New Market, New Opportunities: Strategies for Successful Market Entry

woman opening a business

Stepping into a new market is like opening a door to exciting opportunities for small to midsize businesses. Whether you’re eyeing a neighboring city or setting your sights on an entirely different region, there’s a world of potential waiting for you. But here’s the thing: new markets can come with their own set of challenges. 

A recent study revealed that nearly 60% of companies cite cost overruns and unexpected expenses as major barriers to successful market entry​. It’s important to have a thoughtful strategy that adapts to these challenges and recognizes how to navigate the nuances of a new market. 

At Green Apple, we love helping businesses think creatively and strategically about market expansion. With years of experience in both local and national expansion projects, we’ve partnered with clients to help them develop customized marketing strategies that fit their goals. 

If you’re considering entering a new market, the ideas and examples below will help you plan your approach thoughtfully and set the stage for long-term success.

Success Strategies for New Market Launches

Here are several key strategies to help your business confidently enter new markets and ensure a smooth transition.

1. Evaluate Local Market Conditions through Competitive Analysis

Every market has its own dynamics, including local trends, competitive landscapes, and consumer preferences. A thorough market analysis helps you identify potential competitors, pricing benchmarks, and key customer behaviors. Are there any gaps in the market that your product or service can fill? Is the demand in this region seasonal or consistent? Answering these questions will allow you to position your business effectively.

Client Example: We’ve partnered with a Nashville-based fitness and recovery studio to assist in their franchise expansion efforts. To empower new locations for success, they encourage every potential franchisee to perform comprehensive competitive analyses for each new market. This helps them understand local competitors and market demand, enabling informed decision-making.

2. Create Tailored Messaging that Resonates with the Target Audience

What works in one market won’t always translate directly to another. Cultural nuances, regional slang, or even slight lifestyle changes can impact how your brand is perceived. Your messaging should speak directly to the needs and values of your new audience. Consider how your product or service improves their lives—and how to express that in ways that feel familiar and meaningful to them.

Client Example: ​​For years, we’ve collaborated with The Gardner School which has expanded from eight to over 30 locations across seven states. Each time they enter a new market, we focus on creating detailed customer personas and tailored messaging. This ensures they resonate with local families and effectively differentiate themselves from competitors. Our partnership has been pivotal in strengthening The Gardner School’s brand reputation in new communities.

3. Align Marketing and Operations for Long-Term Success

Marketing is only part of the equation—your operations need to support the promises your campaigns make. Ensure your supply chain, staffing, and customer service teams are prepared to meet new market demands. Smooth operations build trust, especially during the early stages of entry, and provide the foundation for repeat business.

Client Example: We recently began working with a local commercial contractor aiming to expand into new markets. Alongside developing marketing strategies, we are also focusing on employee recruitment and engagement tailored to these areas. By building a strong local workforce, the company can better serve new projects and maintain high service standards. This integrated approach supports a smoother transition into unfamiliar markets.

4. Leverage Local Partnerships and Community Involvement

Local partnerships can help you build credibility and get to know the market more quickly. Sponsor community events, collaborate with local businesses, or join regional business organizations to build trust with your audience. Authentic connections with the community will not only drive awareness but also create brand loyalty over time.

Client Example: Our client and internet service provider United Communications is making strides in expanding their broadband services into new, underserved markets. The company has adopted a hyper-local marketing strategy by actively participating in community events. This involvement helps United Communications connect with the unique needs of each community and demonstrates their commitment as a local provider. Such engagement has proven to be a significant differentiator. 

Critical Questions for Successful Market Expansion

Entering a new market isn’t just about excitement—it’s about careful planning. Here are some key questions to ask yourself before taking the plunge.

1. Is there a true demand for our product or service?

Understanding whether there is a market fit is crucial. Analyze customer demand and market saturation to determine if your offering solves a relevant problem or need.

2. What challenges will we face from local competitors?

Knowing your competitors’ strengths and weaknesses helps you differentiate your product or service. It’s also important to understand any loyalty they’ve built with the local audience.

3. How do we adapt our marketing strategy to fit local preferences?

Are there cultural or regional nuances that need to be reflected in your messaging or branding? Tailoring your brand narrative and approach ensures that your message connects authentically with potential customers. 

4. Do we have the operational capacity to support this expansion?

The connection between marketing and operations is one of the most important relationships in a business. Make sure your team and systems are equipped to handle the additional workload. 

5. What’s our plan for measuring success?

Knowing what success looks like will help guide your efforts as you refine your approach. Set measurable goals—whether that’s revenue, customer engagement, or brand awareness—to track progress and identify areas for improvement. 

Let’s Create Your Path to Successful Expansion

Expanding into a new market is an exciting opportunity for growth, but it takes thoughtful strategy and preparation to get it right. From evaluating market conditions to crafting tailored messaging and aligning operations, each step plays a role in ensuring long-term success.

