The Orchard: How Our Network of Freelancers Powers Results-Driven Marketing

bunch of apples on a tree in an orchard

At Green Apple Strategy, we’ve always believed there’s a better way to do marketing. That belief began in 2012 when we set out to build a different kind of marketing agency—one focused not just on delivering tactical marketing services, but on offering true strategic support to help businesses grow.

Today, that mindset shapes everything we do, from how we serve our clients to how we build our team. While our core team is based in Nashville, we’ve also cultivated something unique behind the scenes: a hand-selected, growing network of freelance marketing talent we call The Orchard.

Today, The Orchard includes nearly 20 creative and technical professionals, each bringing specialized expertise, fresh perspective, and a deep commitment to helping our clients succeed. While we’ve touched on the advantages of The Orchard in the past, such as the access to top-tier talent and the ability to assemble dream teams tailored specifically to the needs of each Green Apple client, we wanted to peel back another layer. 

Top Industry Talent in Virtually Every Area of Marketing Expertise

One of the greatest strengths of The Orchard is its depth and diversity. Instead of relying on a fixed internal team to cover every skill set, we tap into seasoned specialists with deep experience in their field. That means clients get experts, not generalists

Here’s a quick tour of the types of talent we work with and an explanation of how they bring strategy to life for our clients:

1. Content Strategy and Development

Content is the backbone of modern marketing. In fact, 70% of marketers are actively investing in content marketing because of the long-term value it delivers. That’s why we partner with content strategists and writers who don’t just write blogs, they think holistically about messaging, voice, SEO, audience needs, and strategic storytelling.

Many of our content partners have decades of experience across industries, allowing us to build content strategies that drive engagement and support big-picture business goals.

2. Videography and Photography

We all know video can be one of the most compelling ways to connect with an audience, but it can also be expensive and complicated to produce. That’s where our creative partnerships shine. We collaborate with companies like lilDRAGON and trusted freelance photographers and videographers to deliver high-quality, award-winning content without the usual production headaches.

Our partners in The Orchard bring ingenuity and a commitment to excellence that enables us to pair the ideal visual storyteller with each project, ensuring impactful content.

3. Graphic Design

Graphic design is a key component of how brands communicate visually and emotionally. Because of The Orchard, we’re able to work with designers who specialize in everything from healthcare to hospitality, tailoring visuals to each client’s unique brand and audience. This approach helps us avoid the creative ruts that can come from relying on a single style or designer.

4. Web Development

Our selected web developers are chosen because of their ability to create memorable digital experiences that align with our clients’ goals. User experience, keyword optimization, technical performance, and accessibility are all top priorities. The developers we work with bring a strategic lens to every step of the process. It’s the perfect blend of form and function.

5. Email Marketing and Social Media

Trends change fast in email marketing and social media, but we stay ahead by working with specialists who live and breathe these platforms every day. Our Orchard partners help us apply best practices, test new formats, and keep clients relevant and visible across the channels that matter most.

6. SEO and Digital Advertising

Many agencies treat SEO and paid advertising as afterthoughts. Not us. We partner with experts who specialize in these fields, people who are constantly testing, optimizing, and analyzing performance to deliver results. This level of skill is essential to staying competitive online

7. PR and Media Buying

From traditional media outreach to digital PR and crisis communications, our PR partners bring decades of experience and strong industry connections. They help our clients gain visibility, protect their reputations, and share their stories in ways that truly resonate. It’s just one more example of how we think beyond tactics to support long-term brand success.

What Orchard Members Have to Say

The heart of The Orchard lies in the talented individuals who contribute their unique skills and passion to our clients’ success. We often hear from our Orchard partners that working with Green Apple is different. Here’s a glimpse into their experience working with our core team: 

“Green Apple Strategy exceeded all expectations on a recent video production project,” shared videographer Chase Johnson. “They were organized, proactive, and always one step ahead. Their attention to detail and communication made the entire process smooth and stress-free.”

Content strategist Jeremy Chandler added, “If I had to pick one thing that sets them apart, it’s their genuine care for client success. They go above and beyond—not just for marketing projects, but for the client’s overall business. Green Apple truly embraces a partnership mentality.”

Amanda Monroe, an email marketing strategist, shared, “As an Orchard member, I appreciate that I’m still fully part of the team, embedded in each client’s strategy. The Green Apple team provides their invaluable marketing strategy and business insights, which I can apply to my area of expertise, email marketing, and level up the client’s success.”

“Green Apple Strategy is one of the most positive, longstanding contract relationships I’ve had over the past seven years,” shared Meghan Clark, one of Green Apple’s content specialists. “The core team is skilled, communicative, and warm. Getting to collaborate with them and other Orchard members is a privilege.” 

Want to Work With Us—Or Join Us?

If you’re a business seeking a fresh, strategic approach to marketing or a freelance marketing specialist looking for meaningful work with a team that values your input, The Orchard is the place where connection and creativity thrive.

Ready to learn more about how we work or think you’d be a great fit for The Orchard? 

Get in touch. We’d love to hear from you.

How to Create a Marketing Strategy That Actually Gets Used

using a marketing strategy to make things happen

There’s a lot of blood, sweat, and tears that go into developing a marketing strategy. You create a document filled with insights from analysis and innovative tactics to achieve your goals. It’s the blueprint for your brand’s future success. But then it sits on a shared drive in a forgotten folder. Like a beautifully designed ship that never leaves the harbor, it never gets the chance to make an impact. Sound familiar? You’re not alone.

According to a recent report from Constant Contact, 73% of businesses lack confidence in their marketing strategies. For small to mid-size businesses—especially those with lean marketing teams— even the best-laid plans can stall.

A marketing strategy that doesn’t translate into real-world action and ultimately impacts your bottom line is just a pretty document. 

