How to Activate Your Marketing Strategy: A Checklist for the First 90 Days

marketing planning session

From Strategy to Execution (Part One of Two-Part Series)

Creating a marketing strategy is a lot of work. After hours of research, brainstorms, and approvals, you finally have a blueprint for your brand’s future. Then comes the real test: getting it off the page and into motion.

For small to mid-size businesses, especially those with lean marketing teams, this is a very real problem. A strategy that doesn’t translate into real-world action and impact your bottom line is just a pretty document.

At Green Apple Strategy, we believe the true test of a marketing plan isn’t in its creation. It’s in its activation. We’ve helped dozens of small and mid-size businesses create marketing strategies that stick. We’ve put together this practical checklist of must-do activities to set your strategy in motion during the first three months. 

Your Marketing Strategy Activation Checklist 

Our 90-day checklist is a list of 10 essential activities to help you activate your marketing strategy:  

1. Host a Strategy Kickoff with Key Stakeholders

Don’t just email your plan out and hope everyone reads it. Bring people together. Walk through your goals, highlight the “why” behind your approach, and confirm how your marketing strategy will support broader business priorities.
Pro tip: keep it collaborative. Ask sales, operations, or leadership where they see marketing having the biggest impact this quarter.

2. Clarify Roles and Responsibilities

Nothing derails execution faster than the “who’s doing what?” question. Before you launch anything, make sure every task has a clear owner to prevent confusion and inaction. Even if your marketing team is just one or two people, clarify where outside partners, freelancers, or leadership will need to be brought in.

3. Establish Your Execution Engine

Don’t let the details derail you. Set up a project management system for your marketing campaigns. You can use a tool like Airtable, Basecamp, Asana, or Trello to track tasks, assign deadlines, and manage communication. A solid system for the daily grind ensures your plan keeps moving forward.

4. Create a 90-day Roadmap

Annual plans can feel overwhelming, so separate yours into bite-sized quarterly milestones. What needs to happen this quarter to set you up for long-term success? Breaking your plan into 90-day sprints will make it more achievable and keep your team motivated.

5. Launch Your First Campaign

Early wins build confidence and buy-in. Identify one initiative that can generate noticeable results quickly and allow you to present meaningful marketing results to your leadership team. It could be a customer re-engagement email series or a social campaign tied to an upcoming event. When leadership sees progress fast, it builds trust in the bigger plan.

6. Align Content with the Buyer’s Journey

Don’t just churn out random blogs. Map your content calendar to the actual questions prospects ask at each stage of the buying cycle. That way, your first wave of content can support sales conversations directly.

7. Sync Marketing with Sales and Operations

Marketing doesn’t exist in a vacuum. Building alignment between sales and marketing upfront saves frustration and ensures your efforts translate into measurable business results. 

The best campaigns only succeed when they align with the people responsible for selling your products and delivering your services. Use the first 90 days to check in with sales and operations. Does your sales team have updated collateral and messaging? Can operations deliver on the promises marketing is making? 

8. Set Up Measurement Systems 

You can’t prove impact without tracking results. First, determine what metrics matter most to your C-level leaders (hint: leadership cares about revenue, retention, and reputation). Next, make sure you have dashboards and reports in place so you can measure progress and adjust quickly.

9. Refine and Optimize Your Plan 

Based on the data and feedback you’ve gathered, make a few key adjustments. Maybe a specific channel is over-performing and deserves more budget. Maybe a certain type of content is working better than you thought. By refining your plan, you ensure you’re making smart, data-driven decisions that will help your business grow.

10. Plan for Your Next Pivot 

Markets shift. New ideas emerge. A new product might get fast-tracked. Your plan needs to be flexible. Hold a strategy session to review your progress and plan to pivot if needed. Flexibility ensures you can adapt without a complete derailment.

Still in the Marketing Planning Phase? We’ve Got Your Back.

If you’re still in the process of building your marketing strategy, don’t worry—we’ve got a few resources that can help you lay the groundwork. These guides are perfect for getting your plan in shape before you move into the activation phase.

Wrapping It Up: From Strategy to Momentum

A strong marketing strategy is the foundation for growth, but it only changes things if you put it into motion. The first 90 days set the tone for how your plan will perform for the rest of the year. By focusing on alignment, clarity, and consistent execution, you’ll create the momentum needed to see real results.

At Green Apple, we believe the first 90 days are a critical window for turning plans into action. If you’d like a partner to help you build a roadmap for growth and activate your strategy, our team is here to guide you every step of the way. 

Contact us today to learn more about our strategic planning services. 

How to Present Marketing Wins to Your Leadership Team

woman presenting marketing wins to team

Every marketer knows that presenting marketing wins to their leadership team can be a complex task. You’ve been busy. You’ve launched campaigns, created amazing content, and boosted engagement. You know the work you’re doing is moving the needle, but not every win is easy to quantify. 

Still, presenting marketing outcomes (and lessons learned) to your leadership team is essential. It’s how you secure buy-in, prove the value of your work, and strengthen collaboration between marketing and other departments. 

At Green Apple Strategy, we’ve spent decades helping businesses translate marketing results into stories that matter to executives. And while every company has its own priorities, there are some universal principles for reporting wins in a way that resonates with leadership.

What Leaders Are Really Looking For

Let’s be honest. Your CEO isn’t typically diving into the nitty-gritty details of your Instagram engagement rate. They aren’t usually asking about your average email open rates. Instead, they’re focused on high-level organizational metrics. 

When it comes down to it, executives care about three things:

  • Revenue – Is marketing helping bring in more business?
  • Reputation – Is our brand stronger and more credible?
  • Retention – Are we keeping the customers and employees we already have?

If your report connects marketing activity to one (or all) of those pillars, you’ll have their attention. If it doesn’t, you’ll lose them.

Beyond the Numbers: How to Tell a Story with Your Marketing Wins

Here’s a step-by-step framework you can use to organize and present your marketing wins in a way leadership will actually care about:

1. Know the Big Picture

    It’s critical for marketing teams to know the company’s major focuses. This helps you connect your marketing plans to the big picture. It also guides how you present your marketing wins by giving you a clear framework for reporting. 