If you’re considering market expansion, our team at Green Apple Strategy is here to help. With years of experience in developing effective marketing strategies, we’re ready to partner with you to make your next market entry a success. Contact us today to learn more about our strategic planning services and how we can support your growth.

Building a Stronger Brand from the Inside Out: Part One 

employee team working together at a table over computers

Small and mid-size businesses are facing growing challenges in hiring and retaining top talent. With a tight labor market and rising employee expectations, building a strong brand from the inside out has never been more important.

At Green Apple Strategy, we believe that a company’s internal culture is directly tied to its external brand. We’ve had the privilege of working with businesses in a variety of industries—both B2B and B2C—on how they can align their marketing and HR efforts to enhance employee engagement and retention. In this blog post, we’ll explore how employee recognition and recruitment marketing can strengthen a company’s internal culture and external brand.

Employee Recruitment and Retention: Strategies for Lasting Success

1. Get Creative with Recruitment—Think Beyond the Traditional Talent Pool

The future of recruitment calls for looking beyond typical candidates. Recent college graduates, career changers, and even passive candidates are valuable additions if approached with the right message. Think about ways you might partner with universities, host networking events, or use social media platforms like LinkedIn and Instagram to engage younger talent.

Client Example: We recently helped Charter Construction enhance recruitment efforts by launching an internship and mentorship program to attract top talent from local universities. We’re also exploring co-op opportunities to provide students with hands-on experience, opening a new pipeline of future employees excited about careers in construction.

2. Celebrate Company Culture and Create ‘Stickiness’ with Employees

Employees need a reason to stay—and company culture is often that reason. Companies with a robust culture have up to 72% higher employee engagement than those whose cultures are misaligned or need improvement.

It’s important to celebrate your culture by creating experiences that build community, like wellness programs, team retreats, or peer-recognition platforms. A workplace where employees feel valued and engaged is more likely to retain current employees and attract others.

Client Example: Earlier this year, we partnered with First Acceptance Insurance Company to develop the #FAICForward campaign, a nationwide initiative that highlights employees who embody company values. This campaign not only reinforces FAIC’s unique culture but also strengthens employee engagement by celebrating everyday contributions.

3. Recognize Employees in Meaningful Ways

Recognition goes far beyond handing out certificates or offering a free lunch. Employees want to feel seen and appreciated in ways that align with their values. 

A Gallup study found that recognition programs are one of the key drivers of employee engagement, but only 23% of workers say their company does it well. To create an effective recognition program, consider ways to create personalized rewards, career development opportunities, paid volunteer time off, or public recognition that reflects your team’s hard work.

Client Example: Crain Construction excels at recognizing employees through thoughtful gestures. From monthly “kudos” lunches on job sites to public shout-outs on social media, their consistent focus on recognition fosters a sense of belonging and celebrates the hard work behind their 90-year legacy.

4. Align Recruitment Marketing with Your Brand Identity

Successful recruitment requires effectively communicating your brand identity to potential employees. Showcase your company’s values, purpose, and culture in job postings and on career sites. Include employee testimonials, behind-the-scenes videos, and information about benefits that align with candidates’ priorities, like flexibility or mental health support.

Client Example: We collaborated with Maxwell Roofing to integrate their values into a variety of recruitment efforts, including the creation of a branded office space that reflects their identity. We also created a recruitment video featuring members of the Maxwell team, which has helped attract candidates who align with the company’s culture and mission. 

Questions to Help You Get Started

Here are a few questions to help you assess and improve your employee engagement and recruitment strategies:

  1. What do our employees value most about working here? Survey your team to find out what they appreciate about your workplace. Build on those strengths to retain talent.
  1. Do our recruitment efforts reflect who we are as a company? Ensure your job postings and outreach campaigns communicate your culture and values authentically.
  1. Are there areas where employees feel unrecognized or undervalued? Regular feedback helps you understand where recognition efforts might need improvement.
  1. Are we using the right channels to reach the talent we want? Evaluate whether your recruitment efforts are aligned with where your ideal candidates are active (e.g., social media, university job boards).

Need Help Engaging Employees or Attracting Top Talent?

A strong internal culture not only attracts top talent but also strengthens your external brand by making your business a place people want to work for and with. If you’re ready to align your recruitment, employee engagement, and brand-building strategies, contact Green Apple Strategy today. Our team would love to partner with you to create a strategic plan that supports your long-term success.

 

Open Sesame! Proven Ways to Improve Your Email Open Rates

reading an email on phone

Think about the last email you opened—what made you click? Maybe the subject line promised a solution to a pressing problem, or perhaps it came from a brand you love. Whatever the reason, something made you take action, which is the goal of every email marketer. But getting your audience to open an email isn’t always easy.