At Green Apple, we’ve worked with dozens of businesses across a variety of industries over the past decade. We’ve seen where strategies break down and what it takes to build a marketing plan that doesn’t sit collecting dust. If you’re ready to create a plan that moves beyond the planning phase and into meaningful impact, here are a few key insights we’ve learned: 

Common Roadblocks: Why Marketing Plans Stay Grounded

Before we dive into solutions, let’s acknowledge some of the common hurdles that prevent marketing plans from taking flight:

1. The “Ivory Tower” Strategy

Plans developed in isolation and without input from key teams like sales or operations often lack the practical considerations needed for successful implementation. They might look good on paper but fail to align with real-world capabilities or goals.

2. Resource Reality Check Failure

Ambitious strategies that demand budgets and team bandwidth that far exceed your company’s actual capacity are destined to stall. The excitement of “what if” can overshadow the limitations of “what’s possible.”

3. The “Who Does What?” Void

Even a solid plan needs a clear deployment strategy. A lack of clearly defined roles, responsibilities, and timelines can lead to confusion and inaction. When no one explicitly owns each specific task, deliverables can fall by the wayside.

4. Analysis Paralysis and Perfectionism

The desire to create the “perfect” plan can lead to endless revisions and delays. While thorough planning is essential, getting stuck in the planning phase prevents any real-world learning and impact.

Principles for Developing a Marketing Strategy That Actually Gets Used

Here are some core principles we embrace at Green Apple Strategy to make sure your marketing plan moves from a document to a driving force for your business:

1. Principle: Bring Stakeholders to the Table Early

When you’re developing your marketing strategy, make sure you have the right stakeholders speaking into it from the very beginning. Bringing key players into the conversation early on fosters a sense of shared ownership and allows you to create a marketing plan that aligns with overarching business objectives. This encourages collaboration across different departments, allowing you to gain a comprehensive understanding of your goals from various perspectives. 

2. Principle: Maintain Your Achievability Anchor

Unless you have the vast resources of a major corporation, your marketing budget and team size will inevitably have limitations. It’s crucial to anchor your strategic ambitions in the reality of your available resources. While it’s great to dream big, a truly usable strategy sets achievable goals and outlines tactics that can realistically be executed within your constraints. This doesn’t mean settling for less; it means being smart and resourceful, focusing on high-impact activities that align with your capacity.

3. Principle: Create a Runway with a Path of Defined Actions

A well-articulated strategy is only half the battle. To ensure it actually gets used, everyone involved needs a clear understanding of the next steps and their individual roles. This is where an operations-driven approach to marketing becomes essential. Clearly define what deliverables each team member or department is responsible for, along with realistic deadlines and key performance indicators (KPIs). When everyone knows their part in the execution process, it significantly increases the likelihood of tasks being completed on time, so that strategy keeps moving forward.

4. Principle: Build Your Execution Engine

The execution of a marketing strategy often hinges on the seemingly small details and the consistency of the daily grind. Even the most innovative plans can get derailed or significantly delayed without a solid system for project management and execution. This involves establishing clear workflows, utilizing project management tools, and fostering consistent communication within the team. Details matter, so make sure you have a way to track them.

5. Principle: Plan to Pivot

Another common reason marketing plans lose momentum is the emergence of unexpected changes. New product launches, shifts in market direction, or compelling new ideas are especially common in entrepreneurial environments. Having a framework in place for evaluating new ideas and strategically pivoting your marketing plan before these disruptions occur can save you from a complete derailment. 

6. Principle: Regularly Monitor and Evaluate Progress 

Don’t wait until the end of the quarter to see if your plan worked. You need to build in regular check-ins to evaluate what’s working and what’s not. This could involve scheduling meetings with business development or sales teams, analyzing customer feedback, or reviewing key performance metrics. By proactively agreeing upon a strategy for evaluating performance and integrating these check-ins into your plan from the outset, you can identify areas for optimization and make necessary adjustments to stay on track toward your goals.

7. Principle: Just Launch (But Know Your Compass)

While it’s crucial to lay a solid foundation by understanding your target audience and developing a memorable brand story, don’t let the pursuit of absolute perfection keep you stuck in the planning phase indefinitely. Sometimes, the most valuable insights come from real-world testing and iteration. Embrace the principle of “launch and learn.” Get your initial campaigns off the ground, gather feedback, analyze the results, and be prepared to refine your approach as you go. Momentum is often more valuable than flawless initial execution.

Conclusion: Strategy + Execution = Real Results

At Green Apple, we believe marketing is an investment, and we’re here to make sure it’s a smart one. Whether we’re building a long-term marketing plan or helping you lay the groundwork for a growth-focused campaign, our goal is to create strategies that move the needle.

Ready to build a marketing strategy that actually gets used?

Contact us today to learn more about our approach to strategic planning that balances big ideas with real execution.

“Great Idea! Now What?” How to Plan and Execute Marketing Campaigns That Drive Results

idea lightbulb on a black chalkboard with chalk thought bubble

If you’ve worked in marketing for more than five minutes, you know the drill: Someone from leadership walks in with an idea they’re really excited about. “Let’s launch a new campaign next month. We can call it X!”

You smile and nod while you’re silently wondering, “How do I fit this in with everything else on my plate? What does success even look like for this idea?”

Sound familiar? You’re not alone. One of the biggest challenges in marketing is staying focused on the plan while also staying open to great ideas that pop up along the way.

At Green Apple, we’ve helped companies across a wide range of industries take good ideas and turn them into great campaigns. Along the way, we’ve learned a few lessons. We believe that the secret sauce for marketing isn’t just about the initial spark of creativity; it’s about the thoughtful process of developing that spark into a well-defined campaign concept that’s primed to deliver real, measurable results. 