    2. Measure What Matters

      Don’t drown your report in vanity metrics. Track the marketing KPIs that tie back to the company’s goals. For example, instead of saying “Our email open rate increased,” frame it as: “Our email campaigns drove 200 demo requests this quarter, contributing to $X in pipeline.”

      Even if results fell short, you can highlight what you learned and showcase how you plan to pivot your marketing strategy. This shows you are strategic and adaptable.

      3. Format it for Leaders

        Executives don’t need (or want) a 30-slide deck of charts. Boil it down to the highlights:

        • What you set out to do
        • What happened
        • Why it matters to the business

        When possible, use metrics that allow data to be the diplomat for making strategic decisions. If you don’t have specific data, highlight specific examples of how your marketing supported larger business objectives. Maybe a new content series helped close a big client. Or a specific campaign reduced customer churn. Focus on the impact, not just the activity.

        4. Spotlight One Big Win

          If you only had five minutes with your CEO, what’s the one win you’d highlight? Every quarter, find a headline result to put front and center. Maybe it’s a successful campaign, a milestone in pipeline contribution, or a PR placement that elevated your brand.

          Framing your report around one “big win” gives your leadership team something memorable to latch onto.

          5. Share Key Learnings

            Marketing is experimentation. Some things work. Some don’t. Leaders know this. What they want to hear is how you’re learning and evolving. Highlight 1–2 takeaways per report. For example:

            • “Our paid ads worked better on LinkedIn than Facebook, so we’re reallocating budget.”
            • “Long-form blog posts outperformed short ones, so we’re focusing on quality over quantity.”

            This shows you’re paying attention and making smart decisions with marketing resources.

            6. Share What’s Next 

              Leaders want to know you’re always looking forward. Briefly outline your upcoming plans. How will you build on current successes? What new initiatives are you planning? How will your new marketing tactics tie back to growth? This shows you have a clear vision. It proves you are proactively contributing to the company’s future.

              7. Don’t Be Afraid to Ask for Feedback 

                Your presentation is a two-way street. Use it as a chance to gather insights. Ask questions like:

                • “Are there new priorities we should know about?”
                • “Is this the kind of reporting most useful for you?”
                • “What should we be keeping an eye on as we plan next quarter?”

                This ensures your marketing efforts stay aligned with the company’s evolving direction. It also positions you as a strategic partner.

                Presentation Protocol: Your Marketing Report Checklist

                Ready to nail that next leadership meeting? Use this quick checklist to gather, organize, and present your marketing wins with confidence.

                • uncheckedDefine Your Report’s Goal: What’s the main message you want leadership to take away?
                • uncheckedConnect to the “3 Rs”: Are my metrics tied to revenue, reputation, or retention?
                • uncheckedFocus on Key Metrics:  Are you highlighting what truly matters to leadership?
                • uncheckedCraft a High-Level Overview: Did I cut the fluff and keep it high-level?
                • uncheckedInclude Your One Big Win. What’s one thing you can spotlight as a win?
                • uncheckedUse Clear Visuals: Are there ways to visually highlight your success?
                • uncheckedHighlight Specific Success Stories: Do I have 1–2 stories or examples that bring the data to life?
                • uncheckedShare Learnings & Future Plans: What did you discover, and what’s next?
                • uncheckedPrepare Questions for Feedback: Am I ready with a few questions for leadership?
                • uncheckedPractice Your Delivery: Confidence is key!

                Connect Your Marketing to the Big Picture

                Presenting marketing wins doesn’t have to be stressful. It’s an opportunity. It’s your chance to shine and show the real value of your work. If you’re a CMO looking for help communicating those wins, our team at Green Apple Strategy is here for you. We specialize in connecting marketing activity to big-picture business results.

                Contact the Green Apple Strategy team today. We’re here to help you turn your marketing activities into impactful business conversations.

                What is AEO and Why Should It Be Part of Your SEO Strategy?

                ChatGPT on a laptop screen

                Remember when search was all about keywords? You’d type a phrase into Google, and it would give you a list of links. You had to click on a few to find the right answer. That model is changing. AI and Large Language Models (LLMs) are transforming how we find information. Search engines are now becoming “answer engines.” They give you a direct, summarized answer at the top of the search page. While this may seem overwhelming at first, the reality is that it can be a game-changer for small and mid-sized businesses.

                At Green Apple, we’ve been keeping a close eye on these changes. Our team has already started adjusting strategies for clients to make sure they show up in this new kind of search. In this post, we’ll explain what Answer Engine Optimization (AEO) is, why it matters, and how you can prepare your content for the future. We’ve asked SEO specialist and Orchard Member Kelsey Malkowski to offer some insights for this article. 

                What is AEO and Why Does It Matter?

                AEO stands for Answer Engine Optimization. It’s the process of making your content more visible and more useful to AI-powered search tools. Instead of just optimizing for Google’s traditional search results, you’re now optimizing for AI models that generate direct answers to user questions.

                Why does this matter? Because the way people consume content has shifted. LLMs like ChatGPT, Google Gemini, and Microsoft Copilot summarize, cite, and prioritize content from sources they see as credible. To win in this new era, you have to show up where these tools are pulling their data.

                It also means search has moved beyond keywords. AI is looking for context, relationships, and signals of authority. That’s where AEO comes in. It helps your brand become part of the answers your audience is looking for.

                The AEO Toolkit: 5 Tactics to Get Found in AI Search

                Shifting to AEO doesn’t mean throwing away your old SEO playbook. It means expanding it and focusing on strategies that align with how AI tools evaluate and present content. While most businesses are seeing less than 1% of traffic originate from LLMs, that’s likely to increase in the future. Here are a few of the approaches we’re helping clients implement to keep their AEO-ready:

                1. Create Larger, More Helpful Resources

                Short, repetitive blogs won’t cut it anymore. It’s not about the quantity of posts you write, but how well they answer user questions. AI tools want content that is comprehensive and genuinely helpful. That means building guides, how-tos, and detailed resources that answer real questions in depth. Instead of ten surface-level posts, you may be better off creating one strong content piece that fully covers a topic. This makes your content more likely to be cited by AI as the definitive answer.

                Action to try: Look at your most common customer questions. Can you create a resource that answers one of them better than anyone else in your industry?

