • Prep time

Best forTeams who plan campaigns 3 weeks before launch.

Typical timeline: 4–6 weeks

Product launch plan

A launch plan for marketing, sales and product: order, materials, owners and checks.

What’s included

  • Audience, story and message order
  • Channel plan and materials list
  • Training for sales and support
  • Launch checklist and measures
  • Launch
  • All teams

Best forLaunches where marketing is told last.

03Measurement

4 offers
Typical timeline: 4–6 weeks

Measurement plan

Agreed rules for counting each result, where the data comes from and reports for each team.

What’s included

  • Measures agreed with sales and finance
  • Data sources and who owns them
  • Reports by team and timing
  • Rules for changing a measure
  • Shared measures
  • Schedule
  • dbt

Best forCompanies where every team reports a different number.

Typical timeline: 4–8 weeks

Marketing dashboards

Self-updating dashboards for leaders and channel teams. Nobody rebuilds a spreadsheet.

What’s included

  • Data feeds from channels and sales
  • Dashboards for leaders and teams
  • Automatic updates and alerts
  • Handover and written guide
  • Dashboards
  • Self-updating
  • Power BI

Best forTeams whose monthly report takes 3 days to build.

Typical timeline: 2–4 weeks

Review of what drives sales

How you credit marketing for sales today, what it over-counts and a better way.

What’s included

  • Review of current tracking and credit
  • What is over-counted or missed
  • A better way to measure
  • Switch-over plan and what to expect
  • Sales credit
  • Plain findings

Best forTeams whose channels each claim the same sales.

Typical timeline: 2–4 weeks

Testing plan

Ranked tests on channels, messages and offers, set up so you can trust the results.

What’s included

  • Tests ranked by value and effort
  • How to set up fair tests
  • Calendar and owners
  • Results library
  • Testing
  • Ranked

Best forTeams that test constantly and learn little.

04How your team works

4 offers
Typical timeline: 4–6 weeks

Team roles & routines

Clear roles, a meeting schedule and rules for adding or stopping work, written down.

What’s included

  • Roles and who decides what
  • Meeting and report schedule
  • Rules for adding and stopping work
  • Written ways of working
  • Who decides
  • Routines

Best forMarketing teams where everything is urgent and nothing is owned.

Typical timeline: 3–5 weeks

Agency & partner coordination

One plan, calendar and set of measures for all your agencies, so they stop doubling up.

What’s included

  • Map of who does what
  • One shared plan and calendar
  • How partners are reviewed
  • Where to merge or cut agencies
  • Agencies
  • Clear roles

Best forCompanies with several agencies and no shared plan.

Typical timeline: 3–6 weeks

Team training & workshops

Hands-on training in guiding agencies, measuring results, judging creative work and using AI.

What’s included

  • Skills your team needs
  • Workshops on your own work
  • Templates and guides
  • Follow-up session after 4 weeks
  • Workshops
  • Templates

Best forIn-house teams inheriting a plan they did not write.

Typical timeline: Quarterly · 1–2 weeks each

Running your quarterly review

We run a quarterly review with your leaders. Together we read the numbers, agree what stops and plan the next quarter.

What’s included

  • Results summary to read first
  • Session with your leaders
  • Written decisions and stop list
  • Updated plan for the next quarter
  • Quarterly
  • Led by us

Best forLeadership teams whose quarterly reviews never change anything.

Your enquiry

Tick “Add to enquiry” on any offer, choose a plan, then continue. Or enquire about one offer.

How we work with you

Ways to start, from a question to a quote.

Ask a quick question, send your project details or request a quote. The person who will lead the work reads each one in full. Services in your enquiry go with it.

Or book a 30-minute call

What are you sending?

  1. 01

    About 2 minutes3 short answers

    For a first chat, a press request or anything not ready to plan yet.

    You get A reply from a named lead

  2. 02Recommended

    About 8 minutes5 short steps

    Goals, who it is for, budget and timing, so our first reply can outline the work.

    You get Options and prices after one call

  3. 03

    About 15 minutesYour documents attached

    Your documents, deadlines and the purchasing and security rules to meet.

    You get Confirmation and a named lead

How it is priced

Each plan shows how it is priced. Work starts once we agree a written scope and price.

  • Typical length
    1–3 weeks
    Pricing
    Fixed fee

  • Typical length
    4–12 weeks
    Pricing
    Fixed price

  • Typical length
    6–18 months
    Pricing
    Priced per written scope

  • Typical length
    Ongoing · 6-month minimum
    Pricing
    Monthly fee
Compare what each plan includes
What each plan includes and who it suits
PlanWhat you getBest for
SprintA short, fixed job that answers one clear question.
  • Scope and result agreed before we start
  • A senior lead and the right specialists
  • A weekly review with you
  • A clear answer or a test version
 An audit, a brand check or a test version of an app
ProjectOne clear job for one fixed price.
  • A written scope: what you get and how we agree it is done
  • A named project lead and a fixed team
  • A shared plan with checkpoint dates
  • Source files, yours once paid for
 A brand identity, a website, a simple app or a set of tools
EnterpriseA large, long project with its own team and agreed response times.
  • A project director and a decision group
  • A team for each part of the work
  • Response times, reports and a list of risks
  • Security, legal and purchasing checks in the plan
 Large companies making changes across markets, brands or business units
RetainerA monthly team that runs and improves what we built.
  • Team time set aside for you every month
  • Agreed response times for requests and fixes
  • A monthly review and a to-do list
  • Planned improvements, not only fixes
 Monthly social media and ads, or care for live sites and apps

Questions

Strategy questions, answered plainly.

For anything else, ask us. The first call is about your goal.

01Is this a marketing plan or a brand strategy?

It is a marketing plan. It follows brand strategy and comes before the ads. It sets who to reach, where, when, the budget and the measures.

02What data do you need?

Your website, ad and sales data, plus any customer research. We also need a few hours with whoever runs each channel. We note any gaps and plan around them.

03Do you plan offline channels too?

Yes. Shops, events, print and billboards follow the same plan as online, each with its own measure.

04How does AI fit into the plan?

AI finds customer groups, drafts ad versions and builds reports where it saves time. A named person approves everything it makes.

05Who runs the plan?

Your team, ours or both. The plan is written so anyone can run it.

Works best with

Two services that put the plan to work.

Each service can be bought on its own. These two turn the plan into campaigns.

Service 05 Ads, tracking and sales tests Performance Marketing Paid ads on Google and social media, assessed on sales and enquiries. Explore Service 07 Templates, rules and checks Campaign Design Systems One campaign look and message that works in every size and format. Explore

Tell us what you need built.

You will talk to the lead who would run your work.

Book a call

Three ways to start

We always agree a written scope and price before work begins.

Choose one of the three ways above
See the work Explore our services Industries we serve Meet the team Email us Read our approach