Services
The MacAfee Group is here to help!
Our role is to equip you to lead with purpose, clarity, and confidence. Whether you’re setting direction, managing complexity, or communicating impact, we help simplify the path, sharpen your message, and strengthen trust at every step.
How we can help
Whether you’re setting a bold new direction, aligning your team, or navigating complex challenges, we bring real experience, fresh perspective, and a steady hand to turn priorities into progress.
Strategy Creation and Alignment
We help organizations get moving in the right direction—so strategy becomes real progress.
Building Brands with Purpose
Protecting What You've Built
When your reputation is on the line, you need clarity, confidence, and a plan that holds under pressure.
Strategic Executive Support
Strategy Alignment and Creation
Strategic Planning – Building plans you’ll actually use
Every organization needs a plan, but the best ones aren’t from a template. We work with your leaders and teams to uncover what makes you unique, clarify where you want to go, and co-create a strategy you can actually use. Our sessions are collaborative and engaging—bringing out your team’s best thinking while we guide the process, connect the dots, and turn it into a clear, actionable plan.
- Design multi-year strategic plans rooted in your mission and built for your reality
- Facilitate retreats that align leadership around shared goals
- Co-create values-driven roadmaps to guide growth, change, or repositioning
- Use tools like AI and trend analysis to bring fresh insight to the process
- Align leadership and staff around where you’re going—and how you’ll get there
A great plan only matters if it becomes action. We help teams turn big ideas into realistic step-by-step roadmaps by facilitating the conversations and decisions that spark ideas and build buy-in. The result: plans that fit your goals, your resources, and your team—so everyone is aligned, energized, and ready to execute.
- Translate high-level goals into clear, actionable priorities
- Set annual plans and quarterly objectives that match capacity
- Create adaptable frameworks for new programs, initiatives, or proposals
- Define success metrics and strengthen accountability
- Bring the right people together to spark ideas and ownership
Big goals mean nothing if they don’t show up in the day-to-day. We roll up our sleeves to co-design practical tactical plans—for campaigns, launches, or initiatives—that make strategy real. These plans keep teams focused, reinforce your reputation, and give your people confidence they’re moving the needle.
- Build detailed action plans for launches, campaigns, or initiatives
- Map roles, responsibilities, and timelines so everyone knows their part
- Develop rollout plans that bring staff on board with new strategies
- Create integrated communications that reinforce strategic goals
- Connect daily work to your broader brand and reputation
The real power of planning comes from the discussions. We design and lead sessions that bring your team together, encourage open dialogue, and create a safe space to share, challenge, and decide. Our facilitation style blends structure, energy, and humour—so everyone leaves aligned, focused, and ready to move forward.
- Lead strategic retreats, visioning sessions, or board workshops
- Facilitate team discussions during change, challenge, or growth
- Support groups in navigating tough decisions
- Create space for honest, inclusive dialogue that leads to alignment
- Design interactive sessions that keep people engaged and energized
Building Brands With Purpose
Your brand is more than a logo—it’s how people experience and believe in your purpose. We work with you to shape that experience, tell your story with clarity, and strengthen the relationships that move your mission forward.
Brand Building – Defining and amplifying your purpose.
Your brand is what people say about you when you’re not in the room—and when it’s built with intention, it becomes one of your most powerful tools. We work alongside your team to clarify what your brand stands for, how it shows up in the world, and how to bring it to life consistently and meaningfully.
- Define your brand identity, values, and personality.
- Develop positioning and messaging that reflects your purpose and resonates with your audience.
- Co-create visual and narrative elements that feel authentic and aligned.
- Build internal alignment and brand literacy across teams.
- Create tools and frameworks to support consistent brand delivery.
Strategic communications connect what you say with what you stand for. We help you craft messaging that reflects your mission, builds trust, and strengthens relationships—with your audiences, partners, and people. Whether you’re launching something new or navigating complexity, we’ll work with you to create clear, confident communications that align with your strategy.
- Develop key messages and communication frameworks grounded in strategy.
- Plan communications for new initiatives, organizational change, or growth.
- Align internal and external communications to support reputation and engagement.
- Design communication strategies that reflect your values and voice.
- Support your team in delivering consistent, confident messaging.
Stories give your work meaning—and make your impact real. We work with you to find and shape the stories that matter, helping your team share them in ways that resonate with your audiences. Through collaboration, coaching, and content development, we help you turn everyday moments into meaningful narratives that connect and inspire.
- Identify and shape stories that support strategy, change, or engagement.