                2. Format Content for AI Crawlers

                AI engines don’t just read your words; they scan your structure. Using entity recognition, structured author bios, linked references, and clear formatting makes it easier for AI to understand and trust your content. For example, using a very clear question and answer structure is one way to make it easy for AI to use your answers as a source for those topics. Think of it as giving the AI a roadmap so it knows who you are, why you’re credible, and what your content is about.

                Action to try: Format your blog posts to stand out by adding author bios that highlight experience and expertise. Link to reputable sources to back up your claims.

                3. Refresh Old Content

                AI doesn’t just look at new posts. It also evaluates existing content. If your blogs or web pages are outdated, they lose credibility. By refreshing old content with new data, updated insights, and current references, you keep your resources relevant and useful. While this supports traditional SEO, it can also signal to AI engines that your site is trustworthy and up-to-date.

                Action to try: Choose three of your most visited blog posts and update them this quarter with new stats or examples.

                4. Invest in Data-Driven Digital PR

                Getting featured in the right publications matters more than ever. High-authority mentions help LLMs recognize your brand as credible. That’s why we focus on digital PR strategies that land content in relevant, respected outlets. 

                Action to try: Identify one trade publication or industry blog your customers trust. Pitch them a guest article or expert insight.

                5. Keep the Human Element

                AI is powerful, but people still connect with people. Content that feels robotic or generic won’t inspire trust. That’s why we emphasize keeping a human voice, brand personality, and expert perspective in the content we create for clients. AEO may be about optimizing for AI, but credibility still comes from the human element.

                Action to try: Add personal stories, team insights, or customer perspectives to your next blog or social post.

                Ready to Get Found by LLMs?

                How users search is changing. They will come to expect faster and more in-depth responses to their queries as LLMs become more robust. It’s important that businesses shift their SEO strategy to consider not only traditional search engine tactics, but AEO ones as well. It’s a great opportunity to reset and reestablish your content strategy for the current era. By focusing on quality content, strategic authority building, and a human-centered approach, you can ensure your brand shows up where it matters most.

                Green Apple Strategy can help you map your content to AI search engines. Contact our team to get started.

                Stop Guessing. Start Planning: 5 Questions for Your 2026 Marketing Strategy

                If you lead marketing for a small or mid-size business, you know how easy it is to jump straight into tactics when planning for a new year. But without a disciplined approach, you risk creating a marketing plan that looks busy on paper but doesn’t actually move the needle.

                If you want to build a great marketing plan, you have to look back before you can look forward. You need to learn from past successes and failures and assess the changing market landscape. This approach will help you align your marketing strategies with your overall business objectives.

                Build Your Marketing Plan With Five Simple Questions

                We use five core questions to guide marketing conversations with our clients. These aren’t theoretical questions. Each one has helped our clients uncover opportunities, solve challenges, and build stronger marketing strategies. As you start planning for 2026, you can use them as a checklist to guide your own process.

                1. What lessons were learned from this year’s marketing efforts?

                Every marketing team has wins and misses. The key is taking time to dig into both. What campaigns drove the most engagement? What channels fell flat? Which experiments are worth repeating? Looking at your successes and failures side by side gives you clarity on what to carry forward and what to leave behind.

                Client Example: As a long-time marketing partner of The Gardner School during their nationwide expansion, we hosted annual collaborative brainstorms to review wins and challenges. These sessions help us identify what worked and build on that momentum in the next year’s plan.

                2. What are the overall business goals and objectives for the upcoming year?

                Marketing goals only matter if they’re connected to company-wide objectives. If leadership is prioritizing growth in one division, entering a new market, or even focusing on employee retention, your marketing should be designed to support those goals. This is where collaboration with stakeholders across the business is crucial.

                Client Example: When working with First Acceptance Auto Insurance, we learned that one of their key objectives was boosting employee engagement and recruitment. That insight helped us create an innovative internal engagement campaign that strengthened company culture while supporting long-term growth.

                3. What are the main challenges and opportunities in the market?

                Markets shift quickly. New technologies emerge, competitors pivot, and customer expectations evolve. Before you set your 2026 plan, take stock of what’s changing in your industry. Understanding both the threats and opportunities in your space helps you position your marketing efforts more strategically. 

                Client Example: During Urban Sweat’s merger and acquisition process, this question helped us identify the unique challenges of onboarding new franchisee owners. By addressing those needs with targeted marketing support materials, we created a smoother transition and stronger growth trajectory.

                4. How can you improve and ensure alignment between marketing and other departments?

                Even the smartest marketing plan will stall if it’s out of sync with sales, operations, or customer service. Use the planning season to check in. Are your sales teams equipped with updated materials? Do operations have the capacity to deliver on what you’re promoting? Is everyone clear on your target audience, messaging, and priorities? Alignment drives efficiency and impact.

                Client Example: With Maxwell Roofing, this question led to a complete overhaul of their sales playbook. The new playbook streamlined proposal processes and ensured consistent messaging across teams.

                5. How will you evaluate your efforts and pivot if needed?

                No plan survives the year untouched. That’s why building in evaluation points—and knowing how you’ll pivot if needed—is essential. Set milestones to review results quarterly. If a campaign underperforms, plan in advance what you’ll try instead. If a new opportunity arises, decide how you’ll shift resources. Planning for flexibility gives you confidence to adapt without scrambling.

                Client Example: During the pandemic, ATECH needed a new path forward. By asking this question, we quickly shifted from a brand awareness campaign to helping them launch a new service model, a switch that kept them resilient in a time of uncertainty.

                Let Green Apple Strategy Help You Plan

                The best marketing plans are built on a foundation of honest evaluation and strategic foresight. If you need help getting started on next year’s marketing plan, our team is here.

                We can help you build an effective strategy to help your brand achieve its business goals. Get a behind-the-scenes look at our process or connect with our team to start a conversation.

                Crisis Communication Dos and Don’ts: How to Protect Your Brand in a PR Crisis

                woman speaking during press conference

                Almost every business leader recognizes the danger of the unforeseeable PR firestorm. But the truth is, it can happen to anyone. Whether it’s a construction accident that makes the news, a data breach that compromises customer trust, or a social media mishap that goes viral, small and mid-size businesses aren’t immune to the public scrutiny that follows. In the heat of the moment, with phones ringing and comments piling up online, knowing what to do and what to avoid can feel like a monumental challenge. 

