Without a plan you’re nowhere. Who are your customers, where are they, how do they think and what motivates them?
Each customer is driven by an unmet need. We meet them where they are and use that space to highlight how your brand can is a solution to their problems. Using archetypes, psychology, user journeys and platforms, we build a roadmap for success.
Most marketing plans are static documents that sit in a drawer. Ours are dynamic engines designed to grow with you. We move away from complexity and toward iterative, high-impact execution. Here is how we turn your business goals into a living strategy.
Marketing Made Simple: The Refinery23 Way
Phase 1: The Deep Dive (Discovery & Audit)
Before we build, we listen. We strip back the noise to understand your business DNA and the competitive landscape.
The Research: We analyze competitors and market trends to find the gaps they’ve missed. We don’t just look at what they do; we look at what they aren’t doing.
The Audit: We take a hard look at your current assets, website, social, and content. We identify what’s a keeper and what’s just taking up space.
Phase 3: The Blueprint (Creative & Media Planning)
This is where theory becomes a roadmap. We move from “who” to “how.”
- Creative Execution: We design the specific tools your team needs, from “Refinance 101” video series to high-value lead magnets and sales “ice breakers” tailored to your personas.
- The Channel Plan: A transparent rollout plan including exact costings per channel. No guesswork, just a clear budget and a clear path.
- Measurable KPIs: We set SMART goals for every tactic. If we can’t measure it, we don’t do it.
Phase 2: The Foundation (Personas & Journeys)
We define exactly who you are talking to and how they find you.
Persona Development: We create detailed character profiles, like “Cash-back Charlie” or “Portfolio Paula.” Crucially, we use these to pinpoint their core motivators and the specific persuasive language needed to move them from “just looking” to “ready to buy.”
User Journey Mapping: We map the “Before, During, and After.” By understanding the path your customer takes, we know exactly which channels (Paid, Earned, or Owned) need to be activated and when.
Phase 4: The Engine Room (Fractional CMO & Implementation)
A strategy is only as good as its execution. We don’t just hand over a PDF; we join your team to make sure the work gets done.
Iterate to Win: Our philosophy is to “do one thing well” and then scale. We use real-time data to tweak, pivot, and improve your strategy every single month.
The Fractional CMO Model: Get executive-level leadership without the full-time overhead. We provide weekly support and monthly high-level planning.