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

marketing planning session

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

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

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

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

Your Marketing Strategy Activation Checklist 

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

1. Host a Strategy Kickoff with Key Stakeholders

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

2. Clarify Roles and Responsibilities

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

3. Establish Your Execution Engine

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

4. Create a 90-day Roadmap

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

5. Launch Your First Campaign

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

6. Align Content with the Buyer’s Journey

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

7. Sync Marketing with Sales and Operations

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

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

8. Set Up Measurement Systems 

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

9. Refine and Optimize Your Plan 

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

10. Plan for Your Next Pivot 

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

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

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

Wrapping It Up: From Strategy to Momentum

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

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

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

How to Present Marketing Wins to Your Leadership Team

woman presenting marketing wins to team

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

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

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

What Leaders Are Really Looking For

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

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

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

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

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

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

1. Know the Big Picture

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

    2. Measure What Matters

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

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

      3. Format it for Leaders

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

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

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

        4. Spotlight One Big Win

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

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

          5. Share Key Learnings

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

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

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

            6. Share What’s Next 

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

              7. Don’t Be Afraid to Ask for Feedback 

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

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

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

                Presentation Protocol: Your Marketing Report Checklist

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

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

                Connect Your Marketing to the Big Picture

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

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

                Smarter Marketing Goals for 2026: A Step-by-Step Guide

                someone taking notes in their planner

                Setting marketing goals for the new year can feel a lot like mapping out a big road trip. You’re excited about the destination, but which roads do you take? How much gas do you need? What if you run into a detour? It’s easy to get lost before you even leave the driveway.

                Identifying and defining the right marketing goals isn’t always easy. Where do you start? How do you know which goals will actually move the needle? How do you set goals that are ambitious but still realistic?

                At Green Apple Strategy, we’ve walked through this process with dozens of businesses, including many small and mid-sized companies that want to be more intentional about marketing but don’t always have the luxury of big teams or budgets. What we’ve learned is that goal setting is part reflection, part strategy, and part ruthless prioritization.

                As you look ahead to 2026, here’s a practical framework you can use to uncover your hidden strengths, identify blind spots, and set goals that align marketing with your business growth.

                Step 1: Know Your Starting Point

                The best place to begin is by looking at where you are right now. A thorough analysis of the past year is crucial. What were your goals at the start of the year? Did you hit them? Were there certain obstacles that kept you from succeeding? Maybe you were too ambitious in some areas or not ambitious enough in others.

                This is your chance to dive deep into your current efforts. We encourage our clients to undergo a comprehensive marketing audit. An independent assessment can help you uncover hidden strengths, identify potential blind spots, and address challenges head-on. It’s important to be honest with yourself and your team. You can’t improve what you don’t acknowledge. By understanding your current reality, you’ll be in a much better position to set smarter goals for the year ahead.

                Step 2: Host a Strategy Session 

                It’s one thing to have marketing goals; it’s another for them to seamlessly align with your overall business goals. That’s why we work with our clients to host a strategy session with key stakeholders from across the company.

                Often, this requires collaboration between the C-suite, marketing, business development, and even customer service and operations. The point is to understand what your company is trying to achieve. Ask questions like:

                • What are the company’s top priorities for 2026?
                • Where is leadership planning to invest most heavily?
                • Are there new markets, products, or audiences we need to support?

                This collaboration ensures your marketing plan is aligned with the goals leadership cares about most.

                Step 3: Align Goals with Your Business Strategy

                Once you have insights from key stakeholders and an understanding of your company’s overall objectives for the year, you’ll know where to invest your marketing budget for maximum impact. By being intentional with your marketing dollars, you can directly support the company’s strategic direction.

                Step 4: Narrow Down Your Priorities

                Here’s a reality check: you can’t do everything. In fact, trying to do too much is one of the fastest ways to burn out your team and dilute your impact. 

                If you could only focus on three or four marketing goals for the year, what would those be? If you could only focus on one, what would it be? These questions encourage you to identify the activities with the highest potential impact. Then, you can rank them so you know what to protect if resources or priorities shift mid-year.

                Step 5: Write Clear, Measurable Objectives

                Once you know your priorities, write them down. According to research from CoSchedule, marketers who write down their goals are 376% more likely to report success than those who don’t. 

                Remember to make your marketing goals specific, measurable, and achievable.

                • Goal: Grow our customer base.
                • Objective: Increase new customer acquisition by 15% by December 2026.

