Trust20, a food safety training course provider, needed a comprehensive annual marketing strategy to align advertising, email marketing, social media, and content efforts across all teams. The goal was to create a structured yet adaptable plan to guide marketing initiatives, ensure cross-team collaboration, and drive measurable growth.

We developed a Fiscal Year Marketing Overview—a high-level strategy document that provided a clear roadmap for all marketing initiatives. This document served as both a planning tool and an accountability framework, ensuring that all marketing efforts were aligned with T20’s business objectives. Each section of the strategy was paired with a progress tracker. The strategy was designed to be flexible, allowing for adjustments based on performance data and market trends.

We began by setting broad annual goals that encompassed all areas of marketing, including brand awareness, customer acquisition, engagement, and retention. These goals were then broken down into quarterly plans with specific campaigns, content themes, and promotional pushes to ensure a balanced and strategic approach throughout the year. To maintain alignment across teams, we created an integrated marketing calendar that outlined key initiatives across advertising, social media, email marketing, and content. This ensured that all teams were working in sync and leveraging their efforts for maximum impact. Additionally, we implemented a monthly review process to track progress against key performance indicators, allowing for adjustments and optimizations as needed. Continuous collaboration between marketing teams was a key focus, ensuring that insights and successes were shared across departments to refine and enhance strategies in real-time.

Since implementing this structured marketing plan, Trust20 has seen a consistent year-over-year revenue increase, supported by a 116% growth in total advertising spend ($3.97M vs. $1.84M). This strategic investment led to a 312.7% improvement in conversion rates (18.42% vs. 4.55%), demonstrating the effectiveness of a coordinated marketing approach. Additionally, marketing efforts drove a 167% increase in traffic from Google Ads and generated 48,987 purchases through paid channels. Engagement metrics also improved significantly, with total clicks rising by 78% year-over-year (1.08M vs. 609K). Beyond performance metrics, the company has tracked improved brand awareness by participating in key industry events, strengthening its on-the-ground presence, and fostering new partnerships. This structured marketing approach has created a scalable and repeatable framework for long-term growth, ensuring efficiency and sustained success across all marketing functions.