My Flood Barrier and The Fence Team proposal
THE
ONLY
THING
THAT
MATTERS
TO
US
&
OUR
CLIENTS
IS
ROI
Supplemental Video Notes
1,000+
Small-to-Medium Businesses Strategically Advised
600+
Successful Integrated
Marketing Campaigns
7.8X
ROI
Average Client
Return On Investment
300+
Websites Produced
(Developed & Designed)
1,000,000+
High Performing
Emails Deployed
CASE STUDY
Our Commercial Real Estate Client Saw 2020 As An Eventual Blessing - First Disguised As A Curse
The Covid ERA destroyed commercial real estate firms.
With every bad, there's a good. We used this time to re-strategize.
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We entered The Lockdown with our newly signed client, a Florida-based commercial real estate company, NAME REDACTED, facing a dual challenge of low lead generation and limited brand awareness as it underwent a succession transition from a legacy owner to a new, young CEO. The company needed to revitalize its image and attract potential clients to increase business. Tocobaga initiated a rebranding campaign, focusing on a modern and dynamic image while respecting the company's legacy. We employed a mix of digital and traditional strategies, including a revamped website, selective PR strategies, networking event creations and participation in community efforts utilizing vacant properties to boost brand visibility.
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We capitalized on the new allotment of time. Planned the next 5 years with SMART goals, benchmarks and KPIs. The company's website underwent a modern redesign to enhance user experience, incorporating a sleek design and showcasing successful case studies. Multiple channels were utilized to highlight the CEO's vision while paying respect to the previous owner's cowboy persona, researched industry insights, and the revamped the client's unique selling propositions. Participation in relevant industry events allowed our client to connect with potential clients and partners.
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The strategic approach led to a significant uptick in lead generation and brand awareness, resulting in a remarkable 4.1x return on investment (ROI) in the post-Covid Era. The updated website attracted more visitors, and the CEO's active presence on social media contributed to a positive perception of the company. Tocobaga successfully positioned our client as a forward-thinking industry player, gaining trust and interest from potential clients. The successful case study underscores the importance of strategic rebranding and a multi-channel approach to lead generation. Balancing modernity with respect for legacy allowed our client to capture the attention of its target audience, ultimately leading to a substantial ROI and a strengthened market position.
CASE STUDY
Home Services Is Where The Heart Is
People get in routines because that is always how they have been doing it.
"People don't change" isn't our favorite phrase because...well...change is inevitable.
We had to use the big dog hot phrase, Change Management, to achieve our wins in Lead Gen, Sales Ops and Automations.
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A 40 year old mom-and-pop home services company, NAME REDACTED, faced the challenge of expanding its client base and increasing revenue. Their biggest challenge was the larger, corporate level competition squeezing their market share. To achieve this, NAME REDACTED needed a comprehensive lead generation strategy that would leverage multiple channels and integrate seamlessly to maximize results.
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Tocobaga implemented a multichannel approach, combining digital and traditional marketing channels. We utilized targeted online advertising, optimized their website for conversions, ran email campaigns, and engaged in local community outreach. The goal was to create a cohesive marketing ecosystem that guided potential clients through the customer journey. Track everything. We also had to clean up their entire CRM of over 40,000 contacts and develop an API to integrate with their field operating software. The company invested in targeted online advertising campaigns to reach a broader audience. Simultaneously, we revamped their website, ensuring it was user-friendly and featured compelling content. Email campaigns were personalized and segmented to nurture leads effectively.
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The integrated approach proved highly successful, resulting in an outstanding 38.7x return on investment (ROI) in 6 months. The online advertising increased visibility, the optimized website improved conversion rates, and the personalized email campaigns fostered strong customer relationships. The community outreach efforts not only contributed to brand awareness but also generated local leads. We are proud of this well-executed, multichannel lead generation strategy. The seamless integration of online and offline efforts, combined with a focus on user experience and community engagement, led to an impressive ROI. This success emphasizes the importance of a holistic approach in achieving significant outcomes in the competitive home services industry.
