What the Marketing Strategy grant is
The Marketing Strategy grant is a non-repayable ERDF Malta grant administered by the Measures and Support Division (MSD), co-funded under the ERDF 2021 to 2027 operational programme. It part-finances the cost of an externally commissioned marketing strategy from a service provider registered with MSD. The maximum grant is €10,000 per undertaking, payable in arrears against verified eligible expenditure.
Aid is granted under the General Block Exemption Regulation (GBER), specifically Articles 18 and 22. Among the eu schemes malta open to Maltese SMEs, it sits within the advisory cluster alongside Business Reports, Internationalisation Strategy, and Standards and Awards. For a side-by-side comparison of all six current schemes, see our overview of EU funding in Malta.
The implementation period is fixed at six months from the grant agreement — one of the shortest across the advisory schemes. The lifetime cap is one application per undertaking. The structure favours decisive SMEs that can scope, commission, and complete the work inside two quarters.
Why fund the strategy before the campaigns
Marketing budgets in micro and small enterprises tend to run in two patterns. Either the business commits to a campaign on instinct and learns what worked after the spend. Or the business invests in a strategy that defines the audience, the proposition, and the channels before committing campaign money. The ERDF Malta grant reinforces the second pattern — it funds the strategic work, not the execution.
Three commercial reasons to put a strategy in place first:
Campaign ROI improves when targeting is sharper
An ad campaign aimed at a vague audience underperforms even when the creative is strong. A documented strategy that defines customer personas, channel preferences, and competitive positioning means subsequent ad spend goes against a defined target — improving the click-through, conversion, and acquisition cost economics before the first euro of paid media is committed.
The strategy doubles as an evidence base for future grant applications
If the next step after the strategy is a digital investment (CRM, e-commerce, marketing automation), the strategy provides exactly the kind of evidence base that strengthens a follow-on Digitalise your SME or SME Enhance application. The market analysis, customer segmentation, and positioning work transfers directly into the business case for the capital investment.
It tests assumptions at low net cost
With aid intensity at 50% (or 60% for start-ups under five years), a €20,000 strategy engagement costs €10,000 net to the business. A €10,000 engagement costs €5,000 net. That is a low-cost way to challenge assumptions about who the customer is and how they buy, before committing a multiple of that spend to channels and creative.
What the strategy must cover
The scheme defines what a qualifying Marketing Strategy must contain. Reports that omit any of the six components fail the eligibility test regardless of the consultant's reputation or the quality of the rest of the document.
- Executive summary — concise overview of the strategy and its conclusions.
- Business overview — mission, vision, products and services, current industry position.
- Market analysis — target market definition, customer personas, market trends.
- Marketing goals and objectives — SMART goals (specific, measurable, achievable, relevant, time-bound).
- Positioning and branding — value proposition, brand identity, differentiation against competitors.
- Marketing strategies and tactics — digital and traditional channels, pricing approach, promotional strategy.
The deliverable is the strategy document itself. The scheme does not fund the implementation that follows from it.
| Cost | Eligible? | Notes |
|---|---|---|
| External consultancy fee for producing the strategy | Yes | Up to €10,000 grant; aid intensity 50% (60% for start-ups under five years) |
| Market research embedded in the strategy work | Yes | Where part of the agreed scope of the engagement |
| Advertising spend | No | Media, paid search, paid social, print — out of scope |
| Marketing material production | No | Brochures, video, photography, design assets — excluded |
| Campaign execution | No | Any implementation that follows from the strategy is out of scope |
| In-house staff time | No | Salaries and internal effort not eligible |
| Related-party consultancy | No | Service provider must be unrelated and autonomous from the applicant |
| VAT and duties | No | Standard ERDF position |
Who qualifies
Enterprise size
This scheme is for micro and small enterprises only. Medium-sized enterprises are not eligible under this scheme — for related strategic work, the Internationalisation Strategy scheme covers SMEs of all sizes including medium.
- Micro enterprise: fewer than 10 staff, annual turnover or balance sheet up to €2M
- Small enterprise: fewer than 50 staff, annual turnover or balance sheet up to €10M
Size is assessed on a consolidated basis where required. If the Maltese entity is majority-owned by a non-SME, confirm the consolidated position before applying.
Aid intensity by status
| Applicant status | Aid intensity | Maximum grant |
|---|---|---|
| Micro/Small start-up (=5 years from registration) | 60% | €10,000 |
| Micro/Small (>5 years from registration) | 50% | €10,000 |
Application limits
Maximum one application per undertaking over the scheme's lifetime. This is not a scheme to use for an annual refresh — the lifetime cap means the engagement needs to deliver a substantive, durable strategy rather than a tactical short-term plan.
Sector and standing
Standard ERDF exclusions apply: primary agriculture, forestry and fishing (NACE Section A), tobacco, gambling, undertakings in collective insolvency, and those subject to outstanding EU recovery orders. Confirm sector eligibility on fondi.eu.
