Template

COMPANY NAME + LOGO

STRATEGIC BRANDING &

MARKETING DEVELOPMENT

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Project Phases, Activities, Deliverables
Step 1 – Brand & Marketing Analysis
To develop a deeper understanding of COMPANY brand and Deliverables
marketing value proposition.
1. Brand & Marketing Gap Analysis Report
1.1. Audit COMPANY brand and marketing presence, including all
Marketing & brand audit results
past marketing efforts
Identification of marketing gaps
1.2. Review the company's products and services’ unique selling Definition of marketing objectives and benchmarks
points, as well as their target audience segments. aligned with business goals
Consultancy meeting notes
1.3. Craft research and testing hypotheses based on initial analysis to
achieve agreed marketing objectives.

1.4. Compile marketing and customer information through a structured

methodology.

1.5. Analyze competitive landscape – identify competition’s customer

acquisition channels, marketing funnels, traffic channels, marketing
copy, media features, etc.

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Project Phases, Activities, Deliverables
Step 2 – Research Deliverables
To research and benchmark branding and marketing activities against
2. Primary & Secondary Research Report
the industry’s landscape, especially with competitors and ecosystem
players locally and overseas. This includes primary and secondary Research and trends for legaltech industry
research. Strengths, Weaknesses, Opportunities, Threats for
COMPANY
2.1. Understand company’s multiple products and services’ unique
Target Audience & respective detailed personas
selling points, as well as their corresponding target audience
Unique Value Proposition
segments
Marketing hypotheses creation and testing
2.2. Conduct market research to gain customer insights, understand methodology, not limited to testing:
industry trends, and uncover opportunities and gaps Key customer acquisition channels
Traffic generation channels
2.3. Research and analyze competitive and ecosystem landscape Conversion channels
Competitors’ customer acquisition channels and
2.4. Finalize brand and marketing positioning for the company
marketing funnels
Data findings and analysis
Recommendation

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Project Phases, Activities, Deliverables
Step 3 – Design Thinking
3.1. Collect key information from and allow design
thinking for key stakeholders
3.2. Synthesize data into meaningful insights
3.3. Present initial findings
Deliverables
3. Design Thinking Workshop & Report
Ideate, define, compile information from key
information using the Design Thinking
framework.
Define the problem statement.
Facilitate discussion and analysis.
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Project Phases, Activities, Deliverables
Step 4 – Brand Development & Executional Deliverables
Manual
4. Brand Development & Executional Report
To develop a brand strategy that is aligned with business objectives
and to create a recommended course of action. Brand identity, promise, USP
Brand guidelines and manual
4.1. Develop brand mission, vision, promise, USP in alignment with
Visual identity system
business goals
Recommended course of action (Reiteration and
4.2. Develop on strategic and tactical course of action improvement)

4.3. Create a comprehensive company corporate branding guidelines

for internal and external use

4.4. Develop a visual identity system to align all customer touch points
and reinforce the brand’s strategy

4.5. Ensure consistency for all brand-related collaterals

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Project Phases, Activities, Deliverables
Step 5 – Marketing Strategy Development & Deliverables
Executional Roadmaps
5. Marketing Strategy & Executional Roadmap
To create a detailed recommended marketing course of action to Report
take to achieve COMPANY business objectives.
Strategy overview, with DIL methodology covering:
5.1. Develop detailed strategic and tactical executional roadmap Client buying journey process
(including key campaigns, digital marketing channels, activities, Conversion mechanisms
and more) Key campaigns & marketing funnels
5.2. Review and refine timeline, budget, and resource allocation to Media & Traffic strategy
the executional roadmap, in accordance to the company’s Content marketing strategy
resources and objectives Performance tracking indicators and framework
● Traffic KPIs
5.3. Review project deliverables ● Conversion KPIs
● Revenue KPIs
Marketing budget and time allocation
Marketing automation framework
Templates and process frameworks