CASE STUDY
Challenge Accepted
We typically don't do event marketing.
We saw this as a fun challenge to up our game.
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In 2016, new, local altruistic organization wanted to partner with a national charity for a mixed used festival event. We faced the challenge of low attendance, little-to-no brand awareness outside of the organization's personal reach and limited funds for their upcoming fundraising event. They needed to boost lead generation to ensure a successful turnout and maximize donations.
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We implemented a multi-channel marketing strategy, leveraging social media, email campaigns, and partnerships with local businesses. They also optimized their website for user engagement and introduced a referral program to encourage participants to invite others. We utilized the charity's compelling storytelling in their social media posts and emails, highlighting the impact of their cause. They engaged with influencers and community leaders to amplify their message. Additionally, they collaborated with local businesses to sponsor and promote the event.
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The lead generation efforts exceeded expectations, resulting in an 8.4x return on investment (ROI) and sold out the event with 5,000 attendees. The optimized website attracted more visitors, and the referral program significantly expanded the reach. The event saw a substantial increase in attendance, leading to a successful fundraising outcome that surpassed the charity's initial goals. The success of the lead generation campaign emphasized the importance of a comprehensive, multi-channel approach. Engaging storytelling, influencer partnerships, and community involvement proved to be powerful tools in achieving remarkable ROI for the charity event. We created the marketing machine. This festival has now spawned off 5 additional metropolitan cities using our framework as their blueprint.
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Steven Fantetti
Serial Entrepreneur, M&A Attorney
10x Client
Click Here To Email -
Nate Cinal
Owner & Operator of Tampa Bay’s Only Apple B2B Certified Managed Services Provider, SCOUT IT
Preferred Referral Partner
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Dean Akers
“Leave the campsite better than you found it, and the world will be a better place because of it”
Research - TAM, SAM, and SOM
My Flood Barrier (Flood Protection Market)
Florida (TAM): Florida holds the majority of U.S. flood-risk properties. The state has about 1.73 million NFIP flood insurance policies (roughly one per high-risk structure). Assuming an average installation cost of roughly $5,000–10,000 per residential/commercial flood-barrier system (e.g. door dams, panel kits), Florida’s total addressable market is on the order of $8–17 billion. For example, 1.73M structures × $10K ≈ $17.3B. (These systems prevent costly water damage and typically last for decades.)
Tampa Bay Region (SAM): The greater Tampa Bay area (including Pinellas, Hillsborough, Pasco, Hernando, Manatee, Citrus, Polk, Sarasota) has roughly 2.1 million households (Pinellas ~440k; Hillsborough ~570k; plus ~1.1M in the other counties). Many of these are coastal or low-elevation. If about 8–10% of Florida’s at-risk properties are in Tampa Bay (Pinellas alone has ~58,400 NFIP policies), then the SAM is roughly $0.7–1.4 billion (e.g. ≈140k structures × $5–10K).
Pinellas County (SOM): Pinellas County alone has 58,410 single-family NFIP policies. Treating each policy as one structure, at $5K–10K each gives a Pinellas market of roughly $0.29–0.58 billion. This local SOM assumes full capture of Pinellas’s flood-prone properties.
In summary, Florida’s TAM for flood-barrier installations is on the order of $10+ billion (for both residential and commercial uses in flood/hurricane zones). The Tampa Bay/Saint Petersburg region represents a sizable subset (hundreds of millions), and Pinellas County itself is on the order of a few hundred million dollars.
The Fence Team (Fence Market)
Florida (TAM): The total U.S. fencing market is multi-billion, and Florida (with ~8.97M households) commands a significant share. Industry reports estimate Florida’s fence construction market at roughly $1.2 billion in 2025 (residential + commercial). As a back-of-the-envelope check, even if only ~15% of Florida homes installed fences in a given year at ~$5–7K per installation, that yields on the order of $5–9B over multiple years; annualized, the current market is in the low billions. For our TAM, we take ~$1.2B (2025) as the Florida total market for fence installation services.
