--- title: STRATEGY AND PLANNING GUIDE description: Learn how to create effective marketing strategies with our insightful guide. From defining objectives to understanding your audience, this guide will help you elevate your communication planning. image: https://www.nucco.co.uk/hubfs/Landing%20Page%20Assets/Strategy%20Guide/First-principles.png --- [ Back to all insights ](https://www.nucco.co.uk/insights) # STRATEGY AND PLANNING GUIDE ![First-principles](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/First-principles.png?width=1400&height=789&name=First-principles.png)   Share this article [mailto:?subject=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-planning-guideutm_medium=social&utm_source=%20&body=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-planning-guideutm_medium=social&utm_source=](mailto:?subject=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-planning-guideutm_medium=social&utm_source=%20&body=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-planning-guideutm_medium=social&utm_source=) ## **Strategy and planning for effective marketing** Our award-winning creative communications are driven by insight-led strategy. We’ve published a practical guide so you can do it too. [ Download our strategy guide here ](https://www.nucco.co.uk/strategy-and-planning-guide) ## Or read on for a flavour of what's inside. ## First Principles **This chapter lays out the broad principles** and a simple step-by-step approach that takes you from a ‘client brief’ to an ‘internal brief’ you can use with an agency or internal team tasked with solving a communications problem. ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/First-principles.png?width=1400&height=788&name=First-principles.png)   ## Objectives **Are you sure you know what you’re doing? **In this chapter, we will look at objectives. The first question to ask yourself when looking at a new brief is: Is the objective clear? ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Objectives.png?width=1400&height=788&name=Objectives.png)   ## Brand & Product **Is the brand or product clear? In this chapter, we will take a look at brand ****and product.** Once you have clarified your objective, you need to define what your campaign is selling. ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Brand-Product.png?width=1400&height=788&name=Brand-Product.png)   ## Audience **Is the audience clear?** This chapter explains how to tackle and define audiences. ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Audience-1.png?width=1400&height=788&name=Audience-1.png)   ## Context **Is the context clear? **Context provides essential information about the audience, environment, and circumstances that shape the meaning and impact of your campaign. ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Context.png?width=1400&height=788&name=Context.png)   ## Insights **Is there an insight? **In this chapter, we explore what an insight is and how to build it into a proposition. ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Insight.png?width=1400&height=788&name=Insight.png)   ## Internal Brief **Is there an internal brief?** “When forced to work within a strict framework, the imagination is taxed to its utmost – and will produce its richest ideas. Given total freedom, the work is likely to sprawl.” - TS Eliot ![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Internalbrief.png?width=1400&height=788&name=Internalbrief.png)   We hope you enjoy the series, please feel free to message Mark, our strategy partner and MD, directly with your thoughts and comments by getting in touch. [mailto:mark.iremonger@nucco.co.uk](mailto:mark.iremonger@nucco.co.uk) [ Download our strategy guide here ](https://www.nucco.co.uk/strategy-and-planning-guide)     #### Related Articles [![s1e3](https://www.nucco.co.uk/hubfs/chub_backup/Screenshot%202023-02-24%20at%2010.43.50.png) ](https://www.nucco.co.uk/insights/strategy-and-communications-planning-brand-product) Strategy ** S1E3: STRATEGY AND PLANNING GUIDE: IS THE BRAND OR PRODUCT CLEAR? ** The third article in our series to help make communications more effective by applying communications planning. [![S1E4](https://www.nucco.co.uk/hubfs/Insights/An%20Introduction%20to%20Strategy%20and%20Planning/S1E4/S1E4.jpg) ](https://www.nucco.co.uk/insights/strategy-and-communications-guide-audience) Strategy ** S1E4: STRATEGY AND PLANNING GUIDE: IS THE AUDIENCE CLEAR? ** The fourth article in our series to help make communications more effective by applying communications planning. [More articles ](https://www.nucco.co.uk/insights) Get in touch. [Let's talk. ](https://www.nucco.co.uk/contact) ## Subscribe to our newsletter Our newsletter features case studies and useful resources. It goes out about six times a year. Count me in You can unsubscribe at any time via our newsletter. 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