When it comes to marketing and advertising, there’s a hard truth many businesses and organizations are grappling with: doing “more” doesn’t always mean doing what matters. And when time and money are tight, every effort counts.
That’s why I often reference something I call the Investment vs. Exposure Chart—a visual tool that maps marketing tactics across four quadrants:
- Hyper-targeted exposure
- Broad exposure
- High-dollar investment
- High-time investment
It includes common tactics like billboards, radio, TV, blogging, video content, social media, direct mail, streaming ads, networking, and strategic outreach. The takeaway? Marketing is an investment—whether you’re spending dollars, time, or both. If either is limited (and let’s be honest, they usually are), then spending wisely becomes critical. That means understanding the potential impact of each tactic, and making sure your message is showing up in front of the right people, with the right message, in the right places.
You don’t have to do everything.
You don’t have to follow every trend.
You just have to do the right things for your goals.
Where Things Go Sideways
Too often, I see businesses and nonprofits fall into reactive marketing—spending impulsively during feast-or-famine cycles, hoping a new campaign or social post will fix everything overnight.
But here’s the tough love part:
If your organization is stuck in famine mode—desperate for more clients, donors, staff, or attention—then you may not just have a marketing problem. You may have a deeper operational issue that needs attention first.
Marketing works best when it reflects what’s really going on inside your business. So it’s worth taking a moment to step back and ask:
- What’s your retention rate?
- How are your online reviews averaging?
- What are past staff, partners, or clients saying about their experience?
- Are they saying anything at all?
- How are similar organizations in other regions doing things differently—and effectively?
- What internal changes might create a better customer or employee experience that’s worth marketing in the first place?
Marketing’s job isn’t to put lipstick on a pig.
It’s to communicate your real culture, your true values, and your actual results with honesty, clarity, and intention.
At Agency Jen, we do not believe in false advertising.
It Starts from the Inside
Marketing can’t fix operational dysfunction—but it can amplify what’s working and show your impact in powerful, creative, cost-effective ways. That’s where I come in. With 20+ years in advertising, branding, and marketing—spanning local and global brands—my job isn’t just to give you a campaign. It’s to listen. To help you uncover what’s already there, and what needs to shift.
When I’m brought into the decision-making table, I listen to staff, customers, and leadership to uncover insights that shape real, results-driven marketing strategies. It’s about aligning efforts with clearly defined business goals—whether that’s more appointments, more donations, more volunteers, or more brand awareness. And yes, that means attaching specific numbers or growth targets so we know how aggressive the plan needs to be.
If we don’t define those targets, then marketing becomes directionless. And directionless marketing is wasteful marketing.
So Here’s the Bottom Line
You don’t need to market harder—you need to market smarter.
And that starts with asking the right questions, setting honest goals, and building a plan that reflects your reality—not just your wishlist.
I want to help you get there. But I can’t do it alone.
You have to want clarity, and you have to be open to change.
If you’re ready to explore what marketing could do for you—intentionally and with real impact—I’m here.
Let’s talk.
Want more clarity on your marketing strategy? Book a free 30-minute Meet & Greet to start organizing your next steps.