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Project Phases, Activities, Deliverables
Step 6 – Training & Knowledge Transfer
To develop capability within COMPANY team and ensure that
knowledge has been transferred.
6.1. Training and knowledge transfer on audit and research
implementation
6.2. Training and knowledge transfer on brand executional manual
6.3. Training and knowledge transfer on marketing executional
roadmap
Deliverables
6. Training & Knowledge Transfer Workshop &
Material
Internal alignment
Compile and update all results, guides, and plans
for final review and handover
Executional training on audit, research, brand, and
marketing that was developed for INTELLLEX
Use of frameworks, templates, and processes
Project end review and conclusion

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 Phase 1

Brand & Marketing Research & Validation

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Phase 1 Deliverable 1
Brand & Marketing Marketing Research & Validation Report

Research & Validation Research and trends for COMPANY industry

● Strengths, Weaknesses, Opportunities, Threats
● Target Audience & their respective detailed personas
Activities ● Categorical Positioning
1.1. Audit brand & marketing of COMPANY ● Unique Value Proposition
1.2. Analyze the company's products and services’ unique selling points, as well as their
target audience segments. ● Marketing hypotheses creation and testing
methodology, not limited to testing:
1.3. Craft research and testing hypotheses based on initial gap analysis to achieve
agreed marketing objectives.
○ Key customer acquisition channels
1.4. Compile marketing and customer data and information through a structured
methodology, involving: Company stakeholders, Past data, Current and past clients, ○ Traffic generation channels
Potential clients, Competitors, Ecosystem players

1.5. Analyze competitive landscape – identify competition’s customer acquisition ○ Conversion channels
channels, marketing funnels, traffic channels, marketing copy, media features
● Data findings and analysis
1.6. Validate collected data to define marketing positioning and value proposition of the
business.
● Recommendations
1.7. Review gaps between goals and current situations.

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Company Background

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Brand & Marketing Audit

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Key Products & Services

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Unique Selling Propositions

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Target Segments

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Company Goals

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Gap Analysis & Gaps Identified

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Hypotheses

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Industry Research

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Industry Research (Functional Healthcare)

SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)

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Industry Research (Functional Healthcare)

Key Players

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Industry Research (Functional Healthcare)

Market segments

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Industry Research (Functional Healthcare)

Trends

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Industry Research (Supplements Subscription)

● Strengths, Weaknesses, Opportunities, Threats

● Target Audience & their respective detailed personas
● Categorical Positioning
● Unique Value Proposition
● Marketing hypotheses creation and testing methodology, not limited to testing:
○ Key customer acquisition channels
○ Traffic generation channels
○ Conversion channels
● Data findings and analysis
● Recommendations

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Industry Research (Supplements Subscription)

SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)

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Industry Research (Supplements Subscription)

Key Players

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Industry Research (Supplements Subscription)

Market segments

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Industry Research (Supplements Subscription)

Trends

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Phase 1 Deliverable 2
Brand & Marketing Competitive Research & Insights Report

Research & Validation ● Competition’s customer acquisition channels

● Competition’s marketing funnels – and
recommendations on how to reverse engineer

Activities ● Competition’s traffic channels and more

1.1. Audit brand & marketing of Nutra Nourish.

1.2. Analyze the company's products and services’ unique selling points, as well as their
target audience segments.

1.3. Craft research and testing hypotheses based on initial gap analysis to achieve
agreed marketing objectives.

1.4. Compile marketing and customer data and information through a structured
methodology, involving: Company stakeholders, Past data, Current and past clients,
Potential clients, Competitors, Ecosystem players

1.5. Analyze competitive landscape – identify competition’s customer acquisition

channels, marketing funnels, traffic channels, marketing copy, media features

1.6. Validate collected data to define marketing positioning and value proposition of the
business.

1.7. Review gaps between goals and current situations.

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Functional Healthcare Industry - Key Players

List them

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Functional Healthcare Industry - Key Players

Categorical Positioning

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Functional Healthcare Industry - Key Players

Each player -
● Unique Value Proposition
● Marketing hypotheses creation and testing methodology
● Customer acquisition channels
○ Marketing funnels (reverse engineer)
○ Traffic channels
○ Conversion channels

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Supplements Subscription - Key Players

List them

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Supplements Subscription - Key Players

Categorical Positioning

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Supplements Subscription - Key Players

Each player -
● Unique Value Proposition
● Marketing hypotheses creation and testing methodology
● Customer acquisition channels
○ Marketing funnels (reverse engineer)
○ Traffic channels
○ Conversion channels