In this post, we’re sharing a handful of best practices to help you take that next campaign concept and shape it into something creative, effective, and aligned with your business goals.

Designing a Marketing Campaign That Delivers Results

1. Start With the Big Picture

Before you even start thinking about taglines or visuals, take a step back. Why does this campaign need to exist? How does it ladder up to your overarching business objectives? A successful campaign isn’t a standalone project; it’s a strategic piece of the puzzle that contributes to your larger goals. Those goals could be increasing brand awareness, generating qualified leads, or nurturing customer relationships. By grounding your campaign in the “why,” you’ll ensure it resonates authentically with your audience and makes strategic sense for your business.

2. Align the Campaign With Your Brand Story 

Your brand story is the heart and soul of your business. Every marketing campaign should be a chapter in that ongoing narrative. When your campaigns align with your brand story, they feel more genuine, build stronger connections with your audience, and reinforce your core values. Think about how you can weave your brand’s unique voice, values, and mission into your campaign messaging and visuals. This consistency creates a cohesive brand experience that resonates on a deeper level than a standalone promotion.

3. Craft Messaging That Speaks Their Language 

High-level messaging isn’t about catchy slogans; it’s about understanding your ideal customer profiles inside and out. Your messaging should speak to their pain points and their aspirations and should be delivered in their preferred communication styles. Once you have a firm grasp on your audience, you can craft campaign messaging that speaks directly to their needs and resonates with their challenges. After the messaging is solidified, you can strategically choose the channels you’ll use to get the word out. Where does your target audience spend their time? Are they active on LinkedIn? Do they prefer email updates? Choosing the right channels ensures your message reaches the right people, maximizing your impact.

4. Embrace a Process-Driven Approach 

That brilliant campaign concept needs to be brought to life effectively and efficiently. This requires a process-oriented approach to creative execution. Will you be relying on your in-house team, bringing in an experienced marketing agency, or exploring AI-powered tools to streamline content creation? Develop a clear plan that outlines responsibilities, timelines, and approval processes. A well-defined workflow minimizes bottlenecks, builds brand consistency, and keeps your campaign on track, ultimately leading to a smoother and more successful launch.

5. Understand the Power of Project Management

Everyone loves the thrill of brainstorming big ideas, but campaigns that truly make an impact require meticulous attention to detail in the day-to-day execution. This is where project management becomes your best friend. Implementing tools and processes to track tasks, manage deadlines, and ensure clear communication within your team is crucial. From scheduling social media posts to coordinating email sends and monitoring campaign performance, conquering the “daily grind” means that no crucial detail is overlooked and your campaign stays on course to deliver results.

6. Build Multi-Touchpoint Momentum 

Think of your audience as busy individuals with a lot vying for their attention. Rarely does a single message cut through the noise. Instead of relying on a one-and-done approach, strategically build in multiple touchpoints across different channels over a reasonable timeframe. This consistent reinforcement of your message, whether through a series of emails, complementary social media posts, or website banners, increases brand recall and gives your campaign the time it needs to truly resonate and drive action.

7. Repurpose Content Creatively 

Embrace the power of repurposing content to maximize your investment. That insightful webinar you hosted? Turn key segments into short, engaging video clips for social media. That in-depth blog post? Extract compelling quotes for shareable graphics or create a concise infographic. By creatively reimagining your existing content in different formats, you can reach new audiences and reinforce your message across multiple touchpoints without significantly increasing your workload.

Do You Need to Take All These Steps? Determine What’s Essential

Before you dive headfirst into design software or schedule that first social media post, it’s important to recognize that not every campaign requires the same level of heavy lifting. Some initiatives are large-scale, strategic endeavors that demand significant intentionality, while others are more ad hoc or time sensitive. What’s important is being proactive rather than reactive

So, how do you determine which best practices are essential for your specific campaign? Here are a few diagnostic questions to consider:

  • What are the primary goals of this campaign? Are they focused on brand awareness, lead generation, sales enablement, or something else?
  • What is the intended reach and duration of this campaign? Is it a short-term promotion or a longer-term initiative?
  • What are the budget and team resources allocated to this campaign?
  • How critical is it for this campaign to align with our overarching brand strategy and messaging?
  • What level of measurability and reporting is required for this campaign’s success?
  • What is the potential impact of this campaign on other areas of our business, such as sales and customer service?
  • What target audience segments are we trying to reach?

Answering these questions will help you gauge the scope of your campaign and determine which best practices will be most critical for its success.

Find Your Marketing Sweet Spot

Developing marketing campaigns that truly drive results isn’t about chasing fleeting trends or executing random acts of creativity. It’s about a thoughtful, strategic process that starts with understanding your “why,” aligns with your brand story, resonates with your audience, and is executed with precision.

Ready to gain a deeper understanding of our strategic planning process and get an inside look at how Green Apple Strategy develops impactful marketing campaigns for our clients? Let us share our expertise and help you turn your creative ideas into tangible results.

Stop the Scroll: How to Create Eye-Catching Content That Converts

colorful eye-catching umbrellas hanging on display

The internet in 2025 is not just a vast sea of information. It’s more like a roaring ocean of data, opinions, facts, media, and more. Your audience isn’t just swimming in content; they’re being bombarded by a relentless tidal wave. Think about it:

  • On average, Americans consume about six hours of content per day. (Source
  • Brands have mere seconds—often less than 10 seconds—to capture a user’s attention online before they move on. (Source

So, how do you make your content the lighthouse in that storm or the signal that cuts through the noise? Grabbing attention is the price of entry in today’s digital landscape.

At Green Apple Strategy, we get it. You’re busy running your business, and the thought of creating truly scroll-stopping content can feel like another overwhelming task. But it doesn’t have to be! We’ve helped countless small to mid-sized businesses cut through the clutter and connect with their audiences in meaningful ways. Consider this your guide to crafting content that captures attention AND drives action.

