Most businesses ask for content before they have a plan for where it will run and what it has to do: leads, sales, sponsorship, a stronger brand. We build the strategy and the plan first, then make the content that carries it, put it in front of the right people, and measure what comes back.
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How Strategy Cadet works
A short look at the strategy report system we built in-house: how it analyses your brand, your audiences and your competitors, audits every finding, and turns the analysis into a plan with the actions in ranked order.
Nobody buys a list of features. People buy the story a brand lets them tell themselves, and they only hear the stories that fit what they already believe. So we start with your story: who already wants to believe it, how to frame it in their terms, and what the business has to live up to for it to stay true. Every plan, every piece of content and every channel choice on this page serves that story.
The thinking draws on Seth Godin's All Marketers Are Liars (the one with "Tell Stories" on the cover) and the research we build on, listed at the foot of this page.
We analyse your brand, your market and your competitors, then write the plan: the story to tell each audience, framed to what they already believe; which channels; what content and how often; what it costs; and how it will be measured. It comes with the business case and the actions in ranked order, so you know what to do first. Then we make the content, run it, and report on what it returns.
The analysis runs on Strategy Cadet, the strategy report system we built in-house: live data, independent audit and a human sign-off, in twelve chapters. Once your report is run, the work starts: what type of content you need, on which channels, and how it turns into enquiries, sales or sponsorship. The free pre-flight check is a compact version of the report.
We read your brand as it stands, the audiences worth pursuing and the moments that bring them to market, the size of the prize, who holds each position now, what customers say, and the story they already tell themselves about your category. Delivered as the report.
Brand, audiences, market and competitorsFree pre-flight checkFull strategy report
We turn the analysis into the plan: the position to take, the story for each audience, the channels, the content and how often, the budget split, the measures, and the actions in ranked order, with the business case behind them.
Marketing plan for each audienceContent plan: what, where, how oftenBusiness plan and ranked actionsBudget and measures
We make the content that tells the story, in the studio that has made it for 20+ years: concept and scripts, shoots, edits, design, animation and drone.
Concept, scriptwriting and art directionVideo, photography and droneGraphic design and brand identityCampaigns and TVC when the plan calls for one
We put the content where the plan says and keep it running: your website and Google Business Profile set up and written, the pages and video that get you found and recommended, and the weekly posting, with us on site each month to capture it.
Website and Google Business ProfileOne on-site shoot a monthInstagram, Facebook and LinkedInSearch and AI-search contentTelevision, radio or outdoor: we brief and work alongside a media agency
We report against the measures the plan set, enquiries, leads, sales, sponsorship, brand presence, and adjust the content and the channels to what the numbers say.
Paid social and search campaignsMonthly report and callEnquiry and lead trackingQuarterly review of the plan
We recommend the mix for your budget after the pre-flight check.
20+ yearsACS MemberCASA certified drone operationsMelbourne, working across Australia
We do not invent the method. Each part of the analysis and the plan applies published, peer-reviewed or industry-standard work, attributed by name. The primary sources are linked so you can read them yourself.
In the report
A brand's share of advertising against its share of market predicts whether it grows or shrinks. John Philip Jones, "Ad Spending: Maintaining Market Share", Harvard Business Review, 1990.
Brand building and sales activation need different budgets and different measures; the 60:40 split we start from. Les Binet and Peter Field, IPA, 2013.
How often people search for a brand against its competitors tracks, and leads, its share of market. Les Binet, IPA EffWorks Global, 2020.
Brands grow by being easy to think of in the moments that bring buyers into the category, and easy to recognise when they get there. Byron Sharp, How Brands Grow; Jenni Romaniuk and Byron Sharp, How Brands Grow Part 2, Oxford University Press.
Innovation is not only the product; the ten types from profit model to customer engagement give each audience a full set of moves. Larry Keeley and Doblin, Wiley, 2013.
People hire a product to get a job done; the job, not the demographic, explains the purchase. Used in the search and keyword work. Clayton Christensen and others, "Know Your Customers' Jobs to Be Done", Harvard Business Review, 2016.
The drivers and barriers around a category, political to technological, scanned in the PESTLE pattern before the market is sized.
Competitive alternatives, unique attributes, the value they enable, who cares most, and the market category: the five components we work through for a business brand. April Dunford, Obviously Awesome and Sales Pitch.
In the story work
People hear the stories that fit what they already believe; a brand finds that audience, frames its story in their terms, and has to live it. Seth Godin, All Marketers Are Liars (Tell Stories), Portfolio.
A story with force names the tension between what the category says and what a group of people now wants. Douglas Holt and Douglas Cameron, Cultural Strategy, Oxford University Press.
Six traits that make people pass a story on. Jonah Berger, Contagious.
Simple, unexpected, concrete, credible, emotional, story: the checklist we score creative ideas against. Chip Heath and Dan Heath, Made to Stick.
