Marketing Operations & Brand Implementation

The business challenge

The brand strategy is applied inconsistently, marketing work is fragmented, campaigns lack coordination, and vendors and internal teams work from different expectations.

• Brand strategy applied inconsistently
• Fragmented marketing work
• Campaigns that lack coordination
• Vendors and internal teams working from different expectations

Who the engagement serves

Marketing and communications leaders and executive teams with a brand strategy that now needs consistent execution across teams and vendors.

Questions we help answer

• Who does what in our marketing work — internally and with vendors?
• How do we keep the brand consistent across teams and channels?
• Where are our assets, and can people find and use them?
• How will we report on marketing work?

Our approach

1. 01

   Assess

   A marketing-operations assessment of people, processes and resources.

2. 02

   Govern

   Brand governance, usage guidance and a messaging implementation plan.

3. 03

   Organize

   Campaign workflows and responsibilities, digital asset organization and vendor coordination.

4. 04

   Report

   A reporting framework and review routine.

Engagement scope and duration are tailored to your situation.

Potential deliverables

• Marketing-operations assessment
• Brand governance and usage guidance
• Messaging implementation plan
• Campaign workflows and responsibilities
• Digital asset organization
• Vendor coordination
• Reporting framework

Deliverables are what we produce with you. Outcomes depend on how they are put to work, which is why we agree on how progress will be reviewed from the start.

Scope: This work covers strategy, systems and implementation coordination. It does not automatically include ongoing creative production, advertising management or full-service agency delivery.

Implementation support

We help coordinate implementation alongside your team and vendors as new workflows and guidance are introduced.

How progress is reviewed

Indicators in the reporting framework are reviewed against the baseline from the operations assessment.

Relevant consultants

• 

  Terry McDougall

  Executive Coaching, Marketing Strategy & Commercial Leadership

• 

  Reginald Ford

  Project Management, Marketing Operations & Implementation

• 

  Dr. Kelvin Thomas, EdD, MBA, PCC

  Executive Management, Organizational Consulting & Leadership Advisory

Consultants are listed for relevant background. This does not make anyone a practice lead or mean each person delivers every part of an engagement; Dr. Kelvin Thomas assembles the team around each engagement.