The Canary & Coal Process
At Canary & Coal, we don't guess—we plan. Every engagement begins with a look at your audience, your communications, your competition, and the data behind your business. From there, we build an integrated marketing strategy that unites the right messages, channels, and tactics to connect with your target audience. When every part of your marketing is working together, your brand can grow faster.
What Sets Us Apart
Flexible by Design
No two businesses or marketing challenges are the same. We build strategies around your goals, audience, budget, and opportunities—we won't force your goals into a cookie-cutter process.
Built on Relationships
We believe great work starts with trust. Our team builds long-term partnerships with clients who value having a strategic partner.
Focused on Results
Our roots in direct response marketing keep us focused on what matters: getting people to act. We combine creative thinking with data to drive measurable results.
How We Build Your Marketing Strategy
Every business is different—that's why we don't believe in one-size-fits-all marketing plans. Before we recommend a strategy, we take the time to understand what makes your business unique and what will actually move it forward. Our process combines audience research, communication analysis, competitor insights, and performance data to create a marketing communications plan built around your goals.
Audience Identification
Knowing the audience that offers the greatest potential for you is critical to making the most of your efforts. Beginning with your customers, Canary & Coal is able to help you better understand the “why” behind your success with them, and use data to identify other audience groups or segments that are promising.
Communication Auditing
Coverage, relevance, and consistency are key to building momentum with your branding, social media, lead generation, and other traditional and digital marketing efforts. Canary & Coal ensures you have the right coverage in the right media channels. Our communication auditing also supports the ability to deliver relevant communication to audience segments, while minimizing the risk that inconsistent messaging or timing will steal impact from your marketing investment.
Competitor Insights
A best guess isn’t the best way to understand your competitors. Canary & Coal has the expertise to identify and analyze your competition to help you best position yourself and capitalize on their weaknesses. We can help you to identify opportunities to gain market share and reverse-engineer their strategies to help defend your customer base from their efforts.
Strategy, Analytics, & Measurement
We go beyond basic demographics to understand your audience on a deeper, more nuanced level—uncovering the hot buttons that drive customer response and purchase. We identify their preferred sources of information, the messages that move them to action, and the ones that are a turn-off. Then we track the results and adjust as we go, so performance keeps improving over time.
Our Services
Every service Canary & Coal offers is built to work together as a part of a larger strategy. Our team coordinates a variety of services and channels into an integrated and cohesive marketing strategy.
Our Clients
The Hurrdat Family of Brands
Canary & Coal is part of the Hurrdat family of brands, giving our clients access to a broader network of marketing, media, and communications expertise. Together, Canary & Coal, Hurrdat Marketing, and Lukas Partners collaborate across disciplines to build more connected solutions for our clients.
Ready to Stop Guessing & Start Growing?
Let's work together to build a strategy around your goals—not some templated playbook.