Tampa Bay Region (SAM): The greater Tampa Bay metro (~2.1M households across Pinellas, Hillsborough, etc.) is roughly 24% of Florida’s households. Assuming fence demand scales with population/households, the TAM share is on the order of $0.25–0.3 billion (24% of $1.2B ≈ $0.28B). This includes both homeowner fences and contracts for hotels, schools, offices, etc., in the region.
Pinellas County (SOM): Pinellas County (≈440k households) is about 4.9% of Florida’s households. Applying this share gives a Pinellas fencing market around $0.05–0.06 billion (5% of $1.2B). This SOM assumes The Fence Team could capture all local fencing projects.
Summary: Florida’s overall fencing TAM is ~$1.2B annually. The Tampa Bay-area SAM is roughly $250–300M, and Pinellas County’s SOM is on the order of $50–60 million. These figures combine residential fences (avg. contracts in the $5–10K range) and commercial projects (often much larger per contract) across the regions.
Sources: NFIP policy counts and household estimates underpin the flood-market sizing. Fence-market sizing is based on industry analyses (e.g. IBISWorld reports of Florida’s ~$1.2B market) and proportional household scaling.
Executive Summary
Paul Bowen, owner of My Flood Barrier and The Fence Team, engaged Tocobaga to stabilize and scale lead generation across two distinct but complementary contracting businesses. Both brands sell need-based, non-impulse services that rely on timely demand, precise geographic targeting, and high-trust referral networks. Current lead flow is inconsistent, with reduced performance in Google Ads, limited returns from social media, and only modest volume from existing referral relationships. Bowen operates with a lean internal structure, supported by two virtual assistants and subcontracted install crews, and wants to scale intelligently beginning in January with systemized marketing foundations and clearer demand pipelines.
Both businesses are positioned as higher‑end, quality‑first contractors that avoid low-price competition, instead seeking clientele who value workmanship, trustworthiness, and reliable execution. My Flood Barrier has statewide sales potential for homeowners and commercial properties in flood zones, with peak demand tied to seasonal risk. The Fence Team primarily serves residential and commercial clients in Pinellas County and adjacent higher‑value pockets. The strongest growth opportunity lies in blending structured digital targeting with offline geographic precision, strengthening referral channels, expanding access to HOAs and management companies, and modernizing internal marketing systems, including ActiveCampaign automation and Google Ads optimization.
This proposal delivers a combined Tocobaga marketing and lead generation program, beginning with shared infrastructure upgrades and branching into two differentiated strategy tracks—one for My Flood Barrier and one for The Fence Team—even when specific tactics overlap. The objective is to prepare both brands to fully capitalize on seasonal demand, expand into higher‑value territories, and restore consistent six-month lead flow.
Identified Needs & Professional Action Items
Below are the core needs expressed by Paul Bowen during the discovery meeting, followed by Tocobaga‑framed action items.
1. Consistent, scalable lead flow for both businesses
"I'm looking to get a little more of a consistent inflow of leads... it doesn't seem like they're coming from anything other than me and my network."
Action: Build a structured, multi-channel lead generation program combining audience research, targeted digital campaigns, offline geographic outreach, and referral system development.
2. Improved effectiveness of Google Ads
"We don't get a ton through AdWords anymore... maybe if we need to tweak and do something with that."
Action: Audit, rebuild, and optimize both Google Ads accounts, including keyword strategy, negative keyword refinement, landing page alignment, conversion tracking, and compliance setup.
3. Efficient social media SOPs for internal staff
"If we had some sort of solid SOPs my VA can do..."
Action: Create platform‑specific SOPs for content creation, posting cadence, local targeting, and lead routing into ActiveCampaign.