How to maximise the grant
The grant ceiling is €10,000. Inside that ceiling, the practical question is how to scope the engagement to extract the most strategic value rather than the most consulting hours.
Define the decision the strategy needs to inform
A strategy commissioned without a clear use case typically produces a generic document. A strategy commissioned to inform a specific decision — entering a new segment, repositioning against a defined competitor, launching a new product — has a sharper output. Brief the consultant on what decision the document needs to support, not just the structural requirements of the scheme.
Bring the data the consultant cannot reasonably gather
Internal sales data, customer feedback, churn history, win/loss analysis from previous proposals. The consultant brings external research, frameworks, and analytical capacity. The combination produces a better strategy than either input alone. Where the consultant is asked to gather basic internal data from scratch, the engagement budget is spent on access rather than analysis.
Build in implementation handover
The grant does not fund execution, but the strategy is more useful where the consultant articulates the implementation requirements clearly — channel sequencing, budget allocation guidance, measurement framework, capability gaps. A strategy that leaves the business with a clear "what happens next" is worth more than one that ends at the recommendation.
Use the strategy as the platform for the next grant
If the strategy recommends a digital investment — CRM, e-commerce, marketing automation, analytics — the work transfers directly into the case for a follow-on Digitalise your SME or SME Enhance application. The marketing strategy effectively pre-funds the strategic work that would otherwise sit in the capital grant application itself.
How to apply
Applications are submitted through the Structural Funds Database (sfd.gov.mt). The process runs across four phases.
Phase 1: Preparation
- Confirm micro or small enterprise status. Medium enterprises are ineligible.
- Check the lifetime application cap — only one per undertaking under this scheme.
- Identify a service provider on the MSD register. Confirm registration before engagement.
- Brief the consultant on the six required components and the specific decision the strategy must support.
- Confirm no engagement letter has been signed and no invoice issued — costs incurred before the grant agreement are ineligible.
Phase 2: Application and grant agreement
Submit the application through sfd.gov.mt before the relevant cut-off. MSD assesses the application; if approved, a grant agreement is issued. The six-month implementation clock starts on signing.
Phase 3: Engagement and delivery
Sign the consultancy engagement after the grant agreement is signed. The service provider produces the strategy to the scheme specification. The applicant pays the invoice in full and retains all supporting documentation.
Phase 4: Claim and payment
Submit the expenditure claim with the strategy document, consultant invoice, proof of payment, Declaration of Unrelation, and any other required documentation. The grant is paid in arrears after MSD verification. The full cycle typically completes within six months of the grant agreement.
Common reasons applications fail
Medium enterprise applying under the wrong scheme
This scheme is for micro and small only. Medium enterprises are sometimes routed here in error — the correct alternative is the Internationalisation Strategy scheme for related strategic work.
Strategy missing required components
A document that omits market analysis, customer personas, or SMART objectives — even where strong on positioning and tactics — fails the structural test. The six components are not optional.
Related-party consultant
Common ownership, shared directors, or family relationships between the applicant and consultant disqualify the engagement. The Declaration of Unrelation is a formal requirement, signed by both parties.
Engagement before grant agreement
Signing the consultancy engagement letter or paying a deposit before the grant agreement is signed makes the cost ineligible. The sequence is: apply, sign grant agreement, then engage.
Treating the strategy as marketing collateral
A document that reads as a brochure, sales pitch, or social media plan does not meet the scheme requirements. Marketing material is explicitly excluded — the deliverable is a strategy, not a campaign asset.
Frequently asked questions
How much is the Marketing Strategy grant in Malta?
Maximum €10,000 per undertaking. Aid intensity 50% for micro and small enterprises trading more than five years, 60% for start-ups (five years or less). One application per undertaking over the scheme's lifetime.
Who is eligible?
Micro and small enterprises established in Malta. Medium enterprises are not eligible. Standard ERDF sector exclusions apply (agriculture, tobacco, gambling, undertakings in collective insolvency).
What must the strategy include?
Six components: executive summary; business overview; market analysis (including target market and personas); SMART marketing goals; positioning and branding; marketing strategies and tactics across digital and traditional channels.
Does the grant cover advertising spend?
No. The grant funds the strategy document only. Advertising, marketing materials, campaign execution, and any implementation that follows are excluded.
Can my in-house team prepare the strategy?
No. The strategy must come from an external, MSD-registered service provider unrelated to the applicant. In-house and related-party work is ineligible.
How long does implementation have to take?
Fixed six-month implementation period from the grant agreement. One of the shortest cycles across the advisory schemes.
Can it be combined with other schemes?
Yes — the same eligible cost cannot be double-funded, but the strategy work can feed into a follow-on application under Internationalisation Strategy or a capital investment scheme like SME Enhance or Digitalise your SME.