CategoryDigital Strategy
ClientNova Tech
Year2023
Investment$4,000

Nova
Framework Case · Nº 007

Thirteen weeks to build Nova Tech's digital growth strategy: from channel audit and audience mapping through a prioritized roadmap to a full implementation framework the internal team could execute without an agency.

Start · May 8, 2023
Delivery · Aug 7, 2023
Studio · New York
Protozi ⁄ Studio ⁄ 2023
File · IMG_007_HERO.JPG
Format · 5400 × 3000
007
Case ⁄ Study ⁄ Nova Framework
[ PLACEHOLDER · Cover B&W · Digital Strategy project ]
13 wks.
06 phases

A strategy
they can
execute.

Scroll through each phase. The rail marks your position — the research, the hard decisions, and what the framework changed.

17 Progress ⁄ Timeline
01
02
03
04
05
06
Briefing Wk 1 · May 8
01Phase ⁄ Briefing

— May 8, 2023 · Scope alignment

Diagnose before prescribing.

Nova Tech was spending across eight digital channels with no unified model for measuring effectiveness. Individual channel managers had their own KPIs, their own tools, and their own definitions of success. The result: $340k in annual digital spend with no shared view of what was working.

01
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Week one was alignment — not strategy. Getting the right stakeholders to agree on what success actually looked like before looking at a single metric.

Stakeholder interviews10
Channels reviewed8
Annual spend mapped$340k
KPI conflicts identified14
02Phase ⁄ Audit

— May 15, 2023 · Channel + content audit

What's working, what's assumed, what's waste.

Three weeks of structured audit: channel-by-channel performance analysis, content effectiveness scoring, competitor share-of-voice mapping, and an audience segmentation review against actual customer data.

The audit produced one uncomfortable finding: the highest-spend channel had the lowest contribution to pipeline. The team had optimized for comfort metrics — impressions, followers, reach — while the channels that were actually converting were underfunded.

"We were measuring what was easy to measure, not what was driving revenue." — VP Marketing ⁄ Audit review session
03Phase ⁄ Strategy

— Jun 5, 2023 · Direction setting

One north star. Three supporting bets.

Strategy built around a single revenue-linked north star metric and three supporting bets: one proven channel to double down on, one emerging channel to test, one channel to exit.

The recommendation to exit one channel took four conversations to land. The audit data made the argument — we just had to keep showing it.

1metric
North star KPI
3bets
Channel strategy
1exit
Channel cut
04Phase ⁄ Roadmap

— Jun 19, 2023 · Prioritization

Prioritized by impact, not excitement.

90-day and 180-day roadmap built using an impact-effort matrix scored against the north star metric. 38 initiatives assessed, 12 prioritized, 6 added to the backlog, 20 rejected.

The roadmap was built for the internal team to own, not for the agency to execute. Every initiative included a success metric, an owner, and a timeline that didn't assume external resource.

04
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04
IMG_0004B[ PLACEHOLDER · Image B ]
Initiatives assessed38
Prioritized12
Rejected20
Roadmap horizon180 days
05Phase ⁄ Implementation

— Jul 10, 2023 · Framework build

A playbook the team can open on day one.

Implementation framework built as a set of operating documents: channel playbooks for the three priority channels, a measurement dashboard template in Looker Studio, a 90-day sprint planning template, and a quarterly strategy review protocol.

Everything written for the team members who would actually use it — not for the director who commissioned it.

05
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Channel playbooks3
Dashboard templates2
Sprint templates4 quarters
Review protocol1 doc
06Phase ⁄ Review

— Aug 7, 2023 · Final delivery

Handed over. Then left to run.

Final delivery session in August: full framework walkthrough with the marketing team, Q&A with the CFO on budget reallocation rationale, and a 90-day check-in protocol agreed so the internal team knew they had a call booked if anything went sideways.

Six months post-delivery: Nova Tech reported a 44% increase in marketing-attributed pipeline on 12% less total spend. The channel they exited has not been re-opened.

06
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Strategy deck42 slides
Playbooks3 docs
Dashboard setupLive
90-day check-inScheduled

The result,
by the numbers.

+44%
Pipeline attributed to marketing
-12%
Total digital spend
180days
Roadmap executed
1
Channel exited as recommended
Back to Portfolio ↗ Prossimo case ⁄ Nº 007 Bold Perspective
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