Preparing for 2021
A simple marketing
user-guide and checklist
for building business
A well planned marketing strategy prepared to accelerate leads
and improve customer relationships will ensure
a positive outcome during uncertainty.
Are you prepared for tomorrow’s opportunities — now?
Too much competition
Lack of awareness
Marketing tools and budgets
Diﬀerentiation and originality
Building a recognizable brand
Addressing the challenges
For business owners, marketers and entrepreneurs,
here is a simple and concise checklist of the
most important areas to address.
Successful marketing strategies
5 core elements:
Why do you exist?
How original, powerful and memorable is your story?
Does it resonate emotionally and is clear and engaging?
Does it describe the outcomes of what you do?
How diﬀerent is it from the competition?
Does it connect on a human level?
Why should your audience care?
Are you connecting your brand story to the emotional
needs/aspirations of your audience?
Deﬁne your story
To organize the world’s information and make it universally accessible and useful.
(Ease of use)
To devote its talent and technology to creating superior products and services that contribute to a better global society.
The simple idea of selling more for less
Wearing a Rolex watch enables entry into a world of unlimited possibilities.
Make commerce better for everyone, so businesses can focus on what they do best: building and selling products.
(Enabling better business)
Brand Story Examples
Needs - Challenges - Opportunities
Deﬁne the pain points your brand will overcome
Understand the media channels they spend the most time in
Reveal the emotional dispositions and purchasing behavior
Deﬁne your audience
The competition: what do they say they do that is the same or diﬀerent than your brand?
Do you understand what is vital and compelling to core audiences?
What is the essential insight about your brand that no one other company can say?
What is the best way to plant your brand/idea in to your audiences?
position in the marketplace
Are they within reach - are they realistic?
What is the direct path to achieving engagement?
Does the audience know they have a need for your brand?
Does your audience know where to ﬁnd you?
Are you relevant and will they care?
What is it about your brand that motivates response?
Positioning, Goals and Opportunities
Deﬁne the goals and
1. Deﬁne the outcomes of your brand, what makes you diﬀerent.
2. Highlight the customer, not your brand.
3. Lead with a story, not features and beneﬁts.
4. Make your message human, not boastful.
5. Deﬁne the brand attributes associated with messaging.
6. Align messaging to customer needs.
7. Show compassion, empathy.
8. Personalize - one message does not ﬁt all.
9. Align messaging with all marketing, digital.
10. Make messaging support the brand experience.
10 Golden rules
What type of content and how will it be delivered?
(Video, blogs, white papers, paid social, social media, editorial, advertising, events)
What are the themes and directions?
Applied to marketing and sales channels and tactics
What visuals and content depict your brand and outcomes?
(Charts, photos, articles, posts, videos?)
What communicates the “brand experience”?
How does it relate to each targeted audience/industry?
Does it support and align with the business goals?
Are you including a CTA?
How will the content be distributed?
Marketing, sales, ads, digital, social, direct, PR
A brand’s website is one of the most important assets to a company.
It is utilized in a multitude of ways to leverage technology to support the company and its marketing eﬀorts.
Measuring & Analytics
Targeting & Response
LeadGen & Retention
The Strategy: 1. What type of website does our brand require? How is it aligned
with the brand story and positioning? (video, reports, metrics, etc.)
- Methodology: build, measure and learn
- Criteria for learning and discovery
- Criteria for measuring success
- Initiating and boosting engagement and ROI
2. Determine 3rd party integration and data collection
- How will this support the digital ecosystem
- How will it drive engagement and motivate action
3. Identify the tools
- Identify tools for eﬃciencies
- Most eﬀective tools for marketing and sales
4. Utilizing user data
- Driving more business
- Deﬁning usable data
- Improving search and rankings
- Capturing larger audiences
Story & Positioning
1. Review and update brand story
2. Ensure positioning is diﬀerentiated and
supports your brand story
3. Update messaging, support story,
positioning, emotions and needs
4. Develop branded content - visuals,
themes, insights, stories
5. Review and update your website to support
story and messaging and brand experience
6. Deﬁne metrics/data to connect content
to each audience segment
7. Deﬁne implementation plan to monitor and
measure customers needs and market changes
Update your brand story
Deﬁne your audience
Determine your position in the marketplace
Set goals, reveal opportunities
Develop powerful messaging
Create engaging branded content
Deﬁne the website experience
Partner/Director Digital Production, SunnyByte
Partner/Chief Engineer, SunnyByte
Josh is an entrepreneurial technologist with over a decade of
experience in advanced web-based software, e-commerce and
cross-platform mobile app development. He focuses on leveraging
technology to meet business goals and well versed in numerous
aspects of both web technology and online business, including full
website and web/mobile app development, API integrations, SaaS,
server administration and management, revenue models, online
marketing, SEO/SEM, PPC campaigns, display advertising, lead
generation, ecommerce, analytics, and more.
Jenna has over a decade of project management expertise,
working in both client and agency environments. As Director
of Production, she manages a team of project managers,
developers, and QA specialists to ensure all projects are
properly resourced and that all come in on-time and on-budget.
Jenna is highly involved in software development initiatives,
from API integrations across platforms to major website and app
development initiatives across varying content management
systems and platforms.
Glenn is a marketing and branding expert who has helped national and
international brands connect more eﬀectively to their audiences through
Emotional Marketing. As a marketer, he has created and shaped brand
development that taps into the power of feelings, persuasion and
inﬂuence. Emotion Marketing is the centerpiece for his approach to
developing creative strategies. From CPG to technology, and from
banking to healthcare, Glenn has infused the power of emotion into
brand development strategies.
Rourke launched Ever Forward LLC in 2016 with the goal
of providing multiple industries the access a wide variety of
business solutions in the marketing, branding, and advertising
verticals. After working for more than three decades in
marketing and digital media, Rourke brings the best of class
talent for building businesses, brands and relationships.