                The good news is that a PR crisis doesn’t have to destroy your reputation. In fact, how you respond can actually strengthen your credibility and deepen trust with your stakeholders. At Green Apple, we’ve helped businesses of all sizes navigate tricky PR situations. Based on what we’ve seen, here are a few of the biggest dos and don’ts of crisis communication. We want to offer practical advice to help you avoid common pitfalls and protect your brand’s reputation when it matters most.

                The Don’ts: Common Mistakes That Can Worsen a Crisis

                When a crisis strikes, the pressure to act can lead to panic. Here are some of the most common mistakes we see companies make:

                1. Don’t Delay. Your Silence is Loud. 

                One of the most dangerous things a company can do in a crisis is to say nothing at all. The moment an issue becomes public, an information vacuum is created. If you don’t fill it with your own narrative, others will do it for you. This often leads to speculation, misinformation, and the loss of precious credibility. A delayed response suggests you are unaware, unprepared, or hiding something.

                2. Don’t Lie or Minimize the Issue. 

                In a well-intentioned effort to control the narrative, some companies try to deflect blame or downplay the severity of the problem. This is a critical error. The truth has a way of coming out. When it does, it will shatter any trust you had left. Your audience can tolerate a mistake, but they will not forgive deception. Minimizing the issue can make you appear self-serving and tone-deaf to the very real concerns of your clients and partners.

                3. Don’t Blame Others. 

                In the heat of the moment, the temptation to point fingers is strong. Blaming an employee, a supplier, or a third party might seem like a quick way to shift responsibility, but it almost always backfires. It undermines your authority, shows a lack of leadership, and prevents you from taking the necessary steps to fix the problem. Taking a defensive posture positions you as an adversary to the public rather than a cooperative force in confronting a common challenge.

                4. Don’t Wait for the “Perfect” Statement. 

                You may want to have all the answers and a perfectly crafted message before you speak, but a crisis doesn’t wait. The need for a swift response often outweighs the need for a perfectly polished one. The goal is to acknowledge the situation and assure your stakeholders that you are actively investigating and will communicate further as soon as possible. Perfection can be the enemy of progress.

                The Do’s: Your Protocol for a Swift and Strategic Response

                Now that we’ve covered what not to do, let’s focus on the proactive steps you should take to protect your brand when a crisis strikes.

                1. Do Acknowledge the Issue Immediately. 

                The very first thing you should do is acknowledge what has happened. This doesn’t mean you need to have all the answers right away. It means you must confirm that you know what your stakeholders know. A brief statement on your social channels or website can be as simple as: “We are aware of the situation and are actively investigating. We will provide an update as soon as we have more information.” This simple step demonstrates transparency and a sense of urgency, and it can buy you precious time to gather facts and plan your next move.

                2. Do Take Ownership. 

                The fastest way to regain control and build trust is to take ownership of the situation. This means accepting responsibility for your role in the crisis, openly acknowledging any mistakes, and avoiding the urge to deflect. When you say, “We made a mistake,” you signal to your audience that you are a responsible and credible organization. This single action can dramatically shift the public’s perception of a crisis from an adversarial one to a shared effort in confronting a common challenge.

                3. Do Prioritize Your Stakeholders. 

                Every action you take should be guided by a single question: “What do people expect us to do now?” By understanding the expectations of your audience—your clients, your employees, your partners—the path forward becomes clear. A crisis isn’t about protecting your company’s image; it’s about protecting your relationships. A client who feels cared for and informed during a difficult time will be a client for life.

                4. Do Have a Plan in Place. 

                The best time to prepare for a crisis is before it happens. Having a designated crisis communications team, pre-approved messaging templates, and a clear chain of command can be the difference between a minor setback and a full-blown disaster. This preparation empowers you to execute steps in the moment with confidence and speed.

                Be Ready Before You Need to Be

                Here’s the bottom line: a PR crisis isn’t a matter of if—it’s a matter of when. The businesses that protect their reputation are the ones that take the time to prepare.

                To help, we’ve put together a free resource: Three Steps to Successful Crisis Communications. It walks you through a simple, proven framework to respond effectively when the unexpected happens.

                Download the guide here to make sure you’re prepared to respond the right way when your business faces its next challenge.

                 

                Is Your Brand Still Working for You? Signs It’s Time for a Brand Refresh

                Your brand is more than just a logo or a set of colors. It’s the way people feel when they interact with your business. And let’s be honest: feelings can change.

                Maybe you’ve noticed that your brand feels a little dated, or maybe your sales team is getting less traction than they used to. Your leadership team might be using phrases like, “It’s time for a new look.” As a marketing agency, this is one of the most common conversations we have with potential clients. Something feels “off,” but it’s hard to know whether to make a small shift or hit the full refresh button.

                Here’s the truth: Not every business needs a brand refresh right this second. In fact, rebranding at the wrong time or without the right strategy can lead to confusion and costly missteps. At Green Apple, we don’t jump straight to design without taking the time to ask the right questions about why your marketing might not be working and think long-term about how branding impacts your business goals.

                So how do you know if it’s time for a change?

                5 Questions to Ask During a Brand Audit

                1. Has your business changed?

                If you’ve added new services, expanded into new markets, or shifted your business model, your brand might not reflect who you are today. A brand refresh can help you better align your marketing with your current direction and help customers understand what you do now.

                2. Does your brand feel outdated?

                Trends change. And while we never suggest chasing every new aesthetic, a brand that feels like it’s stuck in 2013 can quietly affect how customers perceive your relevance or expertise. If your visuals or messaging feel stale, it might be time for a modern upgrade.

                3. Are you standing out or blending in?

                In crowded industries, a generic brand is easy to overlook. If you’re saying the same things in the same way as your competitors, you’re missing an opportunity to differentiate. A brand refresh can help you clarify your voice and show off what makes you unique.

                4. Is your team aligned on your brand story?

                 If your sales, marketing, and leadership teams each tell a slightly different version of your “why,” your brand might need some tightening up. A strong brand creates clarity internally before it ever reaches your audience.

                5. Are you attracting the right customers?

                Sometimes the brand you created years ago worked for who you were, not who you want to be. If your leads aren’t the right fit, or if they’re surprised by your pricing, process, or value, your brand might be sending mixed messages. It may be time to step back and define your ideal customer.

