Marketing strategy before anything gets made.
At our Fargo agency, research, audience and a channel plan come first, so every ad, video and post we make has a job and a number to hit.
Updated
Marketing strategy
A plan before anything gets made.
A marketing strategy is a prioritized plan for who you target, what you say and which channels you use; Spotlight builds one for Fargo businesses in two to four weeks.
You leave with a channel plan like the one here: what runs, when it starts, what it costs and the one goal it’s judged on.
Who it’s for
- Launching, or entering a new market
- Spending on marketing but unsure what’s working
- Growing fast and need one plan the whole team follows
Strategy check
Is it time for a real plan?
Most marketing problems sit at one stage of the funnel: awareness, paid reach, tracking or conversion.
Check what sounds familiar below. Each one adds the services that fix it to the plan, so you can see where a strategy would start.
What you get
Six deliverables. Every time.
Every strategy ends with the same six pieces, written for your business and ready to act on.
Select one to see a sample page.
How we measure it
One number we agree to be judged on.
Pick your goal. We tie the whole plan to the number that proves it.
Your number
Cost per qualified lead
Call tracking, form tracking and lead stages in your CRM, reported every month.
Process
Four weeks from kickoff to plan.
You’re in the room for the kickoff and the reviews. We do the research and the writing in between.
- Weeks 1–2
Discovery
Kickoff workshop, customer and team interviews, analytics and ad-account audit.
From youThe kickoff workshop, plus access to your analytics and ad accounts.
- Weeks 1–3
Strategy
Positioning, priorities and the budget split.
From youA short review of the direction before we write it up.
- Weeks 2–4
Design
Messaging pillars, campaign concepts and creative direction.
From youFeedback on the concepts.
- Week 4
Launch
The roadmap in your hands: channel plan, budget, the one number and a 90-day action list.
From youA walkthrough with the people who will run it.
Research
Research first. Then the plan.
We look at four things before we recommend a single channel.
Your customers
Interviews, reviews, CRM and sales notes.
Your competitors
Share of search, their ads and their messaging.
Your numbers
GA4, ad accounts, sales and lead data.
Your market
Fargo–Moorhead and the Upper Midwest: who buys, when, and what they search for.
“The leader owns twice your share, but nobody bids on the two terms people search right before they buy.”
Case study
A real plan: Thunder Seed.
The USA Seed campaign put five channels in one plan, all aimed at growers in North Dakota, South Dakota and Minnesota, using USDA data and farm-audience targeting.
See the full Thunder Seed story- Monthly impressions, display + streaming TV
- 163,732
- Channels in one plan
- 5
- States: ND, SD and MN
- 3
- Month flight, October to January
- 4
Display
Connected TV / Over the top
Social / Google advertising
What sets Spotlight apart from other marketing agencies?
Many agencies focus on small, gradual changes that might improve performance by a single digit over months or years.
Spotlight takes a custom approach to strategies and align your goals with key insights for maximum growth.
Who you work with
The people behind your plan.
“We agree on one number before we spend a dollar. Everything else gets judged against it.”
Also on your plan
- StrategyMike DragosavichFounder/CEO
- DiscoveryJessica VentzkeDirector of Client Success
- DesignMegan SuedbeckCreative Director
- DesignSarah CablerSenior Graphic Designer
- LaunchMatt PurpurPerformance Marketing Expert
- LaunchTammy FogleSenior Digital Advertising Strategist
How long does a strategy take?
A focused strategy typically takes two to four weeks: discovery and research first, then positioning and a prioritized roadmap you can act on immediately.
Do I need a strategy if I already run ads?
Usually yes. Ads without a strategy often spend on the wrong audience or message. A strategy makes every channel pull in the same direction, so each dollar works harder.
What do I need to bring?
Your goals, access to your analytics and ad accounts, and any sales or customer data you have. If something is missing, we work around it.
Do I have to use Spotlight to run the plan?
No. The plan is yours. Your team can run it, or Spotlight can run the channels from week five, from advertising to social media.
How do you measure success?
Against the one number we agree on in week one, such as cost per qualified lead. You get a monthly report that shows that number next to the plan.
What does a marketing strategy cost?
It depends on how many channels and markets the plan covers. We quote it after a short call, before any work starts.
Spotlight Insights
Strategy insights.
Practical guides to help you plan your next step.
Let’s talk
Ready to plan your next move?
Bring your goals, ideas, and challenges. We’ll bring the strategy, creativity, and people to get you there.
