Project-based & fractional

Services.

Kind Strategy works with mission-driven organizations, primarily in the public and not-for-profit sectors.

  • Public sector: municipalities, destination marketing and management organizations, economic development
  • Institutional: universities, colleges
  • Community: arts, non-profit

Project-based

Brand & marketing.

Kind Strategy supports organizations with focused brand and marketing projects. Project-based engagements are designed to help organizations make confident, informed decisions and equip teams with clear frameworks and tools.

  • Brand positioning and messaging frameworks to clarify value and ensure consistent communication across audiences and channels.
  • Visual identity development, guidelines, templates to support cohesive and accessible brand expression.
  • Audience definition and segmentation, such as markets, demographics, psychographics, to keep marketing focused.
  • Marketing and communications planning, including strategies for owned, paid, and earned campaigns across websites, social media, and advertising.
  • Creative direction for photography, videography, and other assets to ensure visual storytelling reflects brand authenticity.
  • Research and data programs, including KPI development, tracking, and analysis, to measure and articulate impact.  

I work with you to understand your organization, define scope, and identify the most effective approach. Each engagement is tailored to support internal teams, partners, and your long-term strategy.

Project-based

Qualitative research & audience insight.

Qualitative research is used to uncover motivations, perceptions, and experiences that influence behaviour and decision-making. This work helps to define audiences, unearth key insights, and test assumptions.

  • Focus groups: moderated discussions that explore perceptions, language, experiences, and ideas to reveal shared themes, points of difference, and areas of alignment or concern.
  • One-on-one interviews: conversations to explore complex topics, sensitive issues, or expert perspectives. Interviews allow for deeper engagement and are valuable when working with partners, community leaders, or specialized visitor segments.
  • Workshops: structured, facilitated sessions that combine discussion, reflection, and collaborative exercises, bringing different perspectives together to test ideas, explore scenarios, and build consensus.

Qualitative research findings are translated into practical insights that support brand development, policy and strategic planning, product and experience development, and decision-making.  

Alison Migneault, Founder of Kind Strategy smiles.

My approach is collaborative and grounded in partnership.  

For project-based engagements, I build a team of creative collaborators (graphic designers, web developers, photographers, videographers, digital marketers) to support the project.  

As a fractional CMO, I work with your in-house team, agencies, and vendors or I recommend contractors to meet your needs, providing strategic direction, senior leadership, and ongoing management of strategies and plans.  

Fractional

CMO Core.

Through a multi-month fractional engagement, I work with your leadership to define your marketing goals, develop and drive strategy forward, and measure and assess impact, while providing guidance to your in-house team, agencies, and vendors.

  • Strategic guidance and ongoing support for organizational leadership.
  • Establish marketing priorities that strengthen the organization’s mission.
  • Steward the brand and organization/destination’s reputation and profile.
  • Direct marketing and communications staff, agencies, and vendors.  
  • Design and implement marketing and communications plans.  
  • Establish, measure, interpret, and report marketing KPIs.
  • Oversight and management of marketing budget.  
  • Strategic guidance and support of special projects.  

Through this engagement, I lead the marketing function, establishing and guiding strategy, plans, and campaigns; supporting in-house teams and vendors on execution; and alleviating operational pressure on leaders.  

Multi-month retainer: expect the equivalent of one dedicated day per week, with additional ongoing access and support.

Fractional

CMO Advisor.

This engagement is designed for organizations seeking ongoing, high-level advice to inform priorities, decisions, and plans. It can also support organizations seeking guidance on shaping, growing, or transitioning their marketing function.  

  • Strategic guidance and high-level support for organizational leadership.
  • Counsel on how marketing supports organizational mission.
  • Assessment and advice for strategies and plans.
  • Direction for brand stewardship and profile development.
  • Team capability: structure/role development, vendor procurement.
  • Ongoing counsel on risks and opportunities.
  • Guidance on establishing, measuring, interpreting, and reporting marketing KPIs.

CMO Advisor provides senior marketing counsel for organizations that want executive perspective and strategic guidance in a limited advisory capacity.

Limited retainer: approximately 16 hours per month, with weekly availability.