According to a recent study by Litmus, email marketing has a high ROI, generating $36 for every $1 spent. But, as we all know, the effectiveness of email marketing hinges on one crucial factor: open rates. A high open rate means more people are seeing your content, which can lead to increased engagement, conversions, and revenue.

At Green Apple Strategy, we love getting into the nitty-gritty of effective marketing tactics. We’ve spent years fine-tuning our approach to help clients maximize their email marketing efforts. Today, we’re sharing some of the best practices we’ve learned to help you improve your email open rates and get more engagement from your campaigns.

The Magic Behind Why People Open Emails

The truth is, there’s no one-size-fits-all answer to this question. It depends on a variety of factors, including:

 

    • A Connection with Your Brand — People are more likely to open emails from brands they love. Building that kind of loyalty goes beyond email alone. It’s cultivated through a consistent, personalized approach across all marketing channels. 

    • Relevant Content — Even if someone loves your brand, they still might skip your emails if the content isn’t relevant to them. That’s why segmentation and personalization are crucial for boosting open rates. We’ll dig deeper into these differentiators in the next section.

    • A Compelling or Intriguing Subject Line — A subject line is your first impression, and it can inspire readers to open an email. A great subject line should spark curiosity, offer value, or evoke emotion—anything could motivate the reader to click.

    • A Convenient Send Time — You may have the perfect message, but if it arrives at the wrong time, it could go unopened. Timing is a critical element in email success, and knowing your audience’s habits can make all the difference.

Secrets for Boosting Your Email Open Rates

Now that we know why emails get opened (or don’t), let’s dive into some actionable strategies to improve your email marketing open rates.

1. Subject Line Optimization

Your subject line is like the headline of a news story—it has to grab attention quickly. Here are some keys to craft email subject lines that will stand out in your reader’s inbox:

 

    • Keep it short and sweet: Aim for six words or less and 40 characters or less.

    • Use sentence case: Avoid all caps or excessive capitalization.

    • Include power words: Words like “can,” “do,” “find,” “get,” “latest,” and “try” can be effective.

    • Use numbers: “5 tips to improve your email marketing” is more likely to be opened than “Email marketing tips.”

    • Use emojis sparingly: A well-placed emoji can help your email stand out, but don’t overdo it.

    • Consider mobile readers: Ensure your subject line is readable on both desktop and mobile devices.

2. Segmentation for Personalization

Sending the right message to the right person is also key to improving open rates. The more targeted you can make your emails, the more likely they are to resonate. Here are a few best practices for effective segmentation:

 

    • Segment your audience as much as possible: Divide your email list into smaller, more targeted groups based on demographics, interests, behavior, or other criteria.

    • Personalize your content: Tailor your email content to the specific needs and interests of each segment.

    • Use dynamic content: Incorporate personalized elements like the recipient’s name or past purchase history.

3. Optimize Send Times

Increasing open rates is not just about what you send but when you send it. Consider the following timing strategies:

 

    • Test different send times: Experiment with sending your emails at various times of the day and week to see what works best for your audience.

    • Consider your audience: Think about when your subscribers are most likely to be checking their email.

    • Avoid peak times: Avoid sending emails during times when people are most likely to be overwhelmed with emails, such as early mornings or late afternoons.

Bonus Tip: A/B Testing for All of the Above 

For each of these tactics—whether it’s your subject line, segmentation strategy, or send time—it’s essential to conduct A/B tests. This allows you to experiment with different approaches and track what your audience responds to best. Keep detailed records of your tests to build on what works and refine your strategy over time.

Mastering the Magic: Making Your Emails Unmissable

Standing out in a crowded inbox might be more difficult than ever, but with the right strategies in place, it’s definitely possible. By optimizing your subject lines, segmenting your audience, and fine-tuning your send times, you can significantly increase your email open rates and ultimately drive more engagement. If you’re ready to take your email marketing to the next level, sign up for Green Apple Strategy’s newsletter for monthly insights into timely and relevant marketing best practices. We can help make sure your emails reach your audience and are opened—not just languishing in an inbox.

The Ultimate Guide to Planning a Successful Product Launch

Team members reviewing marketing items in an office on a screen and board

Launching a new product or service is an exciting milestone for any business. It’s your chance to introduce something fresh to the market, attract new customers, and grow your brand. But it’s also a critical moment—especially for small to midsize companies—because a lot is riding on getting it right. One misstep can mean wasted time, money, and resources. In fact, research shows that 95% of new products fail within the first year, and a poorly executed launch is often the reason why.

At Green Apple Strategy, we’ve helped businesses of all sizes, from B2B to B2C, develop marketing plans to launch new products or services. Whether you’re preparing for your first launch or looking for ways to improve, this guide offers essential steps to ensure your product reaches the right audience, drives adoption, and makes a lasting impact.