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Consultancy Notes

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 Phase 2

Research & Validation

(Design Thinking Workshop)

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Phase 2 Deliverable 3
Research & Validation Design Thinking Workshop
(Design Thinking Workshop) ● Ideate, define, compile information, discuss, analyze
and review marketing research and validation

Activities
2.1. Collect key information from and allow design thinking for key
stakeholders

2.2. Synthesize data into meaningful insights

2.3. Present initial findings

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Design Thinking Workshop

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Design Thinking Workshop

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Design Thinking Workshop

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 Phase 3

Marketing Strategy Development

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Phase 3 Deliverable 4
Marketing Strategy Marketing Strategy Roadmap
Development ● Customer journey process definition
● Distribution channel strategy
● Media & traffic strategy
● Content marketing strategy (Audit, research, strategy,
distribution)
Activities ● Performance tracking indicators and framework
3.1. Develop a detailed Marketing Strategy roadmap based on the
validation and data collection.
○ Traffic KPIs

3.2. Prioritize and recommend course of action and detail the steps ○ Conversion KPIs
required to achieve marketing objectives.
○ Revenue KPIs
3.3. Filter and convert them into documented marketing process
templates and excuitional plans ● Marketing budget allocation

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Customer Journey Process

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Distribution Channel Strategy

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Media & Traffic Strategy

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Content Marketing Strategy

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Performance Tracking Indicators & Framework

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Marketing Budget & Allocation

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Phase 3 Deliverable 5
Marketing Strategy Marketing Processes, Templates & Executional Plans
Development ● New or refined customer acquisition strategy and
process
● Key digital tools and channels to prioritise
● Marketing automation system
● Email marketing strategy including templates
Activities ● Social media strategy including templates
3.1. Develop a detailed Marketing Strategy roadmap based on the
validation and data collection.
● Content marketing framework

3.2. Prioritize and recommend course of action and detail the steps ● Customer FAQ will be developed to address key
required to achieve marketing objectives. queries
3.3. Filter and convert them into documented marketing process
templates and excuitional plans

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Overall Brand & Marketing Strategy

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Customer Acquisition Strategy & Process

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Overall Tactical Plan

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Tactical - Facebook Advertising

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Tactical - Google Advertising

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Tactical - Social Media Marketing

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Key Digital Tools & Channels To Prioritise

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Marketing Automation System

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Email Marketing Strategy (inc. Templates)

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Social Media Strategy (inc. Templates)

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Content Marketing Strategy (inc. Templates)

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Customer FAQs

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Phases Activities
Phase 4 - 4.1. Compile and update all results, guides,
plans for Nutra Nourish for final review,
Capability & alignment and handover.
Knowledge Transfer
4.2. Transfer capabilities and knowledge via
workshops, executional plans, templates,
reports
4.3. Craft a blueprint for hiring and upskilling
for the company's future growth plans
4.4. Review and conclude on project deadlines
Deliverables Expected Outcomes
Knowledge Transfer workshop ● Internal alignment and knowledge
transfer is essential to build internal
● Training and knowledge capabilities within the team for
○ Use of templates continuous growth through branding
and marketing.
○ Media platforms
● The tema is able to execute on it in
○ Marketing strategy development the future.
○ Budgeting ● Stay ahead and relevant with trends
and times
○ Measurement
● Job redesign and increased value of
○ Branding and marketing data analysis jobs can be expected

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 Phase 4

Capability & Knowledge Transfer

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Phase 4 Deliverable 6
Capability & Knowledge Knowledge Transfer workshop
Transfer Training and knowledge
● Use of templates
● Media platforms
● Marketing strategy development
● Budgeting
Activities
● Measurement
4.1. Compile and update all results, guides, plans for Nutra Nourish
for final review, alignment and handover. ● Branding and marketing data analysis
4.2. Transfer capabilities and knowledge via workshops, executional
plans, templates, reports

4.3. Craft a blueprint for hiring and upskilling for the company's
future growth plans

4.4. Review and conclude on project deadlines

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Workshop Details

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Workshop Agenda

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Workshop Material

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Workshop Review

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