The 7 Essential Elements of Eye-Catching Content

So what makes content eye-catching in 2025? Here are seven essential elements to keep in mind:

1. Be Ruthlessly Concise

    Time is the ultimate currency online. Your audience is likely multitasking, scrolling on their phone during a coffee break, or quickly scanning headlines. Get straight to the point. Cut the fluff, eliminate jargon, and deliver your message with laser-like focus. Think short paragraphs, impactful sentences, and a clear takeaway.

    2. Structure for Skimmers (and Deep Divers)

      Imagine your content as a choose-your-own-adventure book. Users want to be able to quickly scan headings and subheadings to find the information they need now. But for those who are truly interested, don’t forget to provide the depth and detail they crave. Use clear sub-headers, bullet points, numbered lists, or even a table of contents for longer pieces. Make it easy to navigate at a glance and rewarding for a deeper dive.

      3. Focus Your Topic

        In a world of endless information, specificity is your superpower. General content gets lost in the noise. The more targeted your topic, the more likely you are to attract an audience actively searching for that exact solution or information. Think niche, think problem-specific, think providing an answer to a very specific question.”

        4. Become a Multi-Platform Maestro

          Content isn’t confined to your blog anymore. Think of it as adaptable building blocks. That well-written blog post can become a series of engaging social media snippets, a compelling email newsletter, a thought-provoking podcast episode, or the foundation for a webinar. Diversify your content to meet your audience where they are and in the format they prefer.

          5. Visuals That Pop (and Inform)

            In 2025, visuals are often the first thing people notice. High-quality images, captivating videos, informative infographics, and even animated GIFs can stop the scroll and make complex information digestible. Think beyond stock photos and invest in visuals that are authentic to your brand and enhance your message.

            6. Meet Your Audience Where They Live (Digitally)

              Your amazing content is useless if your audience can’t find it. Understand their preferred platforms and make your content readily available there. Is your B2B audience on LinkedIn? Is your B2C audience glued to Instagram or TikTok? Optimize your content for each platform and ensure it’s easy to access and share.

              7. Find the Fresh Angle

                Originality is the ultimate attention-grabber. Look for unique perspectives, challenge conventional wisdom, and find creative ways to approach familiar topics. Tap into your daily experiences, client interactions, and industry trends for fresh inspiration. Think about how you can solve problems in a new way or offer insights others haven’t considered.

                Putting Eye-Catching Content into Action: Key Marketing Areas

                Understanding the elements of great content is one thing. Knowing how to apply them across your marketing strategy is what drives results. Here’s how you can use these principles in your day-to-day marketing:

                Your Website

                • Home page and landing pages: Keep messaging clear and benefit-focused. Use strong visuals and short paragraphs to guide visitors.
                • Resource libraries or blogs: Break content into scannable sections. Use tags and filters to make articles easy to find.
                • Calls to action: Be direct and persuasive. Make it clear what the visitor should do next.

                Thought Leadership and Blog Content

                Social Media

                • Use short-form videos, reels, or carousel posts to stop the scroll.
                • Mix educational content with behind-the-scenes, human-centric posts.
                • Keep captions concise. Lead with a hook.
                • Use branded visuals consistently to build recognition.

                Advertisements

                • Focus on one clear message per ad.
                • Test visuals that capture attention and communicate value fast.
                • Use platform-specific best practices (e.g., vertical video for Instagram stories).
                • Link directly to highly relevant landing pages to reduce friction.

                Make Your Content Work Harder

                Creating content that catches your audience’s eye in 2025 takes a combination of strategy, creativity, and adaptability. By using these seven elements and applying them across your core marketing channels, you can increase engagement, build trust, and drive measurable results.

                Need help creating content that actually works? Let’s talk. At Green Apple Strategy, we help businesses like yours turn big ideas into meaningful marketing

                Contact us today to schedule a consultation.

                How to Start (and Scale) a Newsletter Your Audience Actually Wants to Read

                woman sitting on a couch looking at her emails on laptop

                If there’s one marketing channel that doesn’t get enough love, it’s the humble email newsletter. It’s not flashy like social media. It doesn’t promise instant leads like digital ads. But it works.

                For small to mid-size B2B businesses, a well-done newsletter just might be your most underutilized tool for staying top of mind, building trust, and driving real business results.

                In this post, we’re unpacking why newsletters deserve a front-row seat in your marketing strategy, how to get one off the ground quickly, and how to make your email newsletter better over time.

                Why an Email Newsletter Should Be at the Core of Your Marketing Strategy

                When someone signs up for your newsletter, they’re raising their hand and saying, “Yes, I want to hear from you.” That’s a rare and valuable thing in today’s attention economy.

                Unlike social media, where visibility depends on algorithms and timing, email is an owned channel. That means you control the message and the delivery. When it’s done well, a newsletter builds trust, demonstrates expertise, and keeps you top of mind week after week and month after month.

                For relationship-driven industries like construction, consulting, or B2B services, this is gold. Because when a prospect is ready to make a decision, they’re going to think of the company that’s been consistently showing up with something useful to say.

                5 Simple Steps to Launch a B2B Newsletter 

                The key is to start simple, collect your results, and improve over time. Here’s how:

                1. Don’t Overthink It—Just Start

                The fastest way to figure out what works is by sending your first few issues and listening to the feedback. You can always pivot and adjust as you go.

                2. Define The Value

                Ask yourself: Who is this for? What one problem will it help them solve? It’s helpful to be very specific about your target audience and get clear on why they’ll want to read your content every time it hits their inbox. Ask these questions every time you’re brainstorming content for your newsletter. 

                3. Build a Repeatable Structure

                Most effective email newsletters have a consistent framework—usually 3–5 short sections that can be read in under five minutes. If you’re struggling to come up with ideas, take inspiration from newsletters you personally enjoy. What do you like about them? What makes you open and read them consistently?

