C:\HOWL> brief --new
Brands for organisations that are better than they look
Howl Marketing is an Alberta practice for organisations whose substance is real and whose reputation hasn't caught up. We build the strategy, the systems and the workflows that close the gap, then stay on to keep them running.
Most of our clients don't have a marketing problem
They have a legibility problem. The expertise is real and so is the track record. The people who need to see it can’t.
The signal is already there, buried under everything else the organisation does. Publishing more on top of it doesn’t make it louder. It adds noise.
EVERYTHING THE ORGANISATION SAYS 12 MONTHS ┌────────────────────────────────────────────┐ │ ▒░░░░░▒░░░░░░▒░▒▒░░░░█▒▒░▒▒▒▒▒░▒░░▒░░░░░░░ │ │ ░░░░░▒░░░░▒▒░▒░░░▒▒░░█░░░░░░░░░░░░░░░▒░▒▒░ │ │ ░░░░░░░▒░▒░▒░░░░░░░░░█░░▒░░░░░▒░░░░░░░▒░░░ │ │ ▒▒░░░░░▒░░░▒░░░░░░░░░█░▒░░▒▒░░░░░░▒░░░▒░░░ │ │ ░░░░▒░░░▒░░░░░░░░▒░▒░█▒░░░░▒░░░░░▒░░░░░░░░ │ │ ▒░░░░░░░░▒░░▒░░░░░░░░█░░░░▒░░▒░░░░▒▒░░▒▒░░ │ └──────────────────────┬─────────────────────┘ │ └── the one thing worth hearing // output is not the problem. legibility is.
Decide what you are actually saying
We find the true thing and put it at the centre. The positioning, the language and the proof you lead with all get built out from there.
Then it becomes a plan: what runs, to whom, in what order, and what each piece is for. You get a campaign calendar you can hand to someone else to execute, instead of spending a quarter re-deciding what the organisation stands for.
CAMPAIGN PLAN Q1 Q2 Q3 Q4 ┌──────────────────┬──────┬──────┬──────┬──────┐ │ POSITIONING │ ████ │ │ │ │ │ MESSAGE HOUSE │ ░███ │ █░░░ │ │ │ │ LAUNCH │ │ ████ │ ██░░ │ │ │ SECTOR CAMPAIGNS │ │ ░░██ │ ████ │ ███░ │ │ MEASUREMENT │ │ │ ░███ │ ████ │ └──────────────────┴──────┴──────┴──────┴──────┘ ▲ └── decided once // handed over, not re-decided every quarter
Connect the things that do not talk
Most marketing stalls in the gaps between tools. The CRM does not know what happened on the website. The form fills a mailbox nobody owns. The list is a spreadsheet that was current in March.
We connect them, then automate the handoffs one person is doing by hand and holding in their head. An enquiry reaches the right person. The record updates itself. Reporting comes out of the work instead of being a job at month end.
BEFORE AFTER ┌────────┐ ┌────────┐ ┌────────┐ │ SITE │ │ CRM │ │ SITE │ └────────┘ └────────┘ └────┬───┘ │ ┌────────┐ ┌────────┐ ┌────┴───┐ ┌────────┐ │ FORMS │ │ EMAIL │ │ CRM │──▶│ REPORT │ └────────┘ └────────┘ └────┬───┘ └────────┘ │ four tools, ┌────┴───┐ no wires │ INBOX │ [ OK ] └────────┘
Make it run without you
A campaign that only works while someone is watching it is not a system.
We build the workflows around it: intake, approval, publishing, measurement. The same result happens whether or not anyone remembers the steps. That is what separates a brand that launches from one still being used correctly eighteen months later.
┌──────────┐ ┌──────────┐ ┌──────────┐ │ INTAKE │──▶│ APPROVAL │──▶│ PUBLISH │ └──────────┘ └──────────┘ └────┬─────┘ ▲ │ │ ▼ ┌────┴─────┐ ┌──────────┐ │ REVIEW │◀─────────────────│ MEASURE │ └──────────┘ └──────────┘ runs whether or not anyone remembers // a campaign you have to watch is not a system
Organisations that have to be taken seriously
Member organisations, public bodies, healthcare, and businesses whose buyers check before they buy. In Alberta and across Canada.
Usually they are the credible option in their category. They just do not look like it yet.
WHERE THE WORK IS
MEMBER ORGANISATIONS ████████████████░░░░
PUBLIC BODIES ██████████████░░░░░░
HEALTHCARE ███████████░░░░░░░░░
BUSINESS / INDUSTRY █████████░░░░░░░░░░░
──────────────────────────────────────────
ALBERTA ▓▓▓▓
BEYOND ▓▓
// usually the credible option in the category.
// they just do not look like it yet.
C:\HOWL> dir /w