                Brand Refresh Checklist: How to Navigate the Process with Purpose

                Thinking it might be time for a refresh? Before jumping into new fonts or color palettes, here are some key steps to think through first:

                Clarify your business goals.

                Your brand should support your business objectives. Are you trying to grow into a new market? Launch a new service? Strengthen loyalty? Get clear on why you’re conducting a brand refresh before you decide how to move forward.  

                Involve the right voices.

                A rebrand should never happen in a vacuum. Involve leadership, sales, customer service, and even a few trusted clients if possible. Their insights can reveal blind spots and spark better ideas.

                Audit your current brand assets.

                What’s working? What’s outdated? What feels inconsistent? Reviewing your website, social content, collateral, and pitch decks side-by-side can help you spot gaps and patterns so that you tell a unified brand story through your work.

                Document your brand strategy.

                This includes your brand story, messaging, voice and tone, visual identity, and usage guidelines. It doesn’t have to be 50 pages long, but it does need to be clear and consistent.

                Create a rollout plan.

                Whether you’re making small changes or launching something totally new, your brand refresh should be rolled out intentionally. That includes internal alignment, updating materials, and telling your audience why the brand is evolving.

                Resources to Guide Your Brand Refresh

                If you’re moving forward with a brand refresh, we’ve got you covered. Here are a few of our favorite guides to help you take your next step:

                Each of these blog posts was created to help businesses like yours bring clarity and creativity to your brand from the first brainstorm to the final launch.

                Let’s Make Sure Your Brand Works for You

                At the end of the day, your brand should be a business tool. It should help you sell, connect, differentiate, and grow. If it’s not doing that anymore, it may be time for a reset.

                Whether you’re feeling uncertain or ready to dive in, our team at Green Apple would love to help you explore your options. We want to help you build something that works now and in the long run.

                Reach out today to learn more about our process and how we can help.

                2026 Marketing Planning Starts Now: How to Build a Q4 Strategy That Sets You Up for Success

                marketing planning with november calendar and pumpkin decorations

                The final quarter of the year can feel like a marketing paradox. You’re trying to hit year-end goals and wrap up campaigns, while also building out next year’s marketing plan. Add the holidays, travel, and shifting schedules, and Q4 starts to feel like a blur of competing priorities.

                But here’s the thing: Q4 is a launchpad for what’s next. The decisions you make now can shape your momentum and mindset heading into 2026. 

                At Green Apple, we love helping clients think strategically this time of year, whether you’re aiming to grow your business, pivot your marketing efforts in a new direction, or simply optimize your digital marketing channels. We’ve gathered some practical ways to finish strong and build a smarter strategy for what’s ahead before you start feeling the year-end crunch.

                What Marketers Should Know (and Do) to Maximize Q4

                Here are five strategies to help you think big, maximize the remainder of the year, and get ready for what’s next: 

                1. Start with an Honest Audit

                Before you look ahead, take a good look back. What worked? What flopped? What’s still a big question mark? Auditing your marketing efforts now gives you enough time to identify gaps, find the best angle for your marketing campaigns, and build a stronger foundation for next year. 

                2. Test Something You Might Scale in 2026

                Think of Q4 as your built-in R&D lab to try something new. Consider testing a different type of content format, a fresh email strategy, or even a new ad platform. The stakes are often lower in Q4, which makes it a great time to experiment with new and creative marketing tactics. If it works, you’ve got a head start on something big for next year.

                3. Align with 2026 Business Goals

                Before you start mapping out your marketing plans for 2026, make sure you know where the business is headed. Are sales goals changing? Is the company exploring new markets or launching a new product or service? 

                Use Q4 to schedule check-ins with your leadership or sales team. The clearer you are about where the business is headed, the more effective you’ll be at aligning your marketing goals with overall business objectives.

                4. Focus on One Big Win

                If you’re feeling the pressure of unmet goals, don’t try to fix everything at once. Zoom in. What’s one big win you can focus on between now and the end of the year? Maybe it’s revamping an email nurture sequence, launching a customer survey, or tightening the gap between marketing and sales. A single, meaningful win can generate the energy you need to carry momentum into Q1.

                5. Don’t Ignore What’s Already Working

                When things get busy, it’s easy to neglect the evergreen tactics that quietly bring in results month after month. Keep nurturing your high-performing channels, whether that’s your email list, top blog posts, or repeat customer campaigns. These steady wins can carry you through the chaos and give you something strong to build on in 2026.

                Practical Tips to Wrap the Year with Purpose, Not Panic

                Here are a few actionable ideas to make sure you and your team end the year on a high note: 

                1. Schedule a Marketing Strategy Day (or Half-Day)

                Block off dedicated time on your calendar to step out of the day-to-day and think big. Use that time to review data, brainstorm ideas, and sketch out rough goals for the year ahead. Bonus points if you do this with a team member or outside partner who can bring a fresh perspective.

                2. Clean Up Your Email Lists and CRM

                You don’t want to drag messy data into a new year. Take some time to conduct a digital audit, clean your email lists, organize your CRM, and archive outdated content. A little digital housekeeping now makes planning and executing next year’s campaigns 10x easier.

                3. Build a “2026 Ideas” Parking Lot

                Keep a running list of the ideas, content themes, or campaign concepts you want to explore in the new year. Don’t worry about polishing them. For now, just focus on capturing the inspiration while it’s fresh. That way, when you sit down to plan in January, you’re not starting from scratch.

                Need some help finding fresh sources of inspiration? Here are some ways to get outside your comfort zone, leverage AI for marketing inspiration, and capture creative marketing ideas through mood boards.   

                4. Review Your Analytics with Intention

                Pull your website traffic, email stats, ad reports, and anything else you’re using to analyze your marketing efforts. Instead of just compiling the data, start to look for longitudinal patterns. What channels are bringing in leads? What content is driving engagement? Let the data drive your strategy for next year.

                5. Touch Base with Sales (and Other Key Stakeholders)

                Marketing doesn’t happen in a vacuum. Use Q4 to have a quick sync with your sales team, operations leader, or leadership team to make sure everyone’s rowing in the same direction. This helps you avoid misalignment and builds trust across departments.