                4. Choose a Frequency that Fits

                How do you stay top of mind without becoming “white noise?” There’s no one-size-fits-all answer here. Start with monthly or every other week. You can always increase frequency as you gain traction and capacity.

                5. Consider Segmentation as You Grow

                If your audience includes different personas or industries, you might consider segmenting content down the line. More personalized emails tend to perform better, but not having a segmented email list shouldn’t stop you from starting.

                How to Build and Grow Your Newsletter Subscriber List

                A great email newsletter is only effective if people see it. Here are a few ways to build momentum:

                1. Announce Your Arrival (Early and Often)

                Don’t wait until your first newsletter is published to start talking about it. Reach out to your existing email list with a personal, concise note announcing your new venture. Explain what your newsletter will offer and why they should subscribe. 

                2. Craft Compelling Newsletter Capture Pages or Pop-Ups

                You need a dedicated way for people to sign up for your newsletter—whether that’s a dedicated landing page or a pop-up window on your website. This makes it easy for your audiences to understand the benefits and subscribe. As you build it, aim for a conversion rate of at least 50% by clearly articulating the value proposition and focusing on your audience’s needs

                3. Optimize Your Digital Real Estate

                Make subscribing a breeze across your website and social media platforms. Include clear and compelling calls-to-action in multiple locations, including your website footer, blog sidebars, contact pages, and even pinned posts on social media. Don’t make people hunt for the sign-up form!

                4. Tease and Tempt with Pre-and Post-Newsletter CTAs

                One effective way to cross-promote your newsletter is to give your social media followers a sneak peek of the valuable content dropping in your newsletter about 24 hours before it’s sent. A “teaser” can be a highly effective way to convert social followers into loyal subscribers.

                5. Offer Irresistible Lead Magnets

                Create valuable, downloadable resources (e.g., checklists, templates, guides) that require newsletter signup to access. Aim to create a new lead magnet once a month or once a quarter to continuously attract new subscribers who are interested in your expertise.

                Creative Ways to Improve Your Email Newsletter Engagement

                Once you’ve built a rhythm for distributing your newsletter, here are a few tactics that help you look for ways to make it even better:

                1. Dive into the Data (Beyond Opens and Clicks)

                While open and click-through rates are important, digging deeper into metrics can improve your overall content strategy. Implement creative ways to gather qualitative feedback. Include polls or short surveys at the bottom of your newsletters to understand what your audience truly enjoys and finds valuable.

                2. Listen to Your Social Cues

                Your social media content also provides a fantastic, real-time feedback loop. Pay attention to which topics and formats resonate most with your audience on social. Collecting this information can give you valuable insights into what content your newsletter subscribers might also find engaging.

                3. Remember: Engagement Fuels Everything

                The more engagement you generate through your newsletter, including replies, forwards, and shares, the more effective it will be in nurturing your audience’s attention and ultimately transitioning them into valuable leads and customers.

                Ready to Start Your Newsletter?

                If you’re thinking about starting a newsletter or revamping one that’s gone stale, now is the time. It doesn’t have to be perfect—it just has to be useful, consistent, and authentic to your brand.

                Need some inspiration?

                If you need a few ideas to get started, check out The Core, Green Apple’s monthly newsletter filled with marketing tips, resources, and strategies designed to help growing businesses get smarter and stronger.

                Ready to start or scale your newsletter strategy? Let’s talk about how our team at Green Apple Strategy can help.

                Pre-Merger Marketing: Developing a Unified Brand Strategy Before a Merger or Acquisition

                collaboration prior to merger or acquisition

                Mergers and acquisitions: they’re like a shot of adrenaline for growth, right? New markets, bigger teams, more opportunities. But let’s be real, they also come with their fair share of headaches, especially when it comes to branding. Suddenly, you’ve got two (or more!) different brand identities, values, and messaging floating around, and trying to get them to play nice can feel like herding cats.

                Getting the messaging right—both internally and externally—is critical for a smooth transition. Consider these statistics:

                • 50%–75% of mergers and acquisitions fail to meet financial expectations, often due to cultural misalignment. (Source).
                • 34% of acquired employees leave within the first year post-acquisition. (Source)

                At Green Apple Strategy, we’ve helped businesses navigate the complex world of mergers and acquisitions, ensuring their brand remains clear, compelling, and customer-centric. Here are some key takeaways to help you develop a unified brand strategy that resonates both internally and externally.

                Developing a Unified Brand Strategy After a Merger or Acquisition

                1. Take Stock Before You Take Off: Conduct a Brand Audit

                Before merging two brands into one, take time to assess what’s working and what’s not. Conduct a thorough marketing audit of both brands, evaluating their messaging, visual identity, customer perception, and internal culture. Identify overlapping strengths and pinpoint areas where the brands differ significantly. This will help guide decisions about what to keep, update, or remove in the new brand identity.

                2. Get Everyone on Board Early: Engage Key Stakeholders

                A merger doesn’t just affect customers—it impacts employees, leadership, and investors. Bringing stakeholders into the conversation early ensures alignment and buy-in. Host leadership workshops, gather employee feedback, and communicate transparently about branding changes. This not only creates buy-in but also uncovers valuable insights you might otherwise miss.

                3. ​​Craft a Story That Connects: Build a Clear Brand Narrative

                Mergers are about more than just logistics—they’re about storytelling. What’s the bigger vision for the newly combined brand? How do the two companies’ histories and values merge into a compelling narrative? A strong brand narrative makes the transition feel intentional rather than transactional, inspiring employees and reassuring customers.

                4. Prioritize Internal Brand Alignment

                Your employees are your brand’s first ambassadors. If they’re confused about the transition, your customers will be too. Develop an internal communication plan that includes training, talking points, and FAQs. Help employees understand the “why” behind branding decisions so they can confidently represent the company.

