Plan smarter with the A10 Marketing Framework.
A practical ten-step process to Analyse, Plan, Implement and Manage your marketing across Paid, Owned, Earned and Technical channels. Download the free 48-page ebook for the full methodology, tips and planning tools.
A framework built by practitioners, for practitioners.
The A10 Marketing Framework is a practical ten-step process marketers can use to Analyse, Plan, Implement and Manage their marketing communications strategy. It is designed to cover the marketing communications elements of your plan across Paid, Owned, Earned and Technical channels, the POET model, at every stage of the sales funnel, and it works for both online and offline marketing.
It was created by Ann Stanley, Founder and CTO of Anicca Digital, with the team at Anicca. Ann founded the agency in 2007, and developed the A10 in 2018 to bring the detailed steps and structure that other strategic models lacked, for the integrated, multi-channel and omni-channel projects clients need today. The free ebook shares the full methodology of each step, with tips and tool examples to apply it to your own business.
The A10 at a glance
Why marketers use the A10.
Most strategic models tell you what to think about but not how to do it. The A10 gives marketers the structure and the steps, which is why it works across very different businesses.
One framework, not ten
Its flexible logic applies to the constantly-evolving POET channels, so you do not need a new framework every time the technology changes. That longevity is the point.
Covers the whole funnel
The A10 is built to plan and implement across every stage of the sales funnel, not just the top, so awareness, consideration and conversion all connect.
Online and offline
It was deliberately designed to work for both online and offline campaigns, which makes it a fit for the integrated, omni-channel plans most brands now need.
Stops you missing the basics
It makes sure you get the fundamentals right, website usability, trust signals, analytics and brand consistency, before chasing the latest tactic.
For any size of organisation
Companies of all sizes and types use it, and it suits marketers, business managers and students alike. The structure scales to your circumstances.
What you get in the free ebook.
An extensive, practical guide to applying the A10 to your own business, free to download. If you would rather we did the planning with you, our strategy team uses the A10 with clients every day.
The full methodology
The detailed methodology of each of the ten steps, explained clearly, so you can follow the process from analysis through to ongoing management.
10 steps · ExplainedTips and tool examples
Practical tips and example tools at each step, so you can put the framework to work rather than just read about it.
Tips · TemplatesThe POET channel model
How to apply the framework across Paid, Owned, Earned and Technical channels, online and offline, at every stage of the funnel.
Paid · Owned · Earned · TechnicalFull-funnel planning
How the A10 connects activity across the whole sales funnel into one coherent strategy, rather than disconnected tactics.
Awareness to conversionGetting the basics right
Guidance on the fundamentals the framework keeps front of mind: usability, trust signals, analytics and brand consistency.
Foundations firstOr have us plan it with you
Prefer expert help? Our strategy team uses the A10 to build and run client marketing plans. Explore our strategy and planning service.
Done with youExplore →Download the free 48-page A10 ebook.
Complete the short form and we will send you the exclusive A10 guide, packed with strategy advice, platform tips and free planning tools, so you can analyse, plan, implement and manage your own marketing strategy.
- The full ten-step methodology
- Tips and tool examples throughout
- Works online and offline, across POET
- Free. No obligation.
Strategies built on the A10, for brands you might recognise.
Worked examples from long-term programmes planned and run on the A10. More in the full case-study library, filterable by service and sector.
PPC, SEO, Paid Social and Shopping across a 30,000-SKU catalogue.
14-year client partnership. Full-funnel PPC, SEO, Paid Social and Shopping programme across a 30,000-SKU catalogue on Magento + Hyvä.
Read the full case study →
Ireland’s largest independent furniture retailer.
Ireland’s largest independent furniture retailer. Full digital programme with GA4 server-side tracking, Shopping and Paid Social.
Read the full case study →
UK’s leading tree surgery equipment retailer.
UK’s leading tree surgery equipment retailer. Full-funnel Google Ads, SEO and Shopping programme across a 5,000+ SKU catalogue.
Read the full case study →Four reasons to trust the A10.
Created by a founder who uses it.
The A10 was developed by Ann Stanley, Founder and CTO of Anicca, out of nearly two decades running marketing for clients and her own business, not theory.
Proven with real clients.
It is the backbone of how Anicca plans and runs client marketing every day, refined across many industries and campaign types.
Built for longevity.
Its flexible logic keeps working as channels and technology change, so it stays useful year after year rather than dating quickly.
Practical, not academic.
Written by practitioners for practitioners, with the detailed steps, tips and tools you need to actually apply it, not just admire it.
What people ask about the A10 Framework.
What is the A10 Marketing Framework?
The A10 Marketing Framework is a practical, ten-step process for planning and running marketing. It helps you Analyse, Plan, Implement and Manage your marketing communications across Paid, Owned, Earned and Technical channels, the POET model, at every stage of the sales funnel, and works for both online and offline marketing. It was created by Ann Stanley, Founder and CTO of Anicca Digital, in 2018.
Who is the A10 Framework for?
Companies of all sizes and types. It is designed for marketers, business managers and students alike, helping you use the right tools and channels for your circumstances and making sure you get the basics right, such as website usability, trust signals, analytics and brand consistency.
Does it work for offline marketing too?
Yes. The A10 was deliberately designed to work for both online and offline campaigns, which is what makes it suitable for the integrated, multi-channel and omni-channel strategies most brands need today, rather than only digital activity.
What does POET mean?
POET stands for Paid, Owned, Earned and Technical, the four channel groups the framework plans across. Applying the A10 consistently across all four, at every stage of the funnel, is what keeps a strategy joined up rather than a collection of disconnected tactics.
How do I get the ebook?
Complete the short form on this page and we will send you the free 48-page A10 ebook, with the full methodology, tips and planning tools. There is no obligation, and if you would rather we did the planning with you, our strategy team uses the A10 with clients.
Can Anicca help me apply the A10?
Absolutely. As well as the free ebook, our strategy and planning team uses the A10 to build and run marketing plans for clients. If you would like expert help applying it to your business, get in touch and we will take it from there.
Get the framework that brings structure to your strategy. Download the ebook.
The free 48-page A10 guide, with the full methodology, tips and planning tools. Or talk to our strategy team about applying it with you.
How can
we help you?
Tell us what you are working on. A senior member of the team will get back to you within one business day, no account managers in between.
