A logical sequence for strategies that work.

It’s easy to get lost in strategy development and discover there are missing pieces of the puzzle. How will you define your audiences if you’re not clear about your purpose? Or how will you develop your brand positioning if you don’t know who you’re trying to engage? Our five pillars will keep your strategy on track and provide a pathway to success.

pillar 1 | defining YOUR PURPOSE

What do you want to achieve?

Questions we’ll help you answer

  • How can external engagement help achieve the change your organisation wants to see?
  • What can you realistically achieve, given your starting point?
  • What’s your level of ambition?

Why this matters

Clarity of purpose will propel your external engagement activity and ensure it’s focused on making the biggest impact. It provides an anchor that prevents you being too buffeted by external events or competing priorities, and keeps your eye on the prize.

All our strategy development projects begin with a purpose definition stage, zeroing in on the specific change you want to achieve.


Who do you need to engage?

Questions we’ll help you answer

  • Which audiences will help you achieve your purpose?

  • What are the different roles your audiences might play?

  • What do you know about them, what will motivate them, and what do they want from you?

Why this matters

External engagement strategy is about changing minds and behaviours. So you need to know whose minds and behaviours, and what will motivate the change.

We are market-leading experts in data-driven audience segmentation and qualitative insight.



How will you differentiate to engage them?

Questions we’ll help you answer

  • What do you share in common with your audiences that could form the basis of a strong and lasting relationship?

  • How are you different from other organisations?

  • What are the benefits of engaging with you?

Why this matters

A considered and compelling brand positioning will make you more relevant to your audiences and means that they’ll be more likely to choose you.

Our creative team has helped some of the UK’s leading charities and NGOs define their positioning and reach new audiences. 


What experiences do you want to give your audiences?

Questions we’ll help you answer

  • What are the channels and tactics that you’ll use to engage your audiences?

  • What are you going to say, and which stories will you tell?

  • How will you develop the relationship through audience journeys that deepen engagement?

Why this matters

This is where your strategy becomes real. The better experiences people have of you, the more they’ll help you achieve your goals.

Through product development and audience journey mapping, we’ll help activate your strategy to achieve lasting impact.


How will you know what’s working?

Questions we’ll help you answer

  • What objectives do you want to achieve?

  • What KPIs will you put in place and how will you measure them?

  • How will you listen and learn from your audiences, and how will this inform your work?

Why this matters

If you don’t know how you’re doing, or how you’re being received, you won’t know what to do more of, or less of, or whether to try something different.

We offer next-generation brand and audience tracking, with large-sample surveys delivered through online, interactive dashboards.



Get in touch and let’s talk
about your next project.

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