Direction & messaging
Direction & messagingA shared direction before delivery
When your offer is hard to explain or there are too many activities, I help you find the focus. You receive a description of the offer, key messages and prioritised actions. Where needed, we develop a 90-day action plan.
Agreed deliverables
Decisions you can run the work by
- Positioning and priorities
- Who marketing focuses on, with what value, and what it deliberately leaves aside.
- Message framework
- Key messages that leadership, marketing and sales can use consistently.
- Proposed 90-day plan
- Where needed: actions, owners and measures for the next working period.
- Division of work
- The leader, the marketer and the partner openly agree inputs, decisions and ownership.
Practical overview
What a practical marketing plan contains
The structure below also helps you assess an existing plan.
- Business goal
- What marketing must support, and which decision the measures are used for.
- Target customer and buying situation
- Who buys, who decides and when the need arises.
- Message and positioning
- Why you are chosen and how that sounds consistently across channels.
- Channel priorities
- Where the audience is reached and which choices the budget allows.
- Budget and resources
- Budget for advertising, content, materials and partners, and the time the team actually has.
- Actions and owners
- Who does what, and which input or decision they need.
- Measures
- What tells you to continue, change or stop the work.
90 days
An action plan outline, not a production schedule
- First, we review the current situation, existing channels and available materials.
- Then we agree the goal, audience, positioning and message.
- The plan sequences the necessary foundations and the actions for selected channels.
- The period ends with a review of results and the next decision.
A detailed illustrative timeline is in the article Marketing plan for SMEs: what to do in the next 90 days (in Estonian).
Boundary
A plan is not automatically delivery
The result of this service is agreed clarity and a proposed plan. Producing materials, running campaigns, channel work or building a digital solution is a separate project with its own ownership, scope and fee.
Before starting, we agree the result, scope, timing, fee and responsibilities. Where needed, we also agree partner contributions, tool costs, handover and support.
Implementation and production are agreed separately where needed.
Price after scope is agreed
Common pitfalls
Why plans end up in a drawer
- Too many priorities at once.
- Unclear owners.
- Not enough resources — money or team time.
- No agreed measures.
- No regular review rhythm.
Which marketing question needs solving right now?
Describe your situation in a few lines. If a short conversation is easier, book a free 15-minute call — it does not commit you to anything.