Marketing direction
Clarify your audience, message and priorities. Agree what to work on, which channels fit and how to review progress.
Toronto marketing consultant
Work directly with Troy McCartan on marketing strategy, brand development and hands-on delivery in Toronto and the GTA. Set priorities, then carry the plan into campaigns, content, websites and sales materials.
Where you need support.
You may need a clearer offer, a plan for reaching customers or someone to carry the work forward. We start with your business, the people involved and what needs attention first.
Brand and launch
Connect the business plan with your identity, messaging and website so customers can understand the offer.
Campaigns and sales materials
Turn the plan into content, campaigns, product information and materials your sales team can use.
Websites and search
Make your website part of the marketing plan, with useful content, clear enquiry paths and measurement. See our approach to search visibility.
Strategy carried into the work.
Two OrangeFin client engagements, personally delivered by Troy. One supports a new business launch; the other helps an established team use its product knowledge.
From business idea to launch.
Troy is working directly with the founder to connect their business plan, brand and customer experience. The logo and brand guidelines are complete. The website is in development.
The wider scope includes online ordering and point-of-sale integration, SEO and AI search visibility, local business visibility, measurement and a chatbot using the company’s own information.
- Business planPriorities and market entry.
- Brand identityLogo and brand guidelines.Complete
- WebsiteThe online customer experience.In development
- Connected launchOrdering, search and measurement.Wider project scope
Making product knowledge useful to sales.
Client name withheld.
After listening to a customer service and quotations team, Troy identified bottlenecks in how they found and used product information. He developed a competitor product cross-reference tool now used by the inside sales team, alongside training, process improvements and AI integrations for finding company information.
Keeping the integrations within the client’s existing technology environment was a core requirement. Their security concerns shaped the planning and approach.
Competitor productsCompany product range
Cross-reference toolCompare products and identify alternatives.
Inside sales teamAssess product options and prepare the quote.
From direction to delivery.
Understand the business, choose what matters and carry the work through. Review it together before setting the next priorities.
For manufacturers, distributors and other B2B businesses, Troy brings experience of technical products, sales teams and the connection between marketing and operations. More about Troy.
- UnderstandListen to your team. Review your customers, current marketing and where work gets held up.
- Set prioritiesAgree what needs attention first, who owns it and what the work should accomplish.
- DeliverCreate the agreed campaigns, content, websites or tools alongside your team.
- Review and adjustLook at the work and available results. Use what you learn to guide the next priorities.
Choose the scope you need.
Start with the work in front of you. Ongoing support gives your team continuing direction and delivery; a defined assignment has its own scope.
Ongoing marketing support.
Senior direction and agreed execution alongside your team, with the mix of planning, production and coordination set around your priorities.
Monthly support starts at 10 hours, with additional time in 5-hour increments. The fee follows the hours, responsibilities and scope.
A defined review, plan or project.
If you need one launch, campaign, brand, website or planning assignment, we can scope that through Agency.
Hours, reporting and commitment
- An initial 3-month commitment for ongoing support.
- Client-requested meetings use the monthly allocation.
- Preparing the monthly activity and results report does not use billed hours.
- Unused hours do not roll into the following month.
- After the initial term, either party can end the engagement with 30 days’ notice.
- Additional hours, advertising spend, paid tools and outside specialists are agreed separately when needed.
Working together.
Can we start with a review, plan or project?
Yes. A defined review, plan, brand or campaign can be scoped through Agency. Ongoing support suits businesses that need marketing direction and agreed delivery alongside their team. Start with what you need help deciding or doing.
Can you work with our existing team and suppliers?
Yes. Troy can work alongside your team and existing suppliers. Responsibilities, production work and any specialist involvement are agreed in the scope.
Is ongoing support the same as fractional marketing?
Ongoing, part-time marketing leadership is often called fractional marketing. At OrangeFin, it combines senior direction with hands-on execution within an agreed scope.
How is the fee set?
The fee is agreed based on the monthly hours, responsibilities and scope. Advertising spend, paid tools and outside specialists are agreed separately when needed. A defined Agency project has its own written scope and fee.
Watch the fractional marketing explainer
This video explains the ongoing, part-time working arrangement.
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Ongoing direction and execution.
The recorded explainer describes fractional marketing support.