Brand Strategy · Digital Marketing · Radio and Media

Stride Plus Media: One Positioning, Four Layers

Stride Plus Media came to us with no defined positioning and no clear customer profile. We built the brand strategy for Stride Radio from scratch, then carried the same positioning through the web design, the app and the paid acquisition ourselves, so nothing was lost between teams.

Brand Strategy Web Design App Google Ads Facebook Ads YouTube Ads

ClientStride Plus Media (Stride Radio)

ServicesBrand strategy · Web design · App · Paid acquisition

ChannelsGoogle Ads · Google Tag · Facebook Ads · YouTube Ads

StatusArchived project (offline)

Overview · The Brief

No Positioning,
No Customer Profile

Stride Radio needed more than a website and some ads. Before any design or campaign could work, the business had to decide who it was for and what it promised them.

We started there. The brand strategy came first, and every later layer, the site, the app and each ad channel, was built to say the same thing in the same voice.

AcquisitionGoogle Ads, Google Tag, Facebook Ads, YouTube Ads

The appListening experience on the same promise

Web designSite built from the brand, not around it

Brand strategyPositioning, customer profile, voice

Strategic Architecture

What One Team Delivered

01 / Strategy From Scratch

A defined positioning and a clear customer profile, written down before any design started.

02 / Design That Follows The Brand

The web design was built from the strategy, so the look and the message agreed from day one.

03 / An App On The Same Promise

The listening app carried the same voice as the site and the ads.

04 / One Connected Funnel

Google Ads, Google Tag conversion tracking, Facebook Ads and YouTube Ads run as one funnel, not four separate campaigns.

4 Layers 0 Handoffs 1 Voice

Foundational Systems

Core Deliverables

Strategy · Asset 01

The Positioning Foundation

A customer profile, a positioning promise, a voice and tone guide and a set of message pillars. This is the document every other layer was checked against.

Positioning Foundation

Acquisition · Asset 02

One Connected Funnel

Google Ads, Facebook Ads and YouTube Ads all lead to Stride Radio, and Google Tag conversion events report back, so each channel is judged on the same outcomes.

One Connected Funnel

Three ad channels leading to Stride Radio, with Google Tag conversion events reporting back

Consistency · Asset 03

One Voice Across Every Touchpoint

An ad, a page and an app screen all open with the same kind of headline and ask for the same next step. Because one team owned all four layers, the voice never drifted.

0 Handoffs

No outside team between strategy, design, app and campaigns.

1 Consistent Voice

The same promise in every ad, page and screen.

One Voice Across Every Touchpoint

An ad, a website section and an app screen sharing one headline pattern and one call to action

Interactive · Funnel Explorer

What Each Channel Does

Pick a channel to see its job in the funnel. It steps through on its own while it is on screen.

Channel 01 · Intent

Google Ads

Reaches people who are already searching, with copy written from the positioning so the promise in the ad matches the page they land on.

SearchAdStride Radio

Stride Plus Media: One Positioning, Four Layers

No Positioning, No Customer Profile

01 / Strategy From Scratch

02 / Design That Follows The Brand

03 / An App On The Same Promise

04 / One Connected Funnel

Core Deliverables

The Positioning Foundation

One Connected Funnel

One Voice Across Every Touchpoint

0 Handoffs

1 Consistent Voice

What Each Channel Does

Google Ads

Do your homework your own way

No Positioning,
No Customer Profile