                Goals that aren’t written and measurable are simply wishful thinking.

                Step 6: Break Goals into Milestones

                Big goals are exciting, but they can feel overwhelming if you don’t break them down into actionable tactics. It can be helpful to map out quarterly or even monthly milestones to make progress.

                For example, if you want to increase website conversions by 20% this year, you might set quarterly checkpoints:

                • Q1: Audit conversion points and launch A/B testing.
                • Q2: Optimize landing pages and implement lead scoring.
                • Q3: Launch new lead nurture workflows.
                • Q4: Evaluate results and refine.

                Milestones keep you focused on progress, and they make it easier to celebrate marketing wins along the way.

                Step 7: Translate Metrics Into Insights

                It’s not enough to track the numbers—you need to turn data into decisions. This shift in how you approach your metrics can make a huge difference. By building a process for learning from your results, you’ll ensure that you’re always improving and making smarter decisions.

                For example, how will you analyze your email strategy to make sure your content is relevant? If your email open rate is low, what do you do about it? Do you adjust your subject lines? Change your send time? Knowing what metrics matter—and how you will translate them into actionable insights—is essential. The metrics you use to evaluate your marketing goals are only useful if they give you clarity on what to do next.

                Your 2026 Marketing Goal-Setting Checklist

                • Evaluate Last Year: Take an honest look at your current marketing efforts and past goals to uncover what worked and what didn’t.
                • Host a Strategy Session: Sit down with key leaders from your business to ensure your marketing goals align with company objectives.
                • Define Your Priorities: Focus on three to four goals that are most critical to your success.
                • Write it Down: Make your goals clear and specific. Write them down in a single document that everyone can access.
                • Build an Action Plan: Break down your annual goals into smaller monthly and quarterly milestones.
                • Plan Your Check-Ins: Determine how you’ll measure your progress and use the data to make adjustments throughout the year.

                Get the Right Goals. Get the Right Results.

                If you’re struggling to identify the right marketing goals for your business, you’re not alone. We’ve worked with businesses across every industry, and each has its own unique set of challenges when it comes to setting goals that matter.

                At Green Apple, our approach is built on a simple idea: a great marketing plan starts with a great conversation. We’re here to help you set the right goals and design a marketing strategy to help you achieve them. Contact us today to learn more.

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

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

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

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

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

                5 Questions to Ask During a Brand Audit

                1. Has your business changed?

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

                2. Does your brand feel outdated?

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

                3. Are you standing out or blending in?

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

                4. Is your team aligned on your brand story?

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

                5. Are you attracting the right customers?

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

                Brand Refresh Checklist: How to Navigate the Process with Purpose

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

                Clarify your business goals.

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

                Involve the right voices.

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

                Audit your current brand assets.

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

                Document your brand strategy.

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

                Create a rollout plan.

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

                Resources to Guide Your Brand Refresh

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

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

                Let’s Make Sure Your Brand Works for You

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

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

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

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

                marketing planning with november calendar and pumpkin decorations

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

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

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

                What Marketers Should Know (and Do) to Maximize Q4

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

                1. Start with an Honest Audit

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

                2. Test Something You Might Scale in 2026

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

                3. Align with 2026 Business Goals

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

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

                4. Focus on One Big Win

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

                5. Don’t Ignore What’s Already Working

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

                Practical Tips to Wrap the Year with Purpose, Not Panic

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

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

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

                2. Clean Up Your Email Lists and CRM

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

                3. Build a “2026 Ideas” Parking Lot

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

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

                4. Review Your Analytics with Intention

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

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

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

                6. Refresh Your Evergreen Content

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

                7. Celebrate What You’ve Accomplished

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

                Gather, Guide, and Grow with Green Apple

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

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

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

                How to Ask for Customer Reviews Without Sounding Desperate

                woman in apron showing a tablet to a customer

                When was the last time you bought something without reading a review first? The same is true for your customers. They want social proof before committing. 

                Whether you’re a B2B brand with a complex sales cycle or a B2C business focused on customer loyalty, your reputation drives decisions. And your customers? They’re your most powerful marketers.

                That’s why review and testimonial collection, when done thoughtfully, isn’t just a helpful business practice. It’s a reputation marketing strategy. The key is asking for feedback in a way that’s strategic, efficient, and engaging without coming across as pushy or impersonal. 