4. Better audience targeting for both brands
"Who actually needs this?... fence company is more specific... flood barrier is basically flood zones."
Action: Develop ZIP‑code‑based and neighborhood‑level audience maps for each business; build tailored segmentation for campaigns and direct outreach.
5. Expansion into HOA, management companies, builders, and high‑value referral networks
"How do I get to these HOAs? These management companies?... builders I want to find new good old boy networks."
Action: Build a targeted commercial/HOA outreach program with email, mailers, and relationship‑driven workflows modeled on other successful Tocobaga clients.
6. Optimization of ActiveCampaign CRM workflows
"We use ActiveCampaign... everything is up to date but I want to do more automations."
Action: Audit and rebuild automations, lead scoring, segmentation, and follow‑up sequences, including pre/post‑estimate flows.
7. Scaling support—preparing both companies to hire when volume increases
"If I get more leads coming in, then I get a reason to hire someone to help me."
Action: Build a hiring‑funnel‑as‑marketing framework for subcontractors and crews to ensure operational capacity scales with demand.
8. Website compliance, tracking, and optimization needs
"You don't have compliance on the site... we'll add cookie notice, privacy policy, tracking, etc."
Action: Implement full compliance stack, update UX for conversions, ensure tracking/analytics are installed, and validate Google Ads conversion paths.
9. Seasonal preparation for February–June (peak flood demand)
"I want to hit it hard in February... there's a material shortage once season starts."
Action: Front‑load all foundational work (research, systems, creative, targeting, infrastructure) to ensure strong campaign performance by February 1.
Objectives
Establish consistent, predictable inbound lead flow for both My Flood Barrier and The Fence Team.
Strengthen marketing infrastructure to support measurable scaling beginning January 5.
Build brand positioning that emphasizes quality, trust, and higher-end service delivery.
Expand geographic precision targeting to reach high-value ZIP codes and flood‑zone segments.
Develop a commercial and HOA outreach program to diversify beyond homeowner one‑time purchases.
Improve internal efficiency with SOPs, CRM automation, tracking, and compliance.
Prepare each business for labor scaling through a hiring‑pipeline framework.
Create seasonal readiness for February–June, especially for flood‑related peak demand.
Goals (6‑Month)
Increase qualified inbound leads 35–50 percent for each brand.
Reduce cost per lead via rebuilt Google Ads targeting and conversion optimization.
Launch segmented campaigns for homeowners, commercial buyers, and HOAs.
Generate 3–5 new referral partners per month in higher‑value builder and contractor networks.
Establish full ActiveCampaign automation with lifecycle flows for estimates, follow‑ups, and stalled leads.
Ensure both websites meet compliance, tracking, and conversion requirements.
Produce seasonal awareness campaigns timed to pre‑hurricane season.
Combined Marketing Framework
Both brands benefit from a unified strategic foundation with differentiated tactical execution. Tocobaga’s framework focuses on:
Audience Intelligence: ZIP‑code mapping, flood‑zone prioritization, property‑level targeting.
Digital Acquisition: Optimized Google Ads, retargeting, segmented content.
Offline Precision: Direct mail, neighborhood penetration, HOA packets, strategic networking.
Referral Network Expansion: Builder partnerships, landscape/pool contractors, real estate ties.
Marketing Infrastructure: CRM automation, compliance, tracking, SOPs.
Strategy Track: My Flood Barrier
A high‑urgency, need‑based product where seasonality drives demand. Statewide potential but strongest ROI in Tampa Bay flood zones.
Positioning
A premium, high‑trust flood‑protection provider for homeowners and commercial properties in vulnerable zones. Quality, durability, and responsive service differentiate the brand from generic barrier sellers.
Core Tactics
Flood‑Zone Targeting Map: Segment Tier 1 (high‑risk), Tier 2 (moderate), Tier 3 (adjacent) ZIPs.