Setting the Stage: Pre-Launch Essentials for Success

Effective product launches don’t happen overnight. They require careful planning, market research, and a clear timeline. Pre-launch preparation is all about laying the groundwork to make sure your new product has the best possible chance to succeed. Here are a few resources to help: 

Cross-Team Collaboration: How to Ensure Departments Work Together

One of the most overlooked aspects of a successful product launch is internal collaboration. Your product launch will involve various departments—marketing, sales, operations, and customer service—all working toward the same goal. If these teams aren’t aligned, you’ll encounter bottlenecks, miscommunications, and missed opportunities. Here are a few different articles to enhance interdepartmental collaboration: 

Tell a Story, Build a Brand: How to Position Your Product for Success

Once you have your internal team aligned and your pre-launch planning in place, it’s time to focus on how you’re going to position your product in the market. This is where your branding and messaging come into play. Here are a few helpful articles to help you think through marketing your new product:

From Planning to Execution: Real Examples of Launch Success

Sometimes, the best way to plan your product launch is to see how others have successfully done it. Here are a few case studies that showcase how Green Apple Strategy has helped companies launch new products and services with measurable success.

  1. CaringWays: Launching a New Business Model

In 2022, CaringWays approached Green Apple Strategy to launch its brand with a new identity, website, and marketing strategy. Through careful planning and collaboration, we helped them pivot their approach to target partnerships with healthcare organizations, which became a game-changing opportunity for their business. This agile approach allowed CaringWays to adjust mid-launch while still keeping their long-term goals intact.

      2. The Gardner School: Growing in New Markets

As one of the nation’s leading early childhood education centers, The Gardner School takes a strategic approach to launching new locations. Green Apple spearheaded their market research, digital campaigns, and promotional strategies for entering new markets. Our detailed, tailored approach has consistently helped them build strong brand awareness and fill classrooms quickly.

These examples highlight the importance of agility, collaboration, and market research in any successful product launch.

Ready for Launch? We’re Here to Help Every Step of the Way

Timing is everything when it comes to launching a new product. Whether you’re still in the planning phase or need help refining your strategy, Green Apple Strategy can provide the expertise and insights you need for a successful launch.

With our tailored strategic planning services, we’ll work alongside you every step of the way—from market research and messaging to branding and implementation—to ensure your product gets the attention it deserves. Contact us today to learn more and set your next product launch up for success.

Crain Construction

Crain Construction

Bringing a 90-Year Legacy to Life

When Crain Construction, one of Nashville’s most respected general contractors, set out to celebrate their 90-year anniversary, they wanted an event that truly reflected their history.

As Crain’s strategic marketing partner, Green Apple Strategy played a pivotal role in crafting and executing this memorable event. Together, we designed a celebration that not only honored Crain’s rich history but also showcased their commitment to innovation and excellence within the Nashville community.

– Event Planning –

Capturing 90 Years of Excellence in a Single Night

To commemorate this milestone, Crain envisioned a celebration that would bring together employees, clients, partners, and industry peers. The event was held at the Prancing Horse of Nashville Ferrari Dealership, a recent Crain project, providing the perfect backdrop to showcase their work and celebrate their achievements. The dealership’s stunning atmosphere perfectly embodied the innovation and quality Crain has delivered throughout its history.

Green Apple worked closely with Crain leadership and dealership management to conceptualize the event, ensuring it was a seamless reflection of the company’s history and values. Our team took charge of the detailed logistics, handling everything from guest invitations to vendor coordination. We managed A/V needs, catering, bartenders, rentals, lighting, entertainment, décor, and valet services, choosing vendors that mirrored Crain’s deep ties to the Nashville community.

The result was a flawless evening that brought 90 years of success to life in a way that resonated deeply with Crain’s employees, partners, and guests.

– Brand Storytelling –

Honoring Crain’s Legacy and Looking to the Future

In addition to planning the event, Green Apple Strategy developed a comprehensive storytelling approach to celebrate Crain’s culture and vision. A key part of the event was a highlight video and slideshow that encapsulated Crain’s legacy and showcased the company’s strategic goals for the next decade.

To create a meaningful narrative, we interviewed three generations of the Rankin family, who have led Crain Construction for decades, along with two of Crain’s longtime clients. This personal touch provided guests with a deeper understanding of Crain’s history, values, and commitment to excellence. The slideshow that accompanied the video featured images of Crain’s most iconic projects from the past 90 years.

These storytelling elements were more than just entertainment for the evening—they became valuable assets that Crain could leverage across digital and social media platforms after the event, further enhancing their brand presence and reinforcing their leadership in the construction industry.

– Results –

A Celebration to Remember

The 90th-anniversary celebration brought together over 165 of Crain’s employees, clients, and industry partners—each of whom played a role in the company’s journey. The evening was a testament to Crain’s leadership, impact, and bright future.