- Craft compelling narratives that connect emotionally and communicate clearly.
- Elevate the voices of your team, partners, or community.
- Translate complex initiatives into relatable, audience-friendly stories.
- Support leaders and spokespeople in telling your story with confidence.
The right relationships can open doors, unlock funding, and advance your mission. We work with you to identify key stakeholders, clarify your value, and build strategies for meaningful engagement. Whether you’re starting fresh or navigating a complex environment, we’ll help you connect with the people who matter most—and do it with clarity, confidence, and credibility.
- Develop stakeholder engagement strategies aligned with your goals.
- Clarify your value proposition and tailor your message to key audiences.
- Build plans for government outreach, partnership development, or funding requests.
- Map and prioritize stakeholders across sectors or levels of government.
- Support leaders in preparing for strategic conversations and public engagement.
Protecting What You've Built
Reputation & Issues Management – Protect and strengthen your credibility
We help you identify risks, monitor the landscape, and manage challenges before they escalate. Our approach blends foresight with practical tools to keep you ahead of issues and maintain stakeholder trust.
- Monitor risks and issues that could impact your reputation
- Develop proactive strategies for public or political pressure
- Craft messaging that reflects values and mitigates harm
- Support internal alignment and decision-making in sensitive moments
- Build long-term plans to rebuild or strengthen trust
When the stakes are high, we bring focus, structure, and calm. From the first hour of a crisis to the final debrief, we stand with your team to ensure you’re ready, responsive, and resilient.
- Lead real-time crisis response and communications planning
- Coordinate messaging across channels and audiences
- Prepare leaders and spokespeople for high-pressure communications
- Navigate post-crisis recovery and reputation rebuilding
The best way to test your readiness is through practice. We design customized tabletop exercises that let your team rehearse scenarios, identify gaps, and build muscle memory before a real crisis hits.
- Design scenarios tailored to your risks and sector
- Facilitate structured exercises with leaders and teams
- Identify strengths and gaps in your response plan
- Build confidence through shared experience and reflection
- Update and strengthen your crisis plan based on findings
Not every crisis can be planned—but you can have the right support on standby. We’re available when you need a trusted partner to step in, assess the situation, and help you navigate it with urgency and care.
- Provide immediate advice and decision-making support
- Develop and review messaging under tight timelines
- Coordinate response across leadership, staff, and stakeholders
- Support media engagement and public statements in real time
- Keep your team focused and aligned in fast-moving events
Strategic Executive Support
Strategic Executive Support – Clarity and credibility at the top
When high-stakes decisions need to be made, experienced judgment matters. We provide senior-level support to advise executive teams, mentor emerging leaders, and guide organizations through complex communications and public affairs challenges. Whether embedded during transition or engaged as a trusted advisor, we bring clarity, credibility, and calm when it’s needed most.
Executive Counsel – Trusted guidance in moments that matter
We partner with CEOs, senior leaders, and boards to navigate uncertainty, make tough calls, and communicate with confidence—inside and outside the organization.
Advise on strategic communications during change, crisis, or scrutiny
- Support executive positioning, messaging, and reputation
- Serve as a confidential sounding board for high-stakes decisions
- Bridge communications and operations to ensure alignment
- Provide embedded or fractional support during key transitions
Strong leadership communication doesn’t always come naturally—but it can be built. We help emerging and established leaders strengthen their voice, navigate complexity, and lead with intention.
- Coach leaders in public speaking, media, and internal communication
- Support transitions into high-profile or high-pressure roles
- Build confidence in stakeholder engagement and strategic messaging
- Guide leaders in managing visibility during challenging times
- Create space for reflection, growth, and clarity in communication
The best way to test your readiness is through practice. We design customized tabletop exercises that let your team rehearse scenarios, identify gaps, and build muscle memory before a real crisis hits.
- Design scenarios tailored to your risks and sector
- Facilitate structured exercises with leaders and teams
- Identify strengths and gaps in your response plan
- Build confidence through shared experience and reflection
- Update and strengthen your crisis plan based on findings
Not every crisis can be planned—but you can have the right support on standby. We’re available when you need a trusted partner to step in, assess the situation, and help you navigate it with urgency and care.
- Provide immediate advice and decision-making support
- Develop and review messaging under tight timelines
- Coordinate response across leadership, staff, and stakeholders
- Support media engagement and public statements in real time
- Keep your team focused and aligned in fast-moving events
Can We Help?
Whether you need to get your team aligned behind a common vision, build and protect your brand, or short-term leadership, we are here to help.