                6. Refresh Your Evergreen Content

                Have a few blog posts or lead magnets that always perform well? Give them a quick content refresh to keep them relevant and ready to support your early 2026 campaigns. It’s a simple win that pays off big in the long run.

                7. Celebrate What You’ve Accomplished

                Don’t forget to look back and celebrate the progress you’ve made, whether it was growing your email list, launching a new campaign, or just staying consistent through a tough year. That celebration mindset is a powerful motivator heading into a new one.

                Gather, Guide, and Grow with Green Apple

                Q4 doesn’t have to feel like a frantic sprint to the finish. With a little strategy and a few intentional moves, it can be the most powerful quarter of the year. Whether you’re setting bold goals for 2026 or wrapping up a year of steady growth, our team is here to help.

                At Green Apple, we’re not afraid to roll up our sleeves and dig in through marketing strategy sessions, content planning, or full campaign execution. If you need a partner to help you plan smarter and grow better, we’d love to connect.

                Learn more about our approach to strategic planning or connect with our team for a quick consultation. 

                Maxwell Roofing: Sales Playbook Project Case Study

                commercial roofing
                maxwell roofing logo white

                Building the Blueprint for Sales Success

                Green Apple Strategy has had the privilege of serving as Maxwell Roofing & Sheet Metal’s marketing partner since 2017, helping them navigate a changing industry with clarity, strategy, and confidence. ​​Most recently, that partnership took on a new shape: building a custom sales playbook — one of the most foundational tools we’ve created together to date.

                Maxwell Roofing knew that in order to scale, their sales team needed a unified approach—a resource that could help them work smarter, communicate consistently, and stay aligned with the values that set the company apart. Green Apple stepped in to help develop a comprehensive sales playbook to support day-to-day operations and facilitate long-term growth.

                Tailored Structure and Custom Content Built for Maxwell

                We didn’t use a plug-and-play template to create Maxwell’s sales playbook. From the very beginning, we engaged in deep collaboration with Maxwell Roofing’s leadership team and key sales stakeholders to build the playbook. Over the course of several months, we worked together to map out a structure that mirrored how their team actually works in the field and behind the scenes.

                The result is a sales playbook that truly matches how Maxwell Roofing operates. Every section was tailored with purpose—from high-level messaging to daily operational tools. Core components like “MAXCare,” “Operational CRM,” and “The Maxwell Way” weren’t generic—each section was custom-built to reflect the language, process, and culture of Maxwell Roofing.

                Long-Term Sales Enablement

                More than just a training manual, the sales playbook was designed to be a dynamic, ongoing tool for enablement and growth. Our team delivered a beautifully branded and visually polished resource that’s also deeply functional and user-friendly.

                This is a tool Maxwell’s team can continue to use and adapt over time. It supports sales performance by clarifying internal communication, highlighting the customer experience, and codifying operational excellence. Whether onboarding new hires, streamlining proposal processes, or aligning messaging across teams, the playbook will serve as a scalable foundation for Maxwell Roofing’s next chapter.

                – Results –

                Tangible Impact of Collaboration

                While the playbook is still in its early stages of rollout, the impact is already clear. It’s creating stronger alignment across the sales team, streamlining onboarding for new reps, and serving as a go-to resource to save time and reduce confusion. As Maxwell Roofing continues to grow, this tool will serve as a scalable foundation for its sales team. 

                – Creative –

                What We Did

                Marketing and Sales Strategy, Sales Collateral Design, Copywriting, Graphic Design

                sales playbook exterior mock up
                sales playbook interior mock up

                Case Studies

                A small selection of Green Apple’s solutions and marketing services.

                Charter-Retirement-Skyline

                Charter Construction: Retirement Celebration Case Study

                ,
                Celebrating a Legacy of Leadership When longtime Charter Construction leader Turner Talley announced his retirement, his team knew they wanted to host a send-off
                See Case Study
                pr photos at saffire restaurant

                Saffire: Crafting a Buzzworthy Comeback for a Local Favorite.

                ,
                Crafting a Culinary Comeback Saffire Restaurant was a beloved Franklin, TN staple for 17 years, known for its innovative menu and vibrant atmosphere. After
                See Case Study
                father dropping off baby with daycare provider

                The Gardner School: From Experiences to Reviews: Designing a Five-Star Campaign.

                ,
                Transforming Positive Experiences into Five-Star Reviews The Gardner School is a nationwide leader in early childhood education and preschool, with nearly 40 locations across
                See Case Study
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                Customer

                Testimonials

                President & Founder
                Green Apple has been a helpful partner as we’ve launched our platform, learned together, and adjusted to help more patients and their families through CaringWays. It’s evident their team cares about our mission, which makes our work together easy and enjoyable.
                Kristi Morrow
                CaringWays
                COO
                Green Apple has successfully implemented various strategies and projects that have both increased our brand recognition and directly driven business to our organization. Our dedicated Green Apple team is knowledgeable in what they do, produces quality work on time, and is flexible in pivoting to our ever-changing priorities. We’ve been very happy with the results of our relationship together and would highly recommend their service.
                Charlie Kunberger
                ATECH
                CEO
                Samantha and her team at Green Apple Strategy will treat your company like their own. They will take the time to get to know who your Company is, what it stands for, and who you are, personally. I'm very grateful to work with the team, each member specializing in a different marketing and communication segment. I highly recommend partnering with Green Apple Strategy for all marketing strategy
                Kathleen Maxwell
                Maxwell Roofing
                Marketing Manager
                The Green Apple team is a trusted partner in our marketing activities and goals. Their team of experts consistently works to exceed our expectations to provide insightful solutions to engage and connect with families. We are grateful for their hard work and dedication.
                Joy Haynes
                The Gardner School
                Practice Leader
                Sam and the Green Apple team have worked hard to learn our business and help us develop a strategy to best represent our company to our clients. They are professional, responsive, and creative — the perfect combination for a marketing partner!
                Mark Burnette
                LBMC Advisory Services

                Creative Public Relations Tactics for Building Brand Authority

                pr microphone

                Getting your name out there feels like a must, but also a mystery. You’re juggling a hundred other priorities, you don’t have a network of media contacts, and traditional PR can feel out of reach. When most people think about PR, they picture press releases and media mentions. While that’s still a part of the puzzle, public relations has evolved, especially for small to mid-size businesses. 