Most importantly, Crain Construction’s leadership was thrilled with the outcome. The event exceeded expectations, allowing Crain to fully enjoy the night without worrying about the details. They trusted Green Apple to manage every aspect of the event, so they didn’t have to worry about a single detail and could enjoy celebrating with colleagues and friends.

Client Testimonial

“Our 90th-anniversary celebration was a wonderful event. Honestly, I do not know of anything that could have made it any better. To say Green Apple did a great job is very much an understatement.” — Mark Rankin, Vice President at Crain Construction

– Creative –

What We Did

Event Planning and Management, Brand Design, Messaging Strategy, Video Scripting & Production, Marketing Collateral Design, PR, Email Marketing, Social Media

Crain90thAnniversaryEvent-03-min
Crain90thAnniversaryEvent-38-min
Crain90thAnniversaryEvent-166-min
Crain90thAnniversaryEvent-13-min

Client

Praise

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

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Behind on Marketing Planning? Here’s How to Still Win in Q1 with Strategic Year-End Prep

It’s October, which means that many businesses are starting to think about their annual planning for the upcoming year. Trying to find a balance between finishing the year strong and looking ahead to next year is challenging, but this is the perfect moment to focus on strategic planning—especially with Q1 just around the corner. Even if you haven’t started yet, there’s still time to make sure your business hits the ground running in the year ahead. 

At Green Apple Strategy, we’re right in the thick of annual planning for our clients, and if you’re just getting started, we’ve got you covered. Here, we’re sharing some of our best resources to help you navigate each step—from pre-planning to implementation—so that you can position your business for long-term growth.

 

Pre-Planning: Getting Your Bearings Before You Begin

Before you dive into the details of a new marketing plan, it’s crucial to assess where your business stands. The right mindset and approach can make all the difference in how successful your planning efforts are. The following resources are designed to help you gain clarity on the bigger picture and get your ducks in a row.

 

1. 5 Questions to Consider Before You Start Marketing Planning

When it comes to marketing planning, proper preparation is key. This blog offers five essential questions that will guide you in reflecting on your past successes and failures while looking ahead to future opportunities. By addressing these questions, you’ll be able to approach your planning with a more disciplined and informed mindset, ensuring your strategy aligns with your business goals.

 

2. Navigating Need-Based Marketing Planning

Marketing planning isn’t one-size-fits-all. While long-term strategies are important, there are times when short-term, targeted campaigns are necessary for addressing specific business needs. This article discusses how you can strike the right balance between comprehensive planning and responsive, need-based initiatives, helping you create a more agile and effective marketing strategy.

 

3. How to Get Out of Your Comfort Zone to Find Marketing Success

Sometimes, stepping outside your comfort zone is the best way to spark new ideas and gain momentum. This resource explores how businesses can break free from routine thinking and embrace fresh, bold approaches. Whether it’s trying a new tactic or reevaluating a long-held practice, getting out of your comfort zone can lead to greater success in your marketing efforts.

 

Marketing Planning: Crafting a Strategy for Success

Once you’ve done the pre-planning work, it’s time to start shaping your marketing strategy. The resources below will help you set achievable goals, choose the right tactics, and create a roadmap for growth.

 

1. A Comprehensive Guide to Annual Marketing Planning

Over the past decade, we’ve helped countless businesses create annual marketing plans. This guide consolidates our most valuable lessons, offering a step-by-step approach to building a marketing strategy that works. From setting the right goals to effectively managing your budget, this guide will help you create a solid foundation for your marketing efforts in the coming year. 

 

2. How to Set Achievable Marketing Goals

Goal-setting is a vital part of any successful marketing plan. In this article, we’ll guide you through the process of setting goals that are not only ambitious but also realistic and achievable. Learn how to ensure your entire team is aligned and working toward the same objectives. Collaborating to determine shared goals can help generate momentum and keep everyone moving in the right direction.

 

3. Use a “Marketing Sandbox” to Discover Your Next Best Marketing Tactic

The start of a new year is often full of excitement about new marketing trends, but it can also feel overwhelming. Enter the “marketing sandbox”—a space where you can experiment with new ideas without risking your entire strategy. This resource will show you how to test out different tactics and find the ones that work best for your business, all while staying on track with your larger goals.

 

Implementation: Turning Marketing Plans Into Action

Planning is only half the battle. Once you’ve created a solid marketing strategy, the next step is to ensure it’s executed effectively. These resources will help you navigate the implementation process, from aligning sales and marketing to adapting when things don’t go as planned.

 

1. Align Your Sales and Marketing Teams

You can pour all the time and resources in the world into your marketing efforts, but if there’s no alignment with your sales team, much of that effort will go to waste. This article outlines how to ensure both teams work together toward common goals and provides practical tips for maintaining alignment throughout the year.

 

2. Develop a Process-Driven Approach

Marketing can be unpredictable, with changing needs and unexpected challenges arising at any moment. A process-driven approach to implementation ensures that you stay on course, even when things get hectic. This blog walks you through how to create a structured plan that allows for flexibility while keeping your marketing team organized and focused.