                5. Be Intentional About Elevating the Customer Experience

                Don’t forget the customer during this process. They are the ones who keep the lights on. How will the merger affect their experience? Make sure your brand strategy puts their needs front and center. Clear communication and a seamless transition are key to maintaining customer loyalty.

                6. Roll Out the Brand with a Strategic Marketing and PR Plan

                Don’t leave your new brand’s debut to chance. A well-executed marketing and PR strategy ensures a successful rollout. Announce the rebrand through an omnichannel approach that includes press releases, social media, email campaigns, and updated website messaging. Highlight the benefits of the transition and reinforce the brand’s new positioning with a strong, unified voice.

                7. Embrace Flexibility and Iteration:

                A unified brand strategy isn’t a “set it and forget it” kind of deal. Be prepared to adapt and evolve as you gather feedback and learn what resonates with your audience. This means being open to change and willing to iterate on your strategy.

                Case Study: Urban Sweat’s Expansion Through Acquisition

                In 2024, we partnered with Urban Sweat as they acquired another wellness franchise, adding nine new locations to their portfolio. Our goal was to develop a comprehensive brand messaging strategy that would ensure a smooth transition and elevate Urban Sweat’s national presence.

                We began with an Acquisition Marketing Strategy, outlining clear messaging for employees, existing customers, and new audiences. Internal communication played a crucial role in ensuring brand consistency and generating excitement about the expansion.

                Next, we developed a multi-state PR strategy to introduce Urban Sweat’s expanded brand to a wider audience. This included a targeted media push across multiple markets.

                The results? Green Apple’s efforts secured 339 unique media placements, reaching an audience of over 201 million. Urban Sweat’s acquisition became a standout success story, reinforcing its reputation as a leader in the wellness and recovery industry.

                Mergers Are Complex—Your Brand Strategy Doesn’t Have to Be

                Mergers and acquisitions are always a complicated undertaking. A well-crafted unified brand strategy ensures that all the work you put into the process isn’t awash with unhappy employees or confused customers.

                If you’re facing a merger or acquisition and need help developing a marketing or messaging plan, our team at Green Apple Strategy has the experience and insights you need. Learn more about our approach to strategic planning or contact us to discuss how we can help you create a unified brand that resonates.

                Attracting Emerging Talent: How HR & Marketing Work Better Together

                handshake during interview with young candidate

                Graduation season is upon us. It’s a time buzzing with fresh energy and brimming with potential. But graduation season isn’t just exciting for students—it’s a golden opportunity for businesses, too. If you’re a B2B company, this time of year is your chance to connect with the next generation of professionals ready to dive into the workforce. 

                But attracting and retaining new employees isn’t easy, especially for small to mid-size B2B businesses trying to compete with larger or more well-known employers. While recruitment strategies have traditionally been left to HR, we believe there’s a big opportunity for marketing to step in and make a real impact.

                How Marketing Principles Can Transform Employee Recruitment

                At Green Apple, we’ve worked with businesses across all kinds of industries to improve employee recruitment efforts with marketing. From shaping culture messaging to creating standout recruitment campaigns, we’ve seen firsthand how marketing and HR can work together to make recruiting a whole lot more effective—and a lot more fun.

                Here are a few of the strategies we’ve found to be game changers.

                1. Show Off Your Culture (Because It Really Matters)

                Today’s emerging workforce, particularly Millennials and Gen Z, places a significant emphasis on company culture. A recent Handshake report found that 67% of Gen Z graduates prioritize company culture over starting salary. 

                Company culture is not just about perks or free snacks. Today’s graduates want to know what your team is like, what values you stand for, and whether they’ll feel supported and inspired at work.

                That’s where internal marketing and storytelling come in. Use your marketing channels—like social media, blogs, or even your website’s careers page—to give people a peek behind the scenes. Show real employees. Share authentic moments. Highlight what makes your team special.

                Client Case Study: Our friends at Maxwell Roofing have built an incredible company culture, and it’s been a major advantage when it comes to hiring. We worked with them to develop a full strategy around this, including videos, blog posts, and branded content that highlights what life at Maxwell is really like. We even helped bring their values into their physical workspace, creating an environment that’s just as welcoming as their brand.

                2. Let Purpose Drive the Conversation

                For many young professionals, a company’s commitment to social responsibility is a crucial factor in their employment decisions. They want to work for organizations that align with their values and contribute positively to the wider community. Marketing can play a vital role in highlighting these initiatives in a genuine and impactful way, showcasing your company’s commitment to making a difference.

                Client Case Study: We collaborated with First Acceptance Insurance (FAIC) to develop an employee-driven marketing strategy to create a stronger sense of connection across the company and attract new talent. A key component of this strategy was celebrating the employees who embody FAIC’s values and contribute to its positive work environment. The campaign spotlighted real employees, highlighted the company’s community efforts, and showed what makes FAIC a great place to launch a career.

                3. Stand Out at Career Fairs 

                Career fairs, university recruitment events, and industry trade shows remain valuable platforms for connecting with potential candidates. But in a sea of booths and business cards, it’s easy to get overlooked. If you want to attract the best candidates, you need to make your brand memorable.

                This is where marketing shines. With the right materials and messaging, you can turn a simple setup into an experience that gets people talking.

                Client Case Study: A local commercial repair company wanted to up their recruitment game at local job fairs and trade schools. Our team worked with them to develop a comprehensive career fair campaign that included visually appealing booth designs and interactive elements, branded materials that showcased career trajectories, and the implementation of targeted social media campaigns to promote their participation at specific events. 

