Marketing strategy

All great marketing starts with a solid strategy.

Before we write a single line of copy, or design a campaign visual, we take the time to understand your brand, your audience and your goals. A strategic approach isn’t a luxury – it’s the foundation of everything that works.

Our collaborative, workshop-led process gives us the insights we need to shape a plan that’s tailored, realistic and meets your goals. Whether you need a fresh perspective or a full strategic framework, we’ll help you to uncover what matters most and how best to communicate it.

We kick things off with a discovery session to get to know your team, your business and your goals. A facilitated workshop with the right stakeholders helps us understand what’s working, what’s not, and where we can add the most value.

We dig deeply, annoyingly so sometimes! SWOT analyses, competitor benchmarking, audience segmentation and persona development help us to uncover your unique position in the market. Then we work with you to define your messaging framework – incorporating core brand values and the right tone of voice, as well as highlighting key differentiators and customer promises.

With the strategy in place, we develop a set of realistic KPIs and bring the plan to life, with an integrated marketing approach that drives all activities. Best case scenario – let us run with it!

We revisit the strategy regularly, using campaign results, changing priorities and market shifts to refine and evolve your approach. Strategy isn’t static – it’s a tool for continuous improvement.

Marketing audits
What are you currently doing and how are you doing it? What budgets are you allocating, what are your KPIs? Is it working? We will report in full as to your current situation, so that we can recommend improvements as part of an updated strategy.

Competitor research
We identify what your competitors are saying, where they’re showing up, and how you compare, so that you can sharpen your message and stay ahead.

Marketing strategy
We turn these insights into an actionable plan tailored to your budget and goals, setting out clear priorities and KPIs, and using messaging that resonates with your target audience.

Persona development
Who exactly are you speaking to? We’ll develop a persona deck so that your marketing lands with the right people in the right way.

Brand management
We can revisit and strengthen the foundations of your brand, from redefining your identity and values to developing your narrative and guidelines, ensuring consistency across every touchpoint.

Market positioning
We will work with you to define your space in the market – what makes you different, better and more relevant to your customers, how do you add value and solve their challenges – and how to communicate it clearly and with confidence.

Campaign development
Strategy comes to life with targeted campaigns. At kdm, we manage everything from creative design and content generation to timelines, budgets and performance tracking.
Bespoke workshops
Do you need to align your internal teams or kickstart a specific project? We design and facilitate hands-on, interactive workshops that meet your needs, deliver ideas, momentum and – dare I say it – harmony! (They have also been described by several clients as great therapy sessions!)
Digital strategy
We shape digital plans that improve audience reach and engagement as an integral part of your wider marketing strategy. From SEO and social media to automation and analytics, we will make sure that your online presence performs as well as it looks.

Not necessarily. We’re happy to review what you’ve got, refine it and fill in any gaps, whether that’s developing personas, finessing messaging or aligning your activities with your overall business goals.

That’s exactly where we come in. We have a large number of clients in the life sciences industries with a marketing department of one or two people! We can act as an outsourced department, or simply provide support where needed – from strategic planning to full execution of your campaigns

Typically, we start with a workshop that includes a SWOT analysis and examines your brand in detail. We then follow up with competitor reviews, persona development, positioning, a messaging framework and a recommended action plan in terms of next steps. But we tailor everything to your individual needs, so no two projects are ever the same.

Yes! We don’t just hand everything over and walk away. The beauty of being a full service agency is that we can help to roll out the plan, developing your content, designing the assets, delivering the campaigns and tracking performance. We often see development of the strategic framework as a brilliant opportunity to get to know your people, science, products, services, markets, ambitions, etc., so that we can then do a great job for you on an ongoing basis.

Absolutely. We regularly build strategies that vary by region, persona type or sector. Messaging often needs to flex depending on stakeholders – the benefits are typically always a little different depending on who you are talking to.

That’s our sweet spot as an agency, but we also work with medtech, diagnostics, environmental science, food and beverage, and other B2B companies with technical products or services.