Google Ads Rebuild: Seasonal bidding, urgency messaging, location extensions, call‑only ads, flood‑event retargeting.
Pre‑Season Awareness Campaign (Feb–Apr): “Prepare Before You’re Underwater” creative series.
HOA and Commercial Outreach: Lakefront communities, condo boards, management companies.
Statewide Virtual Sales Program: Customer‑measured submission workflow to reduce travel friction.
Email Lifecycle: Estimate → Follow‑up → Material‑shortage urgency → Post‑install referral ask.
Storm‑Alert Automation: Triggered messaging when storms form in Gulf/Atlantic.
Strategy Track: The Fence Team
Higher‑end residential and commercial fencing specializing in Pinellas County and selective surrounding pockets.
Positioning
A premium fence contractor trusted by builders, landscape firms, and higher‑value homeowners. Focus on craftsmanship and reliability, not lowest‑bid competition.
Core Tactics
ZIP‑Code Density Strategy: Focus on Palm Harbor, Ozona, Dunedin, Safety Harbor, South Tampa.
Google Ads Rebuild: Replace broad match with precise intent terms (install, replace, contractor).
Builder Network Growth: Monthly outreach to pool contractors, hardscape pros, home builders.
HOA Perimeter Projects: Multi‑unit fencing opportunities, repair cycles, storm‑damage needs.
Local Social Proof Engine: Before/after galleries, testimonial sequences, job‑site geo tagging.
ActiveCampaign Automation: Quote follow‑ups, stalled‑lead recovery, post‑install referral system.
Offline Neighborhood Penetration: Direct mail to adjacent homeowners for every install address.
Six‑Month Roadmap
(With symbol‑ordered footnotes to be added in final version.)
Month 1: Infrastructure & Research
Audience mapping for both companies.
Google Ads audit and rebuild planning.
Website compliance + tracking installs.
CRM audit and automation blueprint.
SOP creation for social and lead handling.
Month 2: Buildout & Launch Prep
Launch rebuilt Google Ads for both brands.
Produce creative suites for each campaign.
Finalize HOA/commercial outreach materials.
Configure lifecycle email flows.
Month 3: Initial Scaling
Launch flood‑season awareness campaigns.
Begin HOA + builder outreach.
Optimize bids and audiences.
Begin neighborhood penetration mailers.
Month 4: Expansion
Introduce retargeting layers.
Launch statewide virtual‑measurement program (MFB).
Enhance social proof engine.
Month 5: Aggressive Growth
Push referral network expansion.
Add creative refresh cycles.
Release storm‑alert automations.
Month 6: Optimization & Hiring Funnel
Review capacity needs.
Deploy hiring‑pipeline campaign.
Normalize lead flow heading into peak season.
Prepared by: Tocobaga Marketing Agency & Business Advisory
6 Month Simple Gantt Chart
Proposal Summary
Comparisons & Your Price
No one wants to feel like a dumbo overpaying an outside firm.
We get it. We abhor 99% of advisors and agencies. Our industry has a lot of snake oil.
If you’re going to try to compare bid costs, you must examine the exact same
QCD+F: Quality, Cost, Deliverability + Flexibility
Average Agency Rate
$6,127
Tocobaga’s Normal Rate
$2934+
Your Tocobaga Rate
$1,497
DISCOUNT
SHOT
CLOCK
Quick-Start Next Steps
Administrative & Clerical Tasks
Invoice is deposited - either total for the month or deposit.
Tocobaga begins working
Tocobaga receives access to Tech Stack and any relevant brand collateral
Quick-Start onboarding will not be sequential - aka might be a little out of order than our normal process
Tocobaga will send over Company Services Agreement
Tocobaga will start a Slack workspace for internal communication. If you use another internal communication app, we can integrate Slack with other apps e.g. Slack two-way sync with Teams.