                4. Build Your Talent Pipeline Before Graduation

                Why wait until graduation to connect with future employees? Building intentional relationships with students through internship programs, mentorship opportunities, or university partnerships can give your brand a head start. These initiatives allow you to nurture talent over time, so when it’s time to hire, you already have a pool of engaged, educated candidates who understand and value your company. And marketing’s strategic planning and communication capabilities are essential in designing and promoting these initiatives.

                Client Case Study:  We helped Charter Construction launch a strategic internship program that goes beyond just summer help on the jobsite. Together, we developed a full recruitment strategy aimed at attracting top students from target universities. From valuable mentorship opportunities to hands-on training experiences, the program positions Charter as a top choice for students interested in the construction industry.

                Want to Build a Stronger Employer Brand? Let’s Talk.

                Recruiting top talent in today’s market takes more than a great job description—it takes a thoughtful strategy. At Green Apple, we love helping businesses think beyond the job post and develop recruitment campaigns that resonate with the next generation of professionals.

                If you’re gearing up for graduation season and want to attract emerging talent in a meaningful way, let’s connect. From employer branding to recruitment marketing strategies, we’re here to help you think strategically and grow your team with confidence.

                Learn more about our strategic planning services or contact our team today to get started.

                Saffire: Re-Opening PR Case Study

                pr photos at saffire restaurant
                Saffire

                Crafting a Culinary Comeback

                Saffire Restaurant was a beloved Franklin, TN staple for 17 years, known for its innovative menu and vibrant atmosphere. After closing its doors in 2018, celebrated chef and restaurateur Tom Morales saw an exciting opportunity to revive the brand, honoring its roots while introducing fresh ideas to captivate a new generation of diners.

                Drawing on its proven expertise in hospitality marketing and PR, Green Apple crafted an earned media campaign to reintroduce Saffire as a culinary leader in Nashville’s competitive dining scene.

                – Strategic Event Planning –

                Cooking Up Excitement for the Grand Opening

                Green Apple Strategy collaborated closely with Saffire’s management to create a buzz-worthy grand opening celebration. The centerpiece of the campaign was an exclusive soft launch party designed to connect Saffire with influential media personalities and local tastemakers.

                Green Apple curated a list of 30-40 priority guests, including media professionals and social influencers with strong ties to Nashville’s food and lifestyle communities. The team managed every detail, from identifying the right invitees to crafting and sending personalized invitations that reflected Saffire’s brand.

                One highlight of the event was coordinating a site tour, tasting experience, and exclusive interview with Julia Masters, an entertainment business reporter for the Nashville Business Journal. This ensured high-quality media coverage while showcasing Saffire’s reinvigorated vision.

                To complement the event, Green Apple developed a compelling press release that positioned Saffire as a reinvented icon. This release was distributed to key outlets, generating initial buzz and setting the stage for ongoing media interest.

                – Targeted Media Pitches –

                Serving Stories That Stick

                Beyond the grand opening, Green Apple maintained momentum by crafting tailored pitches that highlighted Saffire’s unique offerings. From its innovative cocktail menu to its curated happy hours and exclusive menu items, every pitch emphasized what made Saffire stand out in the crowded Nashville food scene.

                Targeted outreach focused on securing placements in local media outlets that resonated with Saffire’s ideal audience. Publications like StyleBlueprint, Edible Nashville, and Brentwood Lifestyles were among the campaign’s primary targets. Green Apple also coordinated interviews with media and influencer guests to keep Saffire top of mind and consistently featured in conversations about Nashville’s culinary hotspots.

                – Results –

                A Grand Return to the Spotlight

                Green Apple’s earned media strategy delivered impressive results, reestablishing Saffire as a culinary gem in Nashville. In the two months following the grand opening:

                • Saffire received 35 mentions in prominent media outlets, including feature articles in Nashville Business Journal, The Tennessean, Brentwood Lifestyles, and The Nashville Post.
                • The campaign generated $1.01 million in AVE (Advertising Value Equivalent), demonstrating the significant impact of the PR efforts.

                Saffire’s grand reopening successfully positioned the restaurant as one with a rich history and an exciting new chapter in Nashville’s food culture.

                Client Testimonials

                “Green Apple’s thoughtful approach and attention to detail ensured that our story not only captured the essence of Saffire’s culinary legacy but also stood out in Nashville’s vibrant food scene.”

                “​​Green Apple’s expertise in hospitality PR and their relational approach to media outreach brought Saffire’s story to life in ways that made our return a celebrated moment in the community.”

                – Creative –

                What We Did

                Messaging Strategy, Event Planning, Media Relations, PR, Email Marketing

                saffire restaurant front door entrance
                saffire restaurant merchandise
                saffire restaurant bar
                saffire restaurant in nashville

                TGS’ Share the Love Campaign

                father dropping off baby with daycare provider
                The Gardner School

                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 nine states. For over a decade, TGS has trusted Green Apple Strategy to support its marketing efforts, working together to strengthen brand equity and build meaningful connections with families.

                – Opportunity –

                Building Trust Through Feedback

                In 2024, Green Apple recognized an opportunity to bolster The Gardner School’s reputation with young families by focusing on online reviews. In a world where trust is hard to earn and easy to lose, Google Reviews are key to building relationships with potential families before they ever walk through the door. In fact, 88% of customers read Google reviews to determine the status and quality of a local business before engaging with it. 

                With reviews playing a pivotal role in helping parents select the right school for their children, we aimed to create meaningful opportunities for current TGS families to share their experiences. The goal was to celebrate the strong connections families have with the TGS community and highlight the school’s commitment to fostering every child’s growth in a way that would resonate with prospective parents.

                – Campaign Concept –

                Bring Parent Stories to Life with an Engaging Campaign

                Green Apple Strategy designed the “Share the Love” campaign to align with The Gardner School’s core values. Rooted in the school’s mission of nurturing children’s physical, social, emotional, and intellectual growth, the campaign invited parents to express their love for TGS and its teachers through online Google reviews.

