Five phases, and the documents each one actually produces.
Most agency process diagrams are five verbs in a circle. This page names the real deliverables, the sequence and the timelines — so you can judge the method before you buy it, and hold us to it afterwards.
01
Diagnose
Week 1–2
You cannot fix what you have not measured, and you cannot measure what you have not defined.
We start by finding out what is actually true, not what the last agency reported. That means reading your accounts rather than your summaries: ad account structure and spend history, analytics, the CRM or WhatsApp thread where enquiries actually land, and the last three months of content. We also talk to the people answering your phone, because the gap between marketing and sales is where most budget quietly dies.
What you receive
- Brand and market audit (written, 8–14 pages)
- Ad account structural review with waste analysis
- Funnel map from first touch to closed sale
- Competitor positioning matrix
- Tracking and measurement gap list
End of phase: A written diagnosis you could hand to a different agency and they would understand your business.
02
Define
Week 2–3
Most marketing problems are decision problems wearing a marketing costume.
The diagnosis usually surfaces fifteen to twenty things that could be improved. This phase is about refusing to do most of them. We rank opportunities by expected impact against effort, then commit to the vital few — typically three to five moves for the next quarter. Everything else goes on a written 'not now' list, which matters as much as the plan itself: it stops good ideas from reappearing as scope creep in month two.
What you receive
- Positioning statement and messaging pillars
- Named target segments with triggers and objections
- Offer structure and pricing presentation
- Prioritised 90-day plan with owners
- Explicit 'not now' list
End of phase: An agreed plan short enough to remember and specific enough to argue with.
This is the phase clients push back on most, because saying no to twelve good ideas feels like under-delivering. It is the phase that decides whether the other four compound or dissipate.
03
Design
Week 3–6
Creative is not decoration applied after strategy. It is how strategy becomes visible.
Here the plan becomes assets: the visual system, the messaging in the words a customer would actually use, the content pillars and templates your team can run without us, and the pages that carry the offer. We design for the constraint most agencies ignore — that your team has to maintain this after handover. A beautiful system nobody can operate is a liability with good typography.
What you receive
- Visual identity system or refreshed direction
- Content pillars with post templates
- Ad creative concepts per angle, per platform
- Website or landing page structure and copy
- Brand guidelines your team can actually apply
End of phase: A production kit, not a mood board.
04
Deploy
Week 6 onward
Launch is not the finish line. It is the point at which you start learning.
We go live deliberately: campaigns structured so results are readable, creative variants built to answer a specific question rather than to fill a slot, and lead handling wired so an enquiry reaches a human within minutes. We also instrument before we spend — launching an untracked campaign is buying data and throwing away the receipt.
What you receive
- Campaign structure with naming conventions
- Creative variants mapped to test questions
- Lead routing and response scripts
- Tracking, events and conversion definitions
- Launch checklist signed off before spend
End of phase: Live campaigns whose results you can interpret without a translator.
05
Optimize
Monthly, ongoing
The system should be cheaper to run in month six than in month one.
Every month we review against the numbers agreed in Define — usually cost per qualified lead, booking volume and the conversion rate between them. The review produces decisions, not observations: what scales, what gets rewritten, what stops. Winning creative is repurposed across formats; losing angles are retired with a note on why, so we do not rediscover the same dead end in a quarter's time.
What you receive
- Monthly performance report in plain language
- Working review call with decisions logged
- Creative performance and fatigue analysis
- Updated priorities for the next cycle
- Running log of what has been tried and ruled out
End of phase: A compounding system, and a written memory of every decision behind it.
Four rules we do not bend.
These exist because breaking them is how engagements quietly fail.
We write things down
Positioning, priorities and decisions all exist as documents you keep. If our involvement ended tomorrow, the thinking would not leave with us.
We say no in writing
The 'not now' list is a deliverable. Focus that is not recorded is focus that erodes by week three.
We instrument before we spend
No campaign goes live without tracking and a defined success metric. Untracked spend is not marketing, it is hope with an invoice.
We design for handover
Everything is built so your team can run it. We would rather be retained because we are useful than because you are stuck.
Start at phase one. It's a conversation.
A 30-minute call is the front end of Diagnose. You'll get our read on your biggest opportunity whether or not you go further.