Tocobaga will coordinate a recurring, update meeting cadence - usually once a week initially and then every 2 weeks once we build a rhythm. If clients cannot attend because of schedule conflicts, we will record an update video and send via Slack.
If we’re ready to go right now,
the button to the invoice is below
or click on the invoice image to the right.
Once the invoice is paid, we begin.
Let’s Go ➳
ABOUT
TOCOBAGA
a
B2B, B2C SMB Strategic Advisory
&
Omni-channel, Integrated Marketing Agency
Fractional CMO FAQs
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A Fractional CMO (Chief Marketing Officer) is a part-time or shared resource hired by a company to provide strategic marketing leadership. This arrangement allows businesses to access high-level marketing expertise without the cost of a full-time executive.
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A Fractional CMO typically handles various aspects of marketing strategy, planning, and execution. Their responsibilities may include market analysis, brand development, campaign management, and team leadership. They work on a part-time basis, providing strategic guidance to help businesses achieve their marketing goals.
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1. Cost-Effective: Fractional CMOs offer high-level expertise without the full cost of a permanent executive, making it a cost-effective solution for businesses.
2. Flexibility: Companies can scale their marketing leadership up or down based on their needs, without the commitment of a full-time hire.
3. Diverse Experience: Fractional CMOs often bring diverse industry experience, providing fresh perspectives and insights to the marketing strategy.
4. Strategic Guidance: These professionals offer strategic guidance, helping businesses align marketing efforts with overall business objectives.
5. Access to Networks: Fractional CMOs may bring valuable industry connections and networks, enhancing opportunities for partnerships and collaborations.
6. Objective Perspective: Being external to the organization, Fractional CMOs can provide unbiased and objective viewpoints on marketing strategies.
7. Quick Onboarding: As seasoned professionals, Fractional CMOs can quickly adapt to the business environment, accelerating the onboarding process.
8. Task-Specific Expertise: Companies can engage Fractional CMOs for specific projects or challenges, tapping into their expertise for targeted improvements.
9. Risk Mitigation: Businesses can mitigate the risk associated with hiring a full-time CMO by testing the waters with a fractional arrangement.
10. Efficiency: With a focus on strategic planning, Fractional CMOs can optimize marketing processes for efficiency and effectiveness.
Why would a SMB hire a Fractional CMO?
Small and Medium-sized Businesses (SMBs) might choose to hire a Fractional CMO for several reasons:
1. Cost Efficiency: SMBs often have budget constraints, and a Fractional CMO allows them to access high-level marketing expertise without the cost of a full-time executive.
2. Flexibility: The variable nature of marketing needs in SMBs can be addressed with a part-time resource, adjusting the level of expertise based on the business's current requirements.
3. Strategic Insight: Fractional CMOs bring strategic thinking and experience, helping SMBs develop effective marketing strategies aligned with their business goals.
4. Resource Optimization: SMBs may not need a full-time CMO, making a fractional arrangement a practical way to optimize resources and focus on key priorities.
5. Quick Impact: Fractional CMOs can swiftly assess the marketing landscape, identify opportunities, and implement strategies to generate quick and impactful results.
6. Access to Networks: SMBs can leverage the networks and industry connections of Fractional CMOs, opening doors to potential partnerships and collaborations.
7. Task-Specific Projects: SMBs can engage a Fractional CMO for specific projects or campaigns, tailoring the arrangement to address immediate marketing needs.
8. Objective Perspective: An external CMO can provide an unbiased and objective viewpoint, offering insights that might be challenging to achieve with an in-house team.
9. Risk Mitigation: Hiring a full-time executive involves risks, but a fractional arrangement allows SMBs to test the waters and evaluate the impact of senior marketing leadership.
10. Learning Opportunity: SMBs can benefit from the knowledge transfer that occurs when working with an experienced Fractional CMO, helping build internal marketing capabilities over time.
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short answer: engagement, commitment, and scope of responsibility
more detailed answer:
1. Time Commitment:
- Fractional CMO: Works on a part-time or project-specific basis, dedicating a limited number of hours per week or month to the organization.
