Marketing strategy for Canadian businesses

Decide what marketing is for before you do more of it.

nuordinary builds marketing strategies for established businesses, healthcare practices, manufacturers and nonprofits across Canada. We start with the outcome you need, work out who you’re trying to reach and what they need to hear, then choose the channels and the budget that will move it.

A street corner on King Street West at night, a lit Victorian building between towers, a few people crossing — Fig. 01. King Street West at night, Toronto. Credit

More marketing isn’t a strategy.

Most marketing plans are a list of activity: a post schedule, an ad budget, a newsletter, maybe a trade show. Each one makes sense on its own. Together they rarely add up to a direction.

A marketing strategy answers the questions underneath. Who are the customers worth more of? Why do they choose you, and why do they choose someone else? Where do they look, and what do they need to believe before they get in touch?

Get those right and the channel decisions get easier. Get them wrong and no amount of activity will fix it.

What you get

01
A clear picture of who you’re trying to reach, and who you’re not.
02
What you want them to understand about you, in words your team can use.
03
The channels that fit, and the ones to stop spending on.
04
A budget split tied to what each channel should produce.
05
The measures that show whether it’s working, set before anything launches.
06
A 90-day plan for what happens first.

Two hands kneading dough on a floured table — Fig. 02. Kneading dough. Credit

Is this right for you?

A good fit if

You’re spending on marketing and can’t say what it returns.
You’re entering a new market, launching something new or repositioning.
Agencies have run your campaigns, but nobody has set the direction.

Not the right fit if

You need ads live next week and the plan can come later.
You want a channel list without looking at the business behind it.

Pricing

How pricing works

Every engagement starts with the truth about where you are and what you’re trying to change. Then you get the scope and the price in writing before any work starts: a defined project, a monthly arrangement or a mix of the two. You only pay for what the outcome needs.

Strategy work follows the same six moves as everything nuordinary does: See, Define, Map, Build, Move and Next. We measure the movement, not the activity, and when the work is done we ask: Where next?

Want a number before we talk? Tell us a little about your business, pick what you need and see an estimate in a few minutes.

Get an estimate

Questions

What’s the difference between a marketing strategy and a marketing plan?

The strategy decides who you’re trying to reach, what you want them to believe and why that will move the business. The plan is the schedule that carries it out. nuordinary writes both, but the strategy comes first, because a plan without one is just a calendar.

How long does a marketing strategy take?

It depends on the size of the business and how much research is needed. You get a timeline in writing after the first conversation, before any work starts.

Will nuordinary run the marketing too?

If it’s the right fit, yes. nuordinary also builds websites and runs content, social, paid search and email. If your own team or another partner is better placed to deliver part of it, the strategy is written so they can.

Do you need our numbers?

It helps: sales, enquiries, where customers come from and what you spend today. If you don’t track them yet, part of the work is setting that up so you can.