 

3. How to Pivot Your Marketing Without Abandoning Your Entire Strategy

Inevitably, there will be times when you need to make adjustments to your marketing plan. But how do you pivot without abandoning your long-term strategy? This article offers insights into how to course correct when needed while staying true to your overall objectives, helping you maintain both agility and focus.

 

It’s Not Too Late to Plan for Success 

While it may feel like time is running out, the truth is there’s still plenty of time to create a strategic marketing plan that will set your business up for success in the coming year. The crucial steps are to approach planning with clarity, align your efforts with your long-term goals, and be prepared to adapt as needed.

At Green Apple Strategy, we’re passionate about helping businesses like yours develop marketing strategies that drive growth and set the stage for long-term success. Whether you’re just getting started with year-end planning or need help fine-tuning your approach, we’re here to support you every step of the way.

If you want to get a behind-the-scenes look at our approach to developing marketing strategies or learn more about our strategic planning services, we’d love to talk.

5 Questions to Consider Before You Start Planning for 2025

If there’s one thing we’ve learned from building hundreds of annual marketing plans, it’s that proper planning requires a disciplined approach that evaluates the past and looks toward the future. This approach enables you to learn from past successes and failures, understand the changing market landscape, and align marketing strategies with your overall business objectives.

Setting aside time to consider these questions can enhance every part of your annual marketing plan — from setting more attainable goals to thinking more strategically about your annual budget.
 

5 Questions to Consider Before You Start Planning for 2025

Here are a few questions we ask our clients to help develop their annual marketing plan: 

1. What lessons were learned from the successes and failures of the current year’s marketing efforts?

Developing a marketing plan can be challenging for a variety of reasons. You can’t expect to implement the same ineffective tactics and strategies and generate different results. On the other hand, what worked last year isn’t guaranteed to work again. 

That’s why it’s helpful to truly dig into what worked and what didn’t. For example, let’s say that you ran a marketing campaign last year that was very successful. What made the campaign so successful? Was it the target audience? The messaging? The timing? Once you know what worked, you can replicate or change those elements in future marketing campaigns.

 

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

As a business owner or marketer, you know that your marketing plan should be aligned with your overall business goals and objectives. That’s why it’s so important to ask yourself this question before you start building your plan. 

This is where getting insights and perspectives from stakeholders across the company can be valuable. For example, if your company has a goal to launch a new division or product, you’ll need to invest significant marketing resources toward that effort. If you’re interested in building your team and hiring more employees, you could incorporate that goal into your marketing efforts. 
  

3. What are the main challenges and opportunities in the market that you need to address?

New technologies are emerging, new competitors are entering the market, and customer expectations are evolving. Discover what your potential customers might be thinking as time goes on before you start building your marketing plan.

By understanding these challenges and opportunities, you can adjust your marketing strategy accordingly. You might focus on developing more personalized marketing campaigns, or you might invest in new service offerings that can help you stay ahead of the competition.

 

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

In order for your marketing plan to be successful, you need to have alignment between marketing and other departments within your organization. Improving alignment between sales and marketing is an essential step. As you develop your plan for next year, be sure that your marketing and operations departments are working together to address any scalability issues. When everyone is working together in the same direction, you’re more likely to achieve your marketing goals and objectives.

 

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

What are you going to do if your tactics fail or another opportunity arises? Knowing the answer to this question before you build your marketing plan can be incredibly helpful. It’s difficult to fix the plane if you have to build the instruction manual while it’s crashing. By building mechanisms for evaluation and adjustment, you create the opportunity to pivot your marketing efforts without abandoning your entire strategy.

 

Let Green Apple Strategy Help You Plan 

Need some help getting started on next year’s marketing goals? Check out this Green Apple guide to start planning!

Our team can help you build an effective strategy to help your brand achieve its business goals. Learn more about our process or connect with our team to start a conversation.

5 Affordable Marketing Tools Every Small Business Should Be Using

“Work smarter, not harder.”

This adage has never been more relevant than in today’s fast-paced digital landscape. Small business owners and marketers are constantly being pulled in different directions. Trying to manage everything, from content creation and email marketing to customer feedback and social media, can feel overwhelming. Fortunately, you can level the playing field and achieve great results without breaking the bank.

At Green Apple Strategy, we believe that effective marketing doesn’t have to be complicated or expensive.  In fact, some of the most powerful tools are surprisingly affordable. That’s why we’ve compiled a list of our favorite marketing tools that can help you streamline your efforts, collaborate more effectively, and, ultimately, work smarter—not harder.

5 Affordable Marketing Tools for Small Businesses

1. Canva — Graphic Design Made Simple

Canva has revolutionized graphic design, making it easy for anyone to create professional-looking visuals. If you need to design social media posts, marketing materials, or presentations, Canva has a wide range of templates and elements to choose from.