- Full-time CMO: Is a permanent, full-time employee committed to the organization on a daily basis.
2. Cost Structure:
- Fractional CMO: Typically charges on an hourly or project basis, providing a more cost-effective solution for businesses with budget constraints.
- Full-time CMO: Involves a fixed annual salary, potentially with additional benefits, which may be a higher financial commitment for the organization.
3. Scope of Responsibilities:
- Fractional CMO: Focuses on specific strategic initiatives, projects, or areas of expertise as agreed upon with the organization.
- Full-time CMO: Assumes a broader range of responsibilities, overseeing the entire marketing department and contributing to overall business strategy.
4. Flexibility:
- Fractional CMO: Offers greater flexibility, allowing organizations to scale up or down based on their evolving marketing needs.
- Full-time CMO: Represents a more fixed and consistent presence within the organization, which may be less adaptable to changes in workload.
5. Depth of Involvement:
- Fractional CMO: Often works at a more hands-on level, directly involved in strategy development and execution.
- Full-time CMO: Balances strategic leadership with managerial responsibilities, overseeing day-to-day operations and team management.
6. Long-Term Commitment:
- Fractional CMO: May be engaged for specific projects, a defined period, or on an ongoing but part-time basis, providing a more flexible arrangement.
- Full-time CMO: Implies a longer-term commitment to the organization, with a focus on sustained leadership and relationship building.
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short-answer: adaptability, agility, resources, communication, wisdom (experience x knowledge)
long answer:
1. Diverse Perspectives: A Fractional CMO with varied industry experience can offer diverse perspectives and insights, bringing a fresh and innovative approach to marketing strategies.
2. Cross-Industry Best Practices: They can bring best practices from different industries, adapting successful strategies and tactics to the specific needs of the organization.
3. Benchmarking Opportunities: With exposure to various industries, a Fractional CMO can provide valuable benchmarking data, helping the organization understand how its marketing performance compares to similar businesses in different sectors.
4. Adaptability: The ability to adapt strategies from one industry to another can be a key advantage. The Fractional CMO can leverage successful techniques across different markets, promoting adaptability and agility.
5. Network Access: Their extensive network across industries can open doors to potential partnerships, collaborations, and industry-specific opportunities that may not be readily apparent within a single-sector focus.
6. Innovation and Creativity: Exposure to diverse industries fosters innovation and creativity. A Fractional CMO can bring a rich mix of ideas, drawing on experiences beyond the confines of a single sector.
7. Risk Mitigation: They can provide insights into potential risks and challenges by drawing on experiences from various sectors, helping the organization proactively address issues before they become significant problems.
8. Market Trends Awareness: A Fractional CMO engaged with multiple clients in different industries stays attuned to a wide range of market trends. This knowledge can be invaluable in staying ahead of industry changes and emerging opportunities.
9. Customization for Unique Markets: Leveraging experience in various industries, the Fractional CMO can tailor marketing strategies to suit the unique characteristics and challenges of the organization's specific market.
10. Continuous Learning: A Fractional CMO involved in diverse industries is likely to be a continuous learner, staying updated on the latest trends, technologies, and strategies across various sectors, which can benefit the organization.
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1. Fractional CMO:
- A Fractional CMO typically refers to a part-time or shared Chief Marketing Officer who provides strategic marketing leadership to organizations on a flexible basis.
- They might work with multiple clients simultaneously, dedicating a certain number of hours per week or month to each client.
2. Interim Fractional CMO:
- An "Interim Fractional CMO" could imply a temporary or transitional role where the Fractional CMO is specifically engaged to fill a gap or address a short-term need.
- The "Interim" aspect suggests a focus on providing leadership during a transitional period, such as when a company is between full-time CMOs or undergoing significant changes in its marketing strategy.
