Audience definition, segmentation, targetable data sources, channel and messaging alignment, and the measurement that proves it works.
200+
Multi-location strategy
Top-down and bottom-up approaches to managing complex brands and multi-location businesses and driving front-line impact.
Placer · LiveRamp · Nielsen · MRI
Data, research & measurement tools
Professional-grade research and measurement tools that give management and the board numbers they can believe in.
Measurement, first
What the win looks like
Defining what the win looks like up front, so we can measure against it.
Industries in rotation
What we do
Audience and go-to-market (GTM) strategy is the plan for who you sell to, where to reach them, what to say, and how to measure whether it worked. At ARSNL, it’s built on licensed data from Placer.ai, LiveRamp, MRI-Simmons and Nielsen, plus your own GA4, CRM and POS data.
ARSNL is a strategic marketing agency wired for speed to market but reverent toward great strategy. We do the upstream work first — who the buyer is, where they are, what they respond to, and how we'll know it's working — so there's a north star for the right channels, creative, and measurement to carry it.
Primary research, licensed data, and location intelligence underpin the media plan. Audience, segmentation, channel mix, messaging, and measurement are built as one system — and the output is a coordinated, research-backed go-to-market plan.
See our work
Deliverables
A coordinated plan of attack to drive media, messaging, and measurement — six work products that hand off cleanly to the team that runs them.
01
Primary and secondary audiences, plus location-based segments built from Placer trade-area data, LiveRamp identity, and MRI-Simmons attitudinal cuts.
02
The right channels, in what weights, against which segments. Modeled with third-party reach data and our own benchmarks, sized to the business goal and the budget.
03
One core narrative, plus the USP and reasons-to-believe each segment cares about. Written so the creative brief is the natural next step.
04
A specific plan for measuring marketing activity against your business results. A testing plan to start the optimization road map. A dashboard to track it.
05
Sequencing for complex assignments, multi-market and multi-location rollouts — which markets first, which segments first, where the test cells sit, when the rest of the system turns on.
06
Share-of-voice, creative themes, channel mix, and spend patterns across the category. Powered by third-party intel that illuminates strategic and spend decisions.
Research + measurement stack
Licensed data partners we plug into every engagement — trade-area movement, identity resolution, attitudinal research, reach modeling, and competitive spend. Layered with first-party data from GA4, CRM, and POS.
What clients say
"We feel that ARSNL did a great job overall and wouldn't change the process or outcome."
Emily Grdic, Operations Manager — Fluid Manager
In the field
QSR · multi-location media program
When we picked up Bubbakoo's, the brand had just been acquired by private equity and the marketing was ready for a new level of rigor — a true brand campaign, a sharper go-to-market, a smarter media mix, and creative and social built to match. We've taken on all of it.
We started with the audience read and the brand inputs, and out of that came How Far Will You Go? — the first true brand campaign in Bubbakoo's history. It's built on a simple truth about the menu: you have more choices here. More sauces, more room to play. Order a rice bowl with guac and salsa and you're set. Or load your bowl with hibachi steak and boom boom sauce. Both are right answers.
On the media side, audience data drives the work end to end. We pinpoint high-propensity audiences, make new-location launches actually move, and shape a mix that gets out of habit and into what's working. Competitive data shows where the category is spending across digital and traditional — and where the openings are. Underneath the brand campaign sits a nuanced operating layer: app downloads, drive-to-store, online order, catering, and the rest of the retail program, each with its own audience and its own playbook.
130+
local trade areas defined
+165%
YoY growth, Cinco de Mayo campaign
Read the case
Fresh thinking
All posts
Media Best Practices
Patients expect and respond to communications that feel relevant and tailored to their individual needs.
Read post
Media Best Practices
The most effective way to reach your next boat yard or marina customer might be through a smartphone screen.
Read post
Media Best Practices
In the healthcare landscape, standing out and reaching the right patients is more critical than ever.
Read post
The team
Research, planning and measurement, done by 20+ people who work in English, Spanish and Italian and have stayed in their verticals long enough to know the patterns. The team is the product.
See the verticals we work in
Questions before we kick off?
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Placer.ai for location and trade-area intelligence, LiveRamp for identity resolution, MRI-Simmons for consumer behavior, Nielsen ONE for cross-platform measurement, and Nielsen Ad Intel for competitive spend and share of voice. Plus client-side analytics — GA4, CRM, and POS where the data lives.
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Brand strategy lives upstream of the work — mission, values, identity, the long-arc story. Audience and GTM strategy is the work that gets a brand to market. We define who buys, where they are, what they respond to, and how we'll know it worked — then we hand the plan to a team that can execute it (often ours).
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Typical engagement is six to ten weeks for a complete audience definition, segmentation, channel mix, and measurement design. Multi-market and multi-location programs sit at the longer end. Ongoing measurement and refresh cycles run quarterly.
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Yes — it's a core part of the practice. We run audience and GTM work across 200+ locations for QSR, retail, and healthcare networks, with trade-area definition, local market sizing, and audience composition tuned per market rather than averaged across the chain.
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Project-based for the initial definition and plan, then a retainer-plus model if we continue into measurement and ongoing optimization. It starts with a fact-finding conversation, then a scope tied to the outcomes you're targeting.
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Each regulated category gets its own rules before any targeting starts. In healthcare, our patient acquisition work is HIPAA-compliant, and audiences come from licensed, de-identified data sources. In cannabis and spirits, targeting follows each platform’s age and location limits and the ad rules in each state.
What's next
Then let's plan to get there.