                To make the campaign engaging and fun, Green Apple created a framework where families who left a positive review were automatically entered into a drawing for one grand prize. The campaign encouraged parents to specifically mention their child’s favorite teacher, making the reviews more personal and meaningful.

                – Strategic Messaging –

                Perfect Timing Meets Thoughtful Messaging

                The “Share the Love” campaign launched in early February, perfectly aligning with Valentine’s Day—a time when appreciation and positive sentiment are already in the air. Running throughout the month, the campaign tapped into this festive spirit.

                To generate excitement and ensure widespread participation, Green Apple Strategy executed a detailed, multi-channel promotion plan. Each of The Gardner School’s locations received tailored messaging, personalizing the campaign for each campus community. Families first heard about the campaign through TGS’s parent communication platform, ensuring it felt immediate and relevant.

                In addition to this direct touchpoint, a series of organic social media posts were deployed across Facebook and Instagram to keep the campaign top of mind. Posts were strategically timed to build momentum before the launch, maintain engagement throughout February, and celebrate the results at the end.

                This cohesive, well-timed approach kept parents engaged and motivated while Green Apple monitored and adjusted messaging to keep participation high.

                – Results –

                Creating a Ripple Effect of Positivity

                The “Share the Love” campaign exceeded all expectations, generating a remarkable surge in online reviews.

                • 210 new Google Business Profile reviews were submitted in just one month.
                • 223 total reviews were gathered from the campaign—an impressive feat compared to the 133 reviews TGS received throughout all of 2023.
                • Across all locations, reviews in February increased by an astounding 1,741.67%.
                • TGS’s average star rating improved by 21.38%, bringing its overall rating to 4.86 stars.

                Most importantly, the campaign strengthened relationships between TGS and its families, creating a ripple effect of positivity that will continue to attract new students for years to come. 

                – Creative –

                What We Did

                Campaign Development, Messaging Strategy, Email Marketing, Social Media Content, Design, Reputation Management 

                spreading the love the gardner school instagram
                share the love parent review on instagram

                Charter Construction: Case Study

                charter construction team gathering at a job site
                Charter Construction

                Building the Next Generation of Company Leaders

                Charter Construction, founded in 1978, has established a reputation as one of Nashville’s top commercial concrete contractors. The company is committed to excellence and creates a supportive culture that invests in the personal and professional growth of its team. As Charter continued to expand, its leadership saw a key opportunity to focus on developing the next generation of industry leaders.

                As their marketing partner, Green Apple Strategy worked closely with Charter’s leadership to develop a robust recruitment strategy. Through these collaborative conversations, the idea for an industry-leading internship program emerged—one that would allow Charter to recruit top talent to mentor and shape future leaders within the company. 

                – Opportunity –

                Building a Comprehensive Internship Program

                Charter Construction’s growth has always been supported by hiring good people and fostering a culture where its team can thrive. However, like many companies in today’s competitive market, it faces ongoing hiring challenges. During a strategy session with Green Apple, Charter’s leadership expressed a desire to strengthen its hiring process by securing the “best of the best” from the next generation.

                Green Apple saw an opportunity to level up Charter’s hiring strategy and developed a recruitment strategy that included a stronger internship program. The new vision focused on building an intentional mentorship program that would serve as a key component of Charter’s internship program. This would enable Charter to develop even stronger relationships with entry-level talent, laying the groundwork for future growth. A new approach would also help Charter retain top performers and foster a culture of internal promotion, building strong leadership and institutional expertise as the company grows.

                Green Apple took the lead in structuring the program by defining the mentorship roles and determining how many interns each department would take on. Dedicated program managers for both the office interns and field interns ensured that each intern gained valuable, hands-on experience during their time at Charter. The plan featured a clear onboarding process, structured mentorship, and a tailored internship checklist. This checklist ensures that interns gain meaningful, hands-on experience while making their time at Charter both valuable and rewarding. Weekly check-ins, guided mentorship, and a final project assignment were also added to the program so that each intern finished with a solid understanding of the industry.

                – Elevating Outreach –

                Charter’s Strategic Recruitment Approach

                Once the framework for the internship program was in place, Charter Construction needed to find creative ways to promote it and attract top students from target universities. Green Apple took the lead in developing a strategic plan to enhance Charter’s presence at career fairs, networking events, and on campus.

                This strategy involved creating a range of high-impact marketing materials. From branded tablecloths and banners to custom giveaways and detailed brochures, Green Apple ensured that Charter’s brand would stand out. By showcasing the company’s unique culture and commitment to mentorship, these materials helped differentiate Charter from other companies at recruitment events and attracted attention from top-tier students.

                Additionally, Green Apple helped explore innovative ideas such as a co-op program, which would offer students year-round opportunities to gain hands-on experience in the construction industry. By building partnerships with local universities, Charter is offering interns the chance to work in various areas of the company, helping them decide which aspect of the business best aligns with their long-term career goals. 

                – Results –

                A Partnership for Future Growth

                The development of the internship program demonstrates how Green Apple helped Charter think strategically, going beyond traditional marketing to provide holistic solutions that address key challenges. This deep partnership has allowed Charter to focus on what they do best—delivering high-quality construction services—while ensuring they have the tools and talent to continue building their legacy for years to come.

                Charter Construction is now equipped to launch its program, attract top talent, and nurture the next generation of leaders, ensuring a strong foundation for future success. The partnership between Charter and Green Apple underscores the value of strategic collaboration and the impact that comes from working with a partner who truly understands and supports every aspect of a business.

                – Creative –

                What We Did

                Employee Recruitment, Program/Operational Development, Messaging Strategy, Marketing Collateral, Website Strategy, Content Development

                charter construction career banners