If you have any experience with marketing at all, you know that crafting a strategy is the easy part.
The hard part is figuring out how to let that strategy inform the tactical execution of day-to-day marketing.
The Framework takes many tried and true practices and approaches and combines them in a new way. Marketing personas? Of course. Brand messages? Absolutely. Buyers journeys? Hard yes, but you’ve never seen it like this before.
The framework isn’t just well-informed by accepted methods. It’s business-model neutral.
It’s been tested by service providers, nonprofits, consumer packaged goods, industrial suppliers, advocates, e-commerce, brick and mortar retail, software startups, and many others. As long as what you’re offering is aligned to serve the humans you are offering it to, the framework will support a solid strategy.
It’s also agnostic about the marketing channels themselves.
Literally any communication tactic might prove useful, from a highway billboard to an SMS campaign, and from a huge fundraising gala to a lowly tweet. Because we focus first and foremost on the human beings we are trying to reach, the question of “what about this channel?” becomes remarkably easy to answer.
It does all this for experienced marketers, it does this for first-time entrepreneurs, for pre-revenue startups, for I hate-social-media consultants, and for anyone else that has an offer that they’re trying to get in front of their people.
“I got our team using the Framework the very next day. It's transformative. It prioritizes what we need to say, on which channel, to whom. For a fairly new company, it's really helpful to strip away the nice-to-have communications pieces and focus first on the need-to-have elements. We even use the flywheel for non-communications work! We got that thanks to Lindsay's guidance.”
Open Lines is most impactful for entrepreneurs and organizations that have to make hard choices about how they spend their resources on marketing.
The more limited your resources are, the more benefit you’ll get because you have confidence that everything you are doing is well-informed and you know what to expect if it’s working.