                Today, PR is just as much about community, creativity, and connection as it is about coverage.

                As a marketing agency deeply rooted in the art of storytelling and PR, Green Apple Strategy has always aimed to help our clients recognize how PR fits into their overall marketing. We understand that modern PR is about building genuine connections and shaping perceptions, not just getting a headline. 

                In this article, we’re excited to share insights from our own Public Relations and Content Marketing Strategist, Chris Song, on some of the most effective and often overlooked approaches to PR that can help your brand cut through the noise and build lasting authority.

                Rethinking PR for Today’s Small and Mid-Size Businesses

                PR isn’t about blasting out a press release and crossing your fingers. A successful PR approach involves layered storytelling, credible partnerships, unexpected moments, and the guts to be interesting.

                That means thinking more deeply about the voice of your brand and how you show up in tone, style, and substance. It’s about speaking in ways that feel genuine to your audience and aligning with moments that matter.

                When you combine your authentic voice with content that shares your expertise, you’ve unlocked two of the most critical components of a successful PR strategy. And when you build on that foundation with creative tactics, that’s where the magic happens.

                The Most Effective PR Tactics for Small & Mid-Size Businesses

                If you’re a small or mid-size business trying to get more bang for your PR buck, here are four of the most effective (and often overlooked) strategies we recommend:

                1. Partner with Micro or Nano Influencers

                Big influencer partnerships can be expensive and often feel inauthentic. But micro- and nano-influencers (those with smaller, more engaged followings) are often more effective, especially on a local level.

                These individuals often boast incredibly tight-knit, loyal communities. Their credibility stems from their perceived authenticity and relatability to their audience. Partnering with micro or nano influencers in your sphere of influence can often generate more authentic buzz and heartfelt endorsements than a highly produced, expensive sponsorship with a larger influencer that might feel forced or over-engineered. 

                2. Earning Exposure through Random Acts of Generosity

                Sometimes, the best PR isn’t about what you say, but what you do. Engaging in random acts of brand generosity brings tremendous potential for authentic brand exposure and goodwill. 

                Imagine sending unexpected, personalized thank-you gifts to your smallest but loudest brand advocates: the customers who consistently sing your praises online. Or, consider surprising someone by comping their service or product for a genuinely good deed. Then, if it’s appropriate, subtly share that heartwarming story with your audience. A relatively small upfront cost can generate a ripple effect of positive sentiment, social sharing, and genuine appreciation for your brand.

                3. Create a Narrative with Newsworthy Launches or Milestones 

                A product launch, a significant company anniversary, or a major business milestone can be a golden PR opportunity. The ultimate goal here is to strategically bolster your brand narrative—the compelling “why” behind your business. 

                Without an effective PR strategy, you’re essentially just dropping a new product or announcing an event in a vacuum, hoping people will magically care.

                4. Become the Go-To Voice through Thought Leadership 

                When executed effectively, thought leadership is one of the most powerful PR tactics. It involves presenting fresh, original, and interesting ideas in ways that position your brand, or key individuals within it, as the go-to subject matter experts in your field. 

                People trust people more than ads, however clever or creative they may be. If you consistently become the person (or brand) people turn to for genuine insight and expertise, your pipeline naturally warms up long before you ever ask for the sale. 

                Measuring Modern PR Success: Beyond the Clip Count

                The metrics for PR success have also evolved. While media mentions are still valuable, modern PR measurement goes deeper, focusing on impact and influence rather than just volume. Here are some key tactics to consider when evaluating your modern PR efforts:

                • Share of Voice: Are you being mentioned more often, or more prominently, than your key competitors in relevant conversations and media?
                • Brand Sentiment: Utilize social listening tools and media monitoring to gauge the overall tone of mentions. Is the buzz around your brand positive, negative, or neutral? This offers a qualitative understanding of perception.
                • Inbound Opportunities: Look for tangible business indicators. Did you see an increase in direct web traffic after a campaign? Did you receive new speaking invitations, unexpected partnership requests, or direct media outreach? These are strong signals of increased authority and visibility.
                • Community Growth: Track the growth of your owned audience channels. Are you seeing new followers across social media platforms? An increase in email sign-ups? These indicate that your PR efforts are successfully expanding your engaged community.
                • Search Trends: Monitor how people search for your brand and related topics. Are you seeing an increase in branded search queries or searches for solutions where your brand’s thought leadership might appear? This points to growing brand recognition and authority.

                The key is to align your PR goals with your broader business objectives. Whether you’re trying to boost credibility, reach new audiences, or build long-term brand trust, the metrics you choose should help you measure real impact.

                Let’s Build Something Buzzworthy

                PR isn’t just about being seen, it’s about being remembered. For small to mid-sized businesses, the most effective PR efforts often happen outside the spotlight—in the quiet brand touches, the thoughtful partnerships, the stories that spark conversation.

                At Green Apple Strategy, we specialize in helping brands find those moments and bring them to life. Whether you’re launching something new, celebrating a milestone, or looking for more visibility in your market sector, we’re here to help you tell your story in a way that gets noticed.

                Think you might be leaving some brand exposure on the table?

                Let’s talk about how creative PR can take your visibility and credibility to the next level.

                The Pillars and Pitfalls of Event Marketing: Lessons Learned from Our Experiences

                There’s nothing quite like an event to generate excitement and bring your brand to life in a tangible way. Whether it’s a grand opening, a customer appreciation party, or a milestone celebration, events have the power to engage your audience in ways few other tactics can.

                But here’s the truth: events are gigantic undertakings. There are hundreds of details to manage, from catering to AV to signage to seating charts, and by the time you get around to actually promoting the event, your energy (and creativity) might be running on fumes.

                That’s why a smart, strategic approach to event marketing can make all the difference. At Green Apple, we’ve helped businesses make their events not only beautiful and well-attended, but brand-building and buzz-worthy.

                Drawing on our extensive experience as professional marketers and event planners, the team at Green Apple Strategy has put together a list of practical dos and don’ts. These insights will help you cut through the chaos and ensure your next event is a successful, cohesive brand experience that drives measurable results.

