It provides a practical structure for making clear decisions, designing the right approach, and building something that works in the real world.
GROW is not a rigid process. Some projects start with strategy. Others begin with a specific challenge. Wherever we start, the framework keeps the work rooted in purpose, audience understanding, and what’s actually achievable.
How GROW works
G
Groundwork
Setting strategy & messaging
This clarity shapes everything that follows.
This is where we get clear on what matters most, what you’re actually saying, and what good looks like – the foundational thinking that everything else depends on. We focus on your goals and priorities, the audiences that matter most, your core narrative and key messages, and what success should realistically look like given your actual constraints.
R
Roots
Designing the right programme
The right foundations carry your messages to the people who matter.
This is where we work out what kind of activity is needed – whether that’s a member engagement initiative, a thought leadership strategy, a PR programme, an internal communications reset, or a prioritised combination. We map audience journeys, make channel and content decisions, and identify where listening and interaction are needed.
O
Oxygenate
Building momentum
Strategy is only useful if your team can actually deliver it.
We turn decisions into clear plans, practical tools, and the kind of support that builds confidence as new approaches are introduced. Roles, responsibilities, templates, decision-making guidance – everything your team needs to move with confidence.
W
Water & Weed
Measuring, learning and adapting
Communication and engagement are never finished.
Water & Weed is about paying attention to what’s working, what’s changed, and what needs adjusting – without losing strategic direction. Measurement here is about insight and learning, not just numbers.
