Blog  /  09.25.2023

Crafting Your 2024 Marketing Strategy

Follow these Essential Steps when Building a Marketing Strategy:

1. Review 2023 Strategy + Performance:

Dive into past campaign outcomes, ROI metrics, and audience engagement + feedback to uncover gaps and opportunities.

2. Establish 2024 Business Goals + KPIs:

Keep them S.M.A.R.T. — specific, measurable, achievable, relevant, and time-bound.

3. Conduct Audience Research + Identify New Insights:

Beyond reviewing demographics and consumption habits, engage in external stakeholder interviews to uncover true perception, pain points, and mindsets.

4. Refine Messaging + Brand Narrative:

Connect with audiences on an aspirational level and ensure consistency across all aspects of your internal and external brand.

5. Define Content + Distribution Strategy / Plan Determine:

Determine the most effective channels and platforms for connecting with target audiences and optimally delivering your message.

6. Identify Necessary Tools:

Evaluate the efficiency of current tools, explore emerging technologies, and ensure application to your tactical needs.

7. Set Marketing Budget:

Factor in subscriptions, advertising, and content creation costs — and set aside a contingency fund for ad-hoc opportunities or unforeseen shifts.

8. Establish Performance Review + Optimization Milestones:

Prioritize regular strategy audits — ensuring timely pivots and continuous alignment with goals.

Start planning now for a successful 2024. Let’s meld.

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FOVNDRY is an award-winning, fully integrated communications agency that has made its mark in the public and private sectors, plus a variety of membership-based associations since 2004. The firm crafts custom solutions for multiple industries, including: Health & Science, Transportation, Real Estate, Professional Services, Manufacturing and more. With offices in Rockville and Baltimore, the Maryland-based PR and Marketing firm also fulfills the Creative and Branding needs of businesses and organizations in the DMV and beyond. FOVNDRY is an SBA-certified woman-owned small business (WOSB), as well as a minority business enterprise (MBE)/disadvantaged business enterprise (DBE) in Maryland, Virginia, Washington, D.C., Delaware, North Carolina and Pennsylvania. Get to know FOVNDRY better at 301-836-1516 or, and connect daily via LinkedIn, Twitter, Facebook, and Instagram.