Practice area one
Marketing and Communications
- Practice area
- Marketing and Communications
- Answers the problem
- Nobody knows who we are. We cannot attract enough customers. Our people are not aligned.
- Frameworks applied
- GoTo Brand Compass™, GoTo Digital Blueprint™, GoTo Growth Engine™, GoTo Insight™
- Commercial model
- Fixed price by default
What this practice is for.
This practice answers three of the five business problems. It is delivered by the Strategy and Advisory, Creative Studio, Digital Solutions and Managed Services divisions, supported by Learning and Advisory where capability building is part of the brief.
Scope and deliverables, stated.
Strategy
Strategic Communications Plan
Situation analysis, stakeholder mapping, objectives, key messages, channel plan, crisis framework, implementation plan and measurement framework.
Marketing Strategy
Market research, personas, competitor analysis, positioning, campaign strategy, digital roadmap, budget recommendations and key performance indicators.
Brand Strategy
Positioning, brand architecture, personality, messaging framework, value proposition, employer branding and customer experience strategy.
Business Discovery and Diagnostic
Executive interviews, stakeholder analysis, business model review, marketing, communications and digital assessments, AI readiness, competitor benchmarking and SWOT. Delivers a Discovery Report, executive summary, risk register, recommendations and a 90-day action plan. One to two weeks.
Stakeholder engagement
Stakeholder mapping and prioritisation, engagement planning and message development, delivered within the communications plan or as an executive advisory engagement.
Campaign strategy
Campaign objectives, audience definition, message architecture, channel selection, content plan, budget and measurement.
Brand and creative
Brand Identity
Logo suite, colour palette, typography, iconography, brand guidelines, stationery, email signatures and social media assets.
Corporate Identity Package
Business cards, letterhead, company profile, presentation template, email signature, invoice and quotation templates.
Graphic Design and Publications
Brochures, flyers, annual reports, posters, banners, exhibition stands and social media graphics.
Presentation Design
Executive and board presentation templates and set-piece decks built on the brand system.
Photography
Corporate portraits, events, product, campus and industrial photography.
Video Production
Promotional videos, recruitment campaigns, documentaries, testimonials, social reels and training videos.
Digital presence
Starter Website
Up to five pages, mobile responsive, contact forms, search setup, maps and WhatsApp integration, analytics.
Corporate Website
Unlimited pages, content management system, blog, search optimisation, analytics, lead generation, integrations and staff training.
Enterprise Website
Advanced information architecture, user accounts, portals, integrations, application programming interfaces, security, accessibility compliance and performance optimisation.
User Experience and Accessibility
Information architecture, journey mapping, interface design and accessibility to WCAG 2.1 AA as a minimum standard on every site rather than an upgrade option.
Search Engine Optimisation
Technical search optimisation, keyword research, on-page optimisation, local search, Google Business Profile and performance reporting.
Website Care Plan
Monthly updates, backups, security monitoring, search and analytics reporting and performance improvements.
Communications
Public and media relations
Media engagement, reactive comment, spokesperson support and message discipline across channels.
Social media management
Channel strategy, content production, publishing and community management under a documented procedure.
Copywriting and content
Editorial content, campaign copy, executive writing and publication copy in the client’s approved voice.
Internal and executive communication
Leadership messaging, change communication, culture programmes and internal channel design.
Crisis communications
Crisis framework within the communications plan, plus standby advisory support under retainer.
Outsourced communications office
A retained communications function: fractional Chief Marketing or Communications Officer, content, media relations and reporting.
Performance and measurement
Measurement is designed into the engagement at the Define stage, not retrofitted at the end.
Communications and brand audits
Identity consistency, positioning clarity and message discipline across channels, delivered as a message audit grid and inconsistency log.
Digital presence audit
Website structure, content quality, mobile performance, load speed, accessibility and search visibility, delivered as scored findings with screenshots and measured load times.
Marketing and website analytics
Measurement inventory, tool configuration, baseline table and reporting cadence, with the decisions each measure is meant to inform.
Dashboards and reporting
GoTo Insight™ dashboard reporting across strategic progress, brand health, marketing performance, communications effectiveness, digital performance and AI adoption.
Monthly client reporting
Work completed, key performance indicators, analytics, risks, recommendations and next month’s priorities.
How the work is actually run.
- 01Work down the diagnostic hierarchy before quoting. The number of times the real problem sits at level two or three rather than level eight is the reason this firm exists.
- 02Agree success measures that are specific, sourced and dated, at the Define stage.
- 03Design the measurement before the campaign, so the baseline exists before the spend does.
- 04Report on a fixed rhythm: monthly note, quarterly review, annual re-diagnostic.
Expected outcomes
The frameworks and sectors this practice touches.
Frameworks applied
Industries served
- Higher EducationUniversities, faculties, departments and research groups.
- Government Departments and Public EntitiesNational and provincial departments, public entities and agencies.
- MunicipalitiesMetropolitan, district and local municipalities.
- NGOs and the Development SectorNon-profits, foundations, donor-funded programmes and community organisations.
- Corporate OrganisationsEstablished companies with marketing budgets and unclear returns.
- Small and Medium EnterprisesOwner-managed businesses that need foundations, not a retainer.
Asked before most engagements begin.
Book a Discovery Session
The most useful first step is a discovery conversation.
A structured session that produces a written problem statement, whether or not it leads to an engagement. If the problem is not one we should be paid to solve, we will say so.
Enquiries acknowledged within one business day, always.