                The Pillars of Event Marketing: Winning Moves to Make Your Event Shine

                Set Clear Goals: Start with the Why (and the Wallet)

                Always begin with the end in mind. Before you even think about a date or a venue, define your event’s primary objective. Is it to position your brand as a community leader, tell a powerful brand story, generate leads, or drive sales? Your goal will inform every subsequent decision. Crucially, once your goal is set, establish a firm budget. A $5,000 budget will lead to a vastly different event strategy than a $50,000 one. Staying true to these foundational elements will guide all your choices, from venue to marketing channels, ensuring a successful and strategically aligned event.

                Maximize Partnerships: Turn Vendors into Amplifiers 

                Most events thrive on collaboration, involving a myriad of third-party vendors, sponsors, and even community partners. Don’t let these relationships be one-sided! Capitalize on these valuable partnerships by actively highlighting them across your marketing channels – think shout-outs on social media, mentions in your company newsletter, or dedicated sections on your event website. Showcasing your brand as a collaborative community player is excellent PR, and tagging your partners can expose your event to new, relevant audiences, multiplying your reach organically.

                Be Personal with Outreach: Slide into Their Inbox (and Texts)

                In today’s multi-channel, always-on world, you need to meet your audience where they are. This means leveraging personalized, well-timed text messages and email drip campaigns. Text messages are fantastic for sending urgent, concise information like event reminders, last-minute updates, or directions. Meanwhile, a well-crafted email series can build excitement, share valuable content related to the event, and gently nudge your target audience towards attendance. The key is balance and relevance. Don’t overdo it, but ensure your communications are valuable.

                Make the Event a Living, Breathing Expression of Your Brand 

                Imagine your event as a pop-up experience, a temporary opportunity to tell your brand story through your event. Every touchpoint, from the entrance signage to the smallest swag item, is an opportunity to reinforce your brand identity. Be intentional about where and how you place your brand throughout the physical space and in all pre- and post-event communications. 

                What unique experience do you want people to have with your brand at this event? What specific feeling or message do you want them to remember when they leave? Strategic branding ensures your event is a memorable immersion into your brand’s world.

                The Pitfalls of Event Marketing: What Can Derail Your Efforts

                Don’t Limit Your Focus to Just Ticket Sales: Don’t Just Sell—Tell

                Of course, you need attendees – an empty event isn’t much fun. However, resist the temptation to make every piece of marketing content solely about buying tickets. Your audience is looking for value and reasons to be excited. While the ultimate goal of all event-related content is indeed to drive attendance, some of it should take a more subtle, informative approach. 

                Provide valuable details about the agenda, participating vendors, nearby amenities, or even a “what to wear” guide. This builds anticipation and provides practical value, subtly encouraging ticket purchases.

                Don’t Set It and Forget It: Autopilot Promotion Could Lead to Disaster

                We love strategy so much, we put the word in our name! But a strategy isn’t a static document you create once and then ignore. When marketing your event, be diligent about monitoring your analytics. Pay close attention to email open rates, click-through rates, social media impressions, and engagement levels. If you’re not seeing the desired results, don’t hesitate to adjust your approach. Marketing is an iterative process; being agile and ready to pivot ensures you can capture greater interest and hit your attendance goals.

                Don’t Forget to Follow Up: Keep the Momentum Going

                Congratulations! Your event wrapped up, and it was a smashing success. Is your work done? Not quite. Post-event follow-up is an often-overlooked yet critical opportunity to deepen connections and gather insights. Send out surveys to collect meaningful feedback that can assess the event’s success and inform future gatherings. This is also the perfect time to nurture new leads you’ve acquired, thank your vendors and sponsors (strengthening those valuable relationships), and repurpose event content. Post-event communication closes the loop and leaves a lasting positive impression.

                Don’t Underestimate the Power of PR: Give the Press Something to Talk About

                In the whirlwind of event planning, it’s easy to overlook traditional public relations, but intentional PR can deliver significant long-tail exposure. Think strategically about who might be interested in your event beyond direct attendees – local media outlets, industry publications, community calendars, or even relevant podcasts. Pitch compelling angles pre-event to build buzz and secure media coverage. Post-event, share success stories, key takeaways, and compelling visuals. This extends the lifespan of your event far beyond the actual date, building reputation and reaching new audiences that you might not otherwise touch.

                Event Marketing in Action: Green Apple Success Stories

                At Green Apple Strategy, we’ve had the privilege of partnering with clients to bring their event visions to life, translating meticulous planning into memorable experiences and measurable results. Here are a few examples:

                Saffire Restaurant Grand Opening Celebration

                When this iconic Franklin restaurant made a comeback, we helped them make a splash. Green Apple curated a priority guest list of Nashville-area media and influencers, ensuring the right people were in the room. We also secured targeted local media coverage that aligned with Saffire’s ideal customer, keeping the momentum going long after the party ended.

                The Skylight Grand Opening at The Factory at Franklin

                To celebrate the opening of The Skylight and reintroduce The Factory at Franklin, we planned and promoted a high-energy “Sip & Sample” event featuring vendors from across the property. The interactive format encouraged exploration and community-building, and it paid off. The event sold out within 24 hours, with a waitlist of over 350.

                Crain Construction’s 90th Anniversary Celebration

                For this milestone moment, we didn’t just plan a party. Instead, we told a story. We created a powerful video and photo slideshow that honored Crain’s legacy and pointed toward its future. These assets became part of the company’s long-term content library for digital and social media.

                Turner Talley Retirement Celebration for Charter Construction

                When Charter Construction President Turner Talley retired, we helped make his send-off both personal and brand-forward. Held at one of Charter’s milestone projects, GEODIS Park, the event featured a surprise video tribute to Turner featuring dozens of interviews with his closest friends and colleagues, branded banners, jumbotron messaging, and custom screen displays that honored Turner while reinforcing Charter’s identity. It was more than a celebration; it was a brand moment.

                Ready to Make Your Next Event One to Remember?

                Event planning is about the details, but event marketing is about the impact. If you want to create an event that lives beyond a single evening, Green Apple Strategy is here to help you think strategically, plan creatively, and follow through with purpose.

                Let’s talk about how to bring your next event to life. Reach out to us today to start a conversation about how the right event can bring unparalleled benefits to your business.