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Marketing strategy and planning

Every business needs smart, effective marketing to grow. At Robertson Collaborate, we work with you to build a focused strategy and action plan that delivers commercial results — not just activity.
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Our approach

We combine strategic thinking with hands-on action to help you acquire new customers and keep the ones you’ve already won. Our marketing plans are designed to drive growth, build capability, and deliver a measurable return on investment.

Our process

Rooted in Econsultancy’s Modern Marketing Model, our process follows six proven steps.
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  • Information Gathering: Understand your business goals and current position — from internal capabilities to external market dynamics.
  • Research and Analysis: Conduct competitor benchmarking, market mapping and audience profiling, and review your existing marketing activity and digital footprint.
  • Innovation: Identify new opportunities and ways to improve performance using proven GTM frameworks, design thinking, and marketing best practices.
  • Recommendations: Align with stakeholders, define success, and, where needed, build a commercial model to forecast performance.
  • Action Plan Finalised: Develop a clear 12-month marketing roadmap with prioritised objectives and a sequenced approach to guide effective delivery.
  • Plan Action: Support implementation, track metrics, and adjust as needed to stay on course and maximise impact.

What the marketing plan covers

Every business is different — but the goal is always the same: to reach the right audience, with the right message, through the right channels. Your tailored marketing plan brings together the key building blocks needed to grow awareness, generate demand, and drive conversions. From brand and website to content, campaigns, partnerships and AI-powered operations, we’ll help you focus on what matters most and deliver results that scale.
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Each plan is tailored to your business and can include:

  • Brand, proposition and positioning strategy: Shape a compelling brand story and market position that reflects your strengths and connects with your ideal customers.
  • Website creation, optimisation and conversion strategy: Create a high-impact website that showcases your value, attracts the right visitors and turns them into loyal customers.
  • Search, content and demand generation: Attract and engage your audience with smart content, search visibility and campaigns that build lasting demand.
  • Digital and social campaigns: paid, organic and lifecycle marketing: Run powerful, data-driven campaigns across digital and social channels that move your prospects from interest to action.
  • Media, events, PR and community activation: Raise your profile with strategic media coverage, memorable events, and community-building that drives word of mouth.
  • Sales enablement and GTM execution: Empower your sales team with the tools, messaging and strategies they need to convert more opportunities into revenue.
  • Ecosystem and strategic partnerships: Unlock new growth through partnerships that expand your reach, enhance credibility and create go-to-market momentum.
  • Data, AI and marketing operations: Supercharge your marketing with AI, data insights and streamlined operations that help you scale smarter and faster.

Whether you manage marketing in-house, outsource it, or use a hybrid approach, we’ll help you build the right mix — tailored to your goals, budget, and capacity.

Making it happen

A strategy is only as good as its execution. That’s why we don’t stop at planning. We work with you — or your chosen partners — to bring your plan to life. We’ll recommend trusted specialists where needed, from web development to PR. And if you need more hands-on help, we can step in as a fractional CMO or marketing lead. We also help you harness Artificial Intelligence (AI) — applying it in practical, focused ways to enhance sales performance, streamline marketing delivery, and unlock smarter decision-making. When used well, AI becomes a powerful advantage. You’ll leave with a clear, practical plan and the confidence to execute it. Every recommendation will be grounded in real-world experience and include measurable performance metrics. We’ll guide you through every stage — ensuring your marketing investment delivers commercial results.  

Don’t need a full plan?

Our Snapshot Review is a fast, low-commitment way to get expert input — less formal, but still packs a punch. We condense the engagement and give you a practical guide to where to focus next. Or, if you already know the issue, our Marketing Sprints provide focused support to help you make real progress. Visit the Marketing Sprints page to learn more.
Marketing Sprints
{“Robertson Collaborate has proved to be an invaluable resource; just like having our own marketing department! Catherine is wonderfully approachable and firmly and quickly grasped our brand and business model.”
Jane Adams
Co-Owner, Beam Orthodontics
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“With John’s support it was clear what we needed to do from day one. Working with clear direction and simple frameworks meant we are focussed on the short-term goals of raising brand awareness and generating broker leads whilst at the same time putting in place the sales and marketing foundations for a scaleable operation.”

Fraser Edmond
CEO, Broker Insights
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“We were very impressed by Catherine’s professional and straightforward approach. She had obviously done a lot of groundwork prior to our meeting and clearly understood our brand and its place in the market.”

Lynne Henderson
Owner, Urban Quarters

Case Studies

Please see our case studies to hear what our clients say about the difference we are making to their organisations.

Chroma Ventures Logo

Chroma Ventures

Chroma Ventures is an investment company which aims to channel flexible capital into a range of businesses with high growth potential. Robertson Collaborate provided marketing support to Chroma Ventures during their launch.

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Beam Orthodontics

With its cutting edge and innovative practice, Beam has changed the face of orthodontistry in Scotland. Building on its excellent clinical service and patient care, Beam has grown rapidly and its marketing has been driven by Robertson Collaborate for over a decade.

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Broker Insights

Broker Insights is a high-growth insurtech start-up. Its data and distribution platform acts as a digital marketplace connecting UK brokers and insurers. Working with Robertson Collaborate, it has put in place solid marketing foundations for launch and its growth.

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Scott Brothers Butchers

Scott Brothers is a family-run butchers with three shops across Dundee and over 75 staff. Robertson Collaborate has worked with them to successfully build a B2C ecommerce butchers business serving both the national UK and local consumer markets.

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Water’s Edge

Robertson Collaborate was outsourced “marketing director” for Tayforth Properties’ Water’s Edge development project, where Dundee’s oldest transit shed, known as Shed 25, was transformed into a new standard of workplace by Tayforth owners Chris van der Kuyl and Paddy Burns.

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Thorntons Family Law

Thorntons Law is one of the largest independent full service legal firms in Scotland. Robertson Collaborate worked closely with the Thorntons Family Law team to shape its strategic direction, particularly for its online presence.

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