SERVICES
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OVERALL STRATEGY
CAMPAIGN STRATEGIES
TACITICAL STRATEGIES
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SMART Goals, Benchmarks + KPI Planning
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- Audiences
- Targets
- Find out 4 Holy Metrics:
- Cost Per Lead
- Cost Per Acquisition
- Average Revenue of a customer within 1st year
- Lifetime Value
Quick Start Services
Marketing Execution Services
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Monitoring & Maitenance
Analytics Tracking
SEO (technical)
Live Chat optimization
Build out
* Landing pages by service
* Landing pages by service and city/region
Content
FAQs
Blog posts
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- PPC
- Google Search Ads
- Bing Search Ads
- Local Services Ads
- AdRoll - cross platform retargeting/remarketing
- Later - platform-industry specific ads w/ Angi, Yelp, etc.
- Social Ads
- AdRoll retargeting ads on FB and IG
- Pinterest might be a great avenue
- Programmatic
- We can get precise targeting
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- Technical SEO
- At least 1 blog post per month
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- Automation emails for servicing
- Marketing email campaigns
- New lead automated journeys
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- Review Capturing
- Review Monitoring
- Directory Listings optimization
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Traditional Advertising - radio, tv, newspaper, magazine, etc.
Community - sponsorships, focused local corporate responsibility
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BRANDING:
Brand Development
Brand Identities
Brand Messaging
DESIGN: Any design deliverables needed
Graphic Design, Website Design, UI (User Interface), UX (User Experience), Print Design, Online Ad Design, Video Editing, Image Editing, Custom Illustrations, Newspaper Ads and Design, Magazine Ads and Design, Brick & Mortar Exterior Signage, etc.
Support Services
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create a Google Data Studio or similar to aggregate analytics into
1) Snapshot
2) by campaign/tactic
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Setup every task and project in your PM app, Asana?
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- Starting line: I would want to come in office to War Room around y'all's schedules and work from the office a few days in the beginning. There's always smaller things to absorb just being around that is lost in digital communication
- Slack (or whatever your team uses) for direct communication. We prioritize client communication above email, calls and texts. We keep all conversations in Slack/Teams to have transparency and a searchable knowledge base.
- Update meetings: Weekly until we find a rhythm and go biweekly. I keep them 30 minutes and apply the EOS system to keep it efficient.
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- Will need to learn your automation processes to streamline any redundant tasks
Possible add-ons services and costs
Online Ad/PPC ad spend without markup
Video Content Production
Purchasing Email Lists via Data Broker
Programmatic Direct Messaging
Approach
Strategy-first approach: work big to small. Macro to Micro. The biggest gaffe in the outsourced marketing services sector is focusing on tactics to begin. Our approach is the following 6 phases:
1. Define Objectives, S.M.A.R.T. goals and Current Analysis & Resource Audit (a current strategy review, branding assessment, resource audit and marketing performance report).
2. Thorough research.
3. Develop a leveraging integrated, omnichannel strategy in lock step communication and approval with the client.
4. Project management execution with respect to achieving KPIs, budgets and resources
5. Analyze quantitative and qualitative reporting.
6. Continuously improve
Strategic plans without execution = a fun idea.
Discipline is the ultimate freedom.
Over-communicate until you have concise shorthand.
Time is a commodity.
Think 3 steps ahead. Contingency plan IFTTT scenarios.
Be agile & adaptable.
The obstacle is the way.
Work short-term and long term at the same time.
Analyze the past while proactively, continuously improve your present and future.
Execute omnichannel, integrated marketing campaigns, online and off.
Work macro and micro.
Generalize and specialize.
Strategic and tactical.
A/B test.
ROI should be the client's main focus and many drill down minutiae. ROI (Return On Investment) is the only thing that matters to our clients (and us). It is the cover image on every one of our proposal decks. It is our mantra; our North Star philosophy. We must provide multiple X ROI for our clients or we cease to exist.