                This has become a core marketing tactic for several Green Apple clients. For example, The Gardner School’s  “Share the Love” campaign nearly tripled the amount of online reviews the school received while also strengthening relationships with current families.

                After reviewing the success of this campaign and others like it, here’s what we’ve learned about building a review and testimonial collection process that strengthens your brand and boosts long-term growth:

                Start with a Strategy: What Do You Want from Your Reviews?

                Before you start asking for feedback, get clear on your goals. What do you hope to learn or showcase?

                Once you know what you’re looking for, it’s easier to tailor your questions and choose the best channel to reach your audience.

                Bonus tip: Make sure you know how you’ll use the feedback. Whether it’s for internal customer service improvements or external marketing, you’ll collect stronger, more actionable insights if your team is aligned on the end goal.

                Timing is Everything: When to Ask for a Review or Testimonial

                The timing of your request can make or break your response rate. While there’s no one-size-fits-all solution, there are a few best practices to help you decide when and how to follow up:

                Immediately After a Positive Interaction

                If a customer expresses satisfaction during a conversation, in an email, or on a support call, that’s your cue. Follow up with a quick, personal email thanking them and inviting them to leave a review.

                2–3 Days After a Purchase or Service

                Send an email once the customer has had a chance to use the product or experience the service. For B2C businesses, this might be a standard post-purchase email. For B2B, it might be part of your client check-in process.

                During a Campaign or Seasonal Push

                Running a product launch or gearing up for your busy season? Reviews and testimonials can act as social proof to fuel momentum. Consider running a quick social campaign or SMS series that encourages customers to share their stories.

                After Milestones

                For B2B businesses, reviews may make more sense after onboarding, at quarterly check-ins, or once ROI becomes visible. Frame it as a celebration of success and a chance to highlight their experience.

                Ask the Right Questions, The Right Way

                Open-ended, thoughtful questions give you rich, useful insights. But your tone and phrasing matter, too. Here’s how to strike the right balance:

                DO: Be clear and specific.

                Instead of: “What did you think of our product?” Try: “What made you choose our [product/service], and how has it helped you?”

                You could even offer prompts for what to talk about: “Tell us what you loved about working with our team!” or “What results did you see after using our service?”

                DO: Keep it short.

                Focus on the one or two most important questions. If your ask feels like a chore, customers will skip it.

                DO: Personalize your request.

                Use the customer’s name. Reference their specific purchase. Show that this isn’t just a generic ask, it’s a real conversation.

                DO: Make it easy to say yes.

                If you want people to leave you a review, you need to make the process quick and easy. Be sure to include direct links to your preferred review platforms (Google, Yelp, G2, etc.).

                DON’T: Sound desperate.

                Avoid phrases like “We really need your help!” or “It would mean the world!” Instead, frame your ask in a way that empowers the customer: “Your feedback helps us improve and helps others make confident decisions.” 

                If you’re going to offer incentives, make sure to do it ethically. A small thank-you (like a discount code or entry into a giveaway) can go a long way.

                DON’T: Ignore negative reviews.

                Addressing negative reviews politely and professionally will demonstrate to other customers that you’re willing to engage when something goes wrong. Simple, effective communication can go a long way in turning an unhappy customer into one who gives you rave reviews. 

                Choose the Right Channel for Your Audience

                Different channels may resonate better depending on your audience and the type of feedback you’re seeking. Here are a few to consider:

                Email

                Email is still one of the most effective tools, especially when it’s personal. Avoid “noreply@” addresses. Instead, send requests from a team member or the CEO for a more authentic feel. Consider using email tools that allow for automation with customization.

                SMS

                With sky-high open rates, text marketing is great for quick polls or one-question surveys. Several of our clients use survey platforms such as Loyalty Loop or Delighted to capture customer feedback after a service call or other customer interaction. These platforms also offer the opportunity to track customer satisfaction over time through a Net Promoter Score data point.

                Social Media

                Polls, story stickers, or even posts encouraging feedback can turn followers into brand ambassadors. Make it fun and simple. Think one-click polls or “share your story” prompts.

                Forms and Feedback Widgets

                Great for passive feedback collection. You can embed testimonial forms on your website, add “Was this helpful?” buttons to blog posts, or include a review link in your email signature.

                Build a Reputation That Markets Itself

                Your customers’ stories are one of your most valuable assets. When you gather them thoughtfully and authentically, those stories become proof of your brand promise and a growth engine for your business.