Why we love it:

  • User-Friendly Interface: Canva is incredibly intuitive, even for those with no design experience.
  • Vast Library of Templates: Find templates for almost any occasion, from social media posts to business cards.
  • Affordable Pricing: Canva offers a free plan with limited features, but the paid plans are still very affordable.

2. Airtable — Collaborative Workflows for Everything 

Airtable is a versatile tool that can be used for anything from project management to operational collaboration. It’s essentially a spreadsheet on steroids, with features like customizable views, attachments, and integrations with other tools.

Why we love it:

  • Visual Organization: Airtable helps you organize everything from social media calendars to marketing campaigns in a visually appealing, easy-to-navigate layout.
  • Collaboration-Friendly: Airtable allows your entire team to contribute and stay aligned on project goals, deadlines, and deliverables.
  • Customizable Workflows: Whether you’re tracking content ideas, product launches, or customer feedback, Airtable adapts to your needs with customizable templates.

3. Campaign Monitor — Email Marketing that Works 

Email marketing is still one of the most effective ways to reach your target audience. Campaign Monitor is a powerful tool that makes it easy to create and send professional-looking email campaigns.

Why we love it:

  • Simple, Elegant Templates: Campaign Monitor offers a variety of ready-to-use templates that look polished and professional, making it easy to create beautiful emails in minutes.
  • Powerful Automation: You can set up automated emails to welcome new subscribers, celebrate milestones, or follow up after purchases—saving time while maintaining customer engagement.
  • Actionable Insights: The detailed analytics provide clear data on open rates, click-through rates, and other key metrics, helping you optimize future campaigns.

4. LoyaltyLoop — Capitalize on Customer Reviews and Feedback

Customer reviews and feedback are essential for building trust and credibility. Whether you’re requesting testimonials, looking to improve your services, or trying to boost your online reputation, LoyaltyLoop collects reviews and feedback, empowering you to take action where it matters most.

Why we love it:

  • Real-Time Feedback: LoyaltyLoop makes it easy to send surveys and request feedback, allowing you to gather insights quickly and efficiently.
  • Boosts Online Reputation: By encouraging satisfied customers to leave positive reviews, LoyaltyLoop helps improve your business’s online presence and attract new customers.
  • Improves Customer Retention: Use the feedback to identify areas for improvement, keeping your customers happy and coming back.

5. AI Tools — Marketing with More Efficiency 

AI-powered tools like ChatGPT and Claude are game-changers for content creation, research, and analytics. They can help you generate unique content ideas, conduct in-depth research, or provide valuable insights that you can use to improve your marketing strategies.

Why we love it:

  • Efficient Content Generation: From article recaps to social media captions, AI tools can help you repurpose content and create high-quality insights quickly.
  • Research Powerhouses: Need to dive deep into a topic? AI tools can pull in relevant information and provide valuable insights in seconds, making research a breeze.
  • Data-Driven Decisions: AI tools can analyze customer feedback, market trends, and campaign performance, helping you make more informed marketing decisions.

Maximize Your Marketing Impact

Managing the marketing efforts for small businesses can be challenging, but with the right tools, it doesn’t have to be. By incorporating these affordable marketing tools into your workflow, you can save time, streamline your efforts, and produce professional-quality results without a hefty price tag.

At Green Apple Strategy, we’re here to help our clients succeed in the most efficient and effective way possible. If you’re looking for more tips, tools, or insights on how to grow your business, subscribe to The Core—our monthly newsletter. Each issue delivers timely marketing trends and relevant insights designed to help small and mid-size businesses thrive.

The Gardner School

The Gardner School

Growing in New Markets

Green Apple has been The Gardner School’s full-service marketing partner since 2014. During that time, the school has grown from eight locations in four states to over 30 locations across seven states and continues to grow each year. 

Over the years, Green Apple has become a true extension of The Gardner School’s team, cultivating a deep knowledge of the brand, collaborating around new opportunities, and tackling numerous challenges together.

– Opportunity –

Supporting Expansion into New Markets

As one of the nation’s leading early childhood education centers, The Gardner School takes a strategic approach to entering new markets and launching new schools. Green Apple has spearheaded all marketing and promotional strategies for each expansion, executing detailed market research, targeted advertising, engaging digital campaigns, and designing marketing collateral tailored to each new target market. 

– Tactics –

Learning and Growing Together

After nearly a decade, we’ve gained valuable wisdom about launching new schools, but the landscape of early childhood education has changed dramatically since our partnership began. Together, we’ve adapted our tactics to achieve the most effective approach possible.

For each new school launch, the Green Apple Strategy team customizes each launch campaign to include local engagement opportunities, a public relations push, and comprehensive traditional and digital advertising to reach even more families at a lower cost per engagement.

