TUSI services | Strategy
Marketing strategy and performance measurement
Marketing strategy is a set of decisions about audience, message, channel and budget, with measures that show whether the work has paid off. TUSI designs integrated marketing communications (IMC) that keep the brand strategy intact, turning marketing from a string of separate campaigns into a single plan.
Brand is not a communications cost. It is an allocation decision.
In many organizations the marketing budget is a list of campaigns and ads, repeated each year with small changes. When goals and measures are unclear, there is no way to tell which spending worked and which didn’t.
TUSI designs campaigns, integrated marketing communications and the channel mix while keeping the brand strategy whole. The annual communications and promotions program for S&H Hypermarkets is one example: a plan tied to the events of the year and to young families.
One plan
Every channel works under one plan and one message.
Smart allocation
Budget goes where it connects to a business goal.
Measurement
What counts as success is agreed in advance.
What we do
Audience segmentation
Choose priority audiences and understand what each one needs.
Marketing plan
Set goals, messages and an annual plan.
Integrated communications (IMC)
Combine channels while keeping the brand strategy whole.
Performance measures
Define brand and marketing metrics and report on them regularly.
Digital marketing
Plan your presence and program across online channels.
Review and improvement
Analyze results and refine the plan over time.
“For years our economy has treated brand as a communications cost, not an allocation decision.”
When you need this
Budget, but no clear results
You can’t tell which activities are working.
Scattered channels
Each department sends its own message.
Annual planning
Next year’s marketing plan needs to be set.
Changing customer behavior
Your audience’s channels and habits have shifted.
How we work
Analyze
Review the situation, the audience and current activity.
Plan
Define goals, messages and channels.
Execute
Support the production and delivery of the plan.
Measure
Report results and keep improving.
Selected work
S&H Hypermarkets campaigns
An annual communications and promotions program to connect with young families around the events of the year.
Bagro restaurants
An identity with Eastern roots for Iranian fast food, inspired by kilim and gabbeh patterns, from packaging to menu.
SANA (Iran Power Plant Investment)
Aligning the corporate brand with a strategy of transparent investment reporting to shareholders.
Frequently asked questions
How is marketing strategy different from brand strategy?
Brand strategy defines long-term meaning and position. Marketing strategy decides when, with what budget and through which channels that meaning reaches people.
What is integrated marketing communications (IMC)?
Coordinating every channel around one message, so people see a single brand in advertising, in store, in PR and online.
How do you measure brand performance?
Measures are chosen to fit each organization’s goals: for example brand awareness, customer preference, and sales and acquisition metrics.
How are fees for a marketing strategy set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of work, the size of the organization, the number of deliverables and the timeline.
Why TUSI for marketing strategy?
TUSI designs campaigns and IMC alongside research, brand and content production. Since 2018 we have been a business partner of the Sharif University of Technology Foundation in marketing, branding and customer experience.
Related services
What results is your marketing budget tied to?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