                At Green Apple Strategy, we help businesses like yours build feedback systems that fuel growth, strengthen reputation, and align with your bigger marketing goals. If you’re ready to get smarter about collecting reviews and testimonials, reach out.

                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.

                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.

                Branding That Sticks: 5 Key Principles for a Lasting Impression

                how to position your brand for success

                When someone hears your company’s name, what pops into their head? Do they instantly get your brand and what you’re all about? Or do you fade into the background, lost in the sea of competitors?

                Brand identity isn’t just about logos and color schemes—it’s about creating that spark, that emotional connection that makes people think, “Yeah, I like this company!”

                A strong brand identity builds trust, creates loyalty, and sets your business apart from the noise. Consider these stats:

                • Brands that lead with a clear purpose grow at twice the rate of those that don’t. (Kantar)
                • Consistent brand presentation increases revenue by up to 23%. (Forbes)
                • 59% of customers prefer to buy from brands they trust. (Edelman)

                At Green Apple Strategy, we see branding as the sweet spot where your business goals, your marketing strategy, and your messaging all come together. If you want to build a strong, recognizable brand, these five principles will set the foundation.

                1. Find Your “Why” (Seriously, It Matters)

                Before you even think about a logo or a tagline, you have to figure out your purpose. As the wise Simon Sinek once said, “People don’t buy what you do; they buy why you do it.”

                Case Study: First Acceptance

                When First Acceptance, an auto insurance company, approached us for an employee engagement and recruitment campaign, we knew their “why” had to be the foundation. We conducted in-depth interviews with employees across all levels to uncover what made First Acceptance unique. The result? A core messaging framework rooted in purpose and values that resonated with customers and with First Acceptance employees, driving engagement and brand loyalty from the inside out.

                2. Give Your Brand Some Personality!

                A brand without personality is like a robot at a party—forgettable. Are you bold and innovative? Or warm and friendly? Your brand’s personality should shine through in everything you do.

                Case Study: Silicon Ranch

                When leading solar energy provider Silicon Ranch needed a brand refresh and a new website, we helped them craft a personality that positioned them as an industry leader. Instead of blending in with competitors, we defined a brand voice that was authoritative yet down to earth in order to resonate with their target audience across the Southeast. This brand personality became the backbone of their refreshed identity, setting them apart in a rapidly growing industry.

                3. Get to Know Your Ideal Customer

                If you’re trying to talk to everyone, you’re basically talking to no one. You need to know who your customers are, what they need, and how they like to interact with you. Tapping into the power of customer personas is key to marketing success. 

                Case Study: CaringWays

                As CaringWays prepared to launch a crowdfunding platform for medical expenses, they realized an opportunity to shift the target audience. By reevaluating their buyer personas, they changed their messaging and presence to better connect with healthcare providers, companies, and non-profits. This strategic pivot allowed them to build a brand that spoke directly to the needs and emotions of their ideal audience.

                4. Be Consistent (Everywhere!)

                Your brand should be instantly recognizable—no matter where a customer encounters it. Consistency strengthens brand recognition and trust, and it requires a coordinated effort across websites, social media, email, and advertising. 

                Case Study: Survivor Fitness

                GivingTuesday is one of Survivor Fitness’s biggest fundraising days. To stand out in a crowded space, we developed a compelling campaign theme to use across all channels—email, social media, influencer marketing, and more. The result? A cohesive, eye-catching campaign that resonated with their audience and drove meaningful engagement.

                5. Don’t Forget Your Team!

                Your employees are your biggest brand ambassadors. If they don’t understand or believe in your brand identity, neither will your customers. A strong internal marketing strategy ensures that your team embodies the brand’s mission and values.

                Case Study: Urban Sweat

                When Urban Sweat acquired 10+ new franchises, they faced a challenge—how to maintain a strong brand identity while integrating new team members. We developed internal communication strategies that introduced each franchise to the Urban Sweat brand, creating alignment across all locations. This not only helped with employee buy-in but also ensured a consistent experience for customers, no matter which location they visited.

                Turn Your Strategy into Identity and Impact

                Building a strong brand is about more than just looking good. It’s about purpose, personality, and consistency. When you get it right, your brand becomes an experience people love.

                If you think your brand could use a little TLC, we’re here to help! At Green Apple Strategy, we love crafting marketing plans that make a real impact. 

                Learn more about our unique process or connect with our team to discuss how we can help your brand shine!