– Results –

A Fruitful Partnership

Green Apple Strategy is proud of the partnership we’ve built as The Gardner School has grown. Through this partnership, meetings feel less like formal interactions and more like collaborative brainstorms where we can suggest ideas, work through challenges, and implement solutions to support their growth. As they’ve expanded throughout the country, we’ve helped them achieve major wins, including:

  • 3 market expansions with 26 new schools
  • 235.52% growth in website sessions since 2016
  • 253.9% annual growth in organic social media engagement in 2023
  • Over 75,000 views of TGS’s top five thought-leadership blogs in 2023
  • An email newsletter open rate of 58.6%
    • More than double the benchmark open rate for early childhood education

Client Testimonial

“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

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Client

Praise

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

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What Small Businesses Should Know About Google & Yahoo Email Authentication Updates 

In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial for small businesses to maintain effective communication with their customers. One significant update that demands the attention of small businesses is the impending Google and Yahoo email authentication updates that are set to roll out in February 2024. This might sound like tech jargon, but adapting to these updates is crucial for reaching customers through email.

As a trusted full-service marketing agency working with both B2B and B2C small businesses, Green Apple Strategy is here to guide you through these changes so that your email marketing efforts remain successful. So let’s break down what’s on the horizon and how to navigate these email authentication updates with confidence.

Why the Update? What’s Changing?

Email authentication is a critical aspect of email marketing, as it helps establish the legitimacy of the email sender. It verifies the sender’s identity, ensuring emails are legitimate and not sneaky spam. 

On February 1, 2024, Google and Yahoo are turning what was once considered best practices for email authentication into mandatory requirements. The updates primarily focus on strengthening the protocols that verify the authenticity of the email sender’s domain and ensure that emails are not being spoofed or manipulated by malicious cybersecurity attackers.

Ultimately, these authentication updates are a proactive step toward a more secure email environment. For small businesses, that’s a good thing! Fewer spammy messages mean a cleaner, more trusted email environment, which ultimately benefits everyone.

Actionable Steps for Small Businesses 

If you’re a small business relying on email to reach customers or partnering with a marketing agency for your digital marketing efforts, here’s how to update your email protocols so that any emails you send are not blocked or marked as spam:

Make Sure You’re Sending Emails from a Domain You Own

One of the key requirements for the new authentication protocols is that small businesses should be sending mail from a domain that belongs to your organization. For example, we send emails from “NAME@greenapplestrategy.com” 

Your domain name is an important part of your business or organization’s online identity, and sending emails from your own domain is key to maintaining a relationship with your subscribers. 

Implement DMARC & SPF at the Enforcement Level

The updates primarily focus on strengthening authentication protocols such as DMARC (Domain-based Message Authentication, Reporting, and Conformance) and SPF (Sender Policy Framework). At Green Apple, we’ve already helped clients update these authentications at the enforcement level. These changes instruct email providers about how to handle unauthorized emails claiming to be from a certain domain. 

Get Technical (or Find Someone Who Is)

Setting up these protocols might sound like tech jargon, but fear not! Most email service providers offer user-friendly guides and support. For example, Campaign Monitor offers built-in tools for DMARC reporting and authentication management. You can definitely DIY this process, but you must ensure the new authentications are done correctly. You’ll also want to make sure that they’re used effectively after they’re implemented.

Lean on Agency Expertise for Authentication Readiness

With the complexity of the updates, it’s even more crucial to rely on your agency’s expertise in email authentication and deliverability practices. Ensure your agency has implemented SPF, DKIM, and DMARC on your domain and configured them properly. Ask for specific details about their implementation process and compliance status.

Stay Informed Through Collaboration

Regular communication means that your business will be able to quickly adapt to evolving email authentication standards. That’s why it’s important to foster a collaborative environment that enables you to stay informed about industry updates, best practices, and any additional recommendations from your marketing agency. 

Monitor Performance and Adapt Strategies

The final step you want to take is to work closely with your marketing agency to review and adapt your email marketing strategies in response to the updates. Your agency should inform you about any significant decreases you see in open rates and work together to identify and address the root cause.

Don’t Panic, Get Prepared!

These updates might seem daunting, but with a little proactive effort, you can avoid any serious issues. Partnering with a competent and proactive marketing agency can help you navigate the email authentication updates smoothly. Trust their expertise, communicate openly, and monitor performance for a successful email marketing strategy in 2024 and beyond.

For Green Apple clients: Our dedicated digital marketing team is proactively working to help our clients seamlessly meet and comply with the new email authentication protocols, guaranteeing the continued success of their email marketing campaigns.

Bonus Tips and Resources

In addition to following these guidelines, implementing email marketing best practices is crucial. Good email practices will ensure your newsletters and marketing campaigns land in your audience’s inbox and captivate their attention. The resources below can help you build an email strategy with a solid ROI.