Tampa Backup Generators proposal
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Supplemental Video Notes
Google Drive folder: https://drive.google.com/drive/folders/1HJYZ5jdvYdtQKR6pSv5Tagup9LXMMmu7?usp=sharing
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.
“Leave the campsite better than you found it, and the world will be a better place because of it”
Quick Research Notes
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TAM (Total Addressable Market): $16.38 Billion This represents the theoretical maximum market size if every single household in both counties purchased a generator. It includes all 819,355 total households across Hillsborough (583,192 households) and Pasco (236,163 households) counties.
SAM (Serviceable Available Market): $7.21 Billion This narrows the market down to properties where a permanent standby generator is structurally and legally feasible. It strictly isolates owner-occupied, single-family detached homes, filtering out renters, apartments, townhomes with restrictive HOAs, and mobile homes. This reduces the viable pool to 360,675 households.
SOM (Serviceable Obtainable Market): $2.34 Billion This is your immediate, highly qualified target audience. It takes the SAM and applies a strict financial filter—only including households earning $100,000 or more annually to ensure they have the credit health to easily secure financing for a $20,000 unit. Finally, it removes the estimated 6.5% of the U.S. market that already owns a home standby generator. This leaves an actionable, unpenetrated target base of 117,199 households.
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Cost Per Lead (CPL): The cost to generate an inquiry in the home services and generator sector generally ranges from $50 to $300. On Google Ads, the blended average is $104. However, this varies drastically by intent: branded search campaigns (e.g., searching for your specific dealership) average just $34 per lead, while competitive non-branded campaigns (e.g., "generator installer near me") average $149 per lead. Alternatively, highly optimized organic SEO can drive the CPL down to approximately $30.
Cost Per New Customer (CAC): Also known as Cost Per Acquisition, this measures the total marketing and sales cost to close a finalized installation. Across home services, this ranges broadly from $350 to $6,000. For standby generator dealerships utilizing paid ads and third-party lead aggregators, the fully loaded CAC frequently lands between $1,500 and $2,000 per installation. Dealerships that transition to organic inbound leads can suppress their CAC to around $140.
Average Revenue From New Customer (AOV): The blended Average Order Value across both residential and commercial standby generator sales is projected to be between $13,720 and $15,092. For strictly residential whole-home installations, the total revenue typically ranges from $7,000 to $25,000 depending on the generator's kilowatt capacity, complex electrical setups, and necessary natural gas or propane upgrades.
Customer Lifetime Value (LTV): A professionally installed and maintained standby generator has an expected operational lifespan of 20 to 30 years. Because annual maintenance contracts average between $200 and $600 per year , a single customer can yield an additional $4,000 to $12,000+ in recurring service revenue over the unit's lifespan, entirely separate from the initial installation revenue. In terms of profitability metrics, a healthy, scalable business model requires an LTV to CAC ratio of at least 3:1. Therefore, if a dealership spends $1,500 to acquire a customer, their lifetime net profit from that customer must exceed $4,500.
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Based on the tactical model for the Tampa Bay market, achieving the 2,600 required inquiries to hit your 150-installation target requires a highly seasonal ad spend approach.
Assuming the baseline Cost Per Lead (CPL) of $150, the total annual ad spend is projected at $390,000. Here is the summary of the recommended monthly ad spend, weighted heavily toward peak hurricane season:
January: $11,700 (3%)
February: $11,700 (3%)
March: $15,600 (4%)
April: $15,600 (4%)
May: $15,600 (4%)
June: $31,200 (8%)
July: $39,000 (10%)
August: $62,400 (16%)
September: $85,800 (22% - Peak Season)
October: $58,500 (15%)
November: $27,300 (7%)
December: $15,600 (4%)
Breakdown per Platform
To efficiently capture active searchers and generate latent demand before a storm hits, this monthly budget should be strategically divided across the following channels :
Google Search & Local Services Ads (LSA) (50% – 65%): This is your primary engine for capturing high-intent, bottom-of-funnel demand (e.g., people actively searching for "generator installation"). LSAs provide a highly trusted, cost-efficient baseline, while traditional Google Search provides scalable volume.
Meta (Facebook/Instagram) & Pinterest (15% – 20%): These platforms are critical for demand generation and retargeting. They should be used for storm-readiness awareness campaigns targeting homeowners and household decision-influencers who are considering a generator but haven't actively searched yet.
Microsoft Ads / Bing (5% – 10%): By mirroring your proven Google Search campaigns onto Bing, you can capture a secondary market of older, often more affluent homeowners who default to Microsoft products, typically at a lower CPL due to reduced competition.
Direct Mail & Local Outreach (10% – 20%): This remaining allocation is dedicated to highly targeted offline efforts, such as mailing new homeowners or deploying QR-coded referral and neighborhood-density mailers directly around houses where you recently completed an installation.
TBG x Tocobaga Full Service Agency Proposal
1. Executive Summary
Tampa Backup Generators has a clear opportunity to establish category leadership in the residential standby generator market by combining focused local demand generation with a strong operational handoff. The competitive opening is not merely access to Generac products or electrical contractor capability. The larger opportunity is to professionalize how the market is educated, acquired, converted, installed, enrolled into maintenance, and referred.
The recommended program is a six-month launch roadmap designed to create measurable market traction while building the repeatable operating playbook required for long-term scale. Tocobaga will support Tampa Backup Generators through strategy, research, channel development, website and conversion architecture, paid media launch, direct outreach design, content authority, reporting, automation, and continuous optimization.
The growth model is built around a year-one operating target of approximately 150 installations and $3 million in revenue. To support that target, the planning funnel assumes approximately 2,600 inquiries, 650 scheduled appointments, 450 completed in-home demos, and 150 closed installations. These assumptions should become the monthly scorecard baseline and should be recalibrated as Tampa Backup Generators generates its own channel-level data.
Consulting recommendation
Tocobaga should manage this as a full-funnel growth transformation rather than a stand-alone advertising campaign. The business outcome depends on aligning market demand, offer clarity, conversion infrastructure, speed-to-lead, appointment quality, demo capacity, referral loops, and maintenance capture.
2. Strategic Context and Planning Assumptions
The program is based on the following planning assumptions. Each assumption should be confirmed or updated before campaign launch so strategy, media allocation, landing pages, local listings, schema, CRM routing, and reporting are aligned to operational reality.
| Planning area | Assumption | Strategic implication |
|---|---|---|
| Growth target | Approximately 150 residential installations and $3 million in year-one revenue. | Use as the operating north star for funnel math, budget planning, staffing capacity, and monthly performance reviews. |
| Service area | Primary launch footprint requires final confirmation across Hillsborough, Pasco, Pinellas, and future Sarasota expansion. | Align Google Business Profile, website copy, schema, ad geographies, sales routing, and direct mail data before spending at scale. |
| Licensing readiness | Paid launch should be staged around electrical contractor license activation and advertising compliance. | Prepare campaigns in advance, but gate full activation on license and final operational approvals. |
| Sales capacity | Sales capacity is modeled around roughly two demos per day on average, with approximately three demos per day as a practical upper bound. | Media volume should be paced to avoid overloading appointment availability or sacrificing speed-to-lead. |
| Offer architecture | The residential offer includes generator installation, included first-year preventive maintenance, and a 10-year warranty position. | Convert these elements into buyer-facing proof points across website pages, ads, sales enablement, and handoff collateral. |
| Financing readiness | Financing availability is expected to be a major conversion lever for a high-ticket home improvement purchase. | Message as “Financing Available” only when fully ready and approved for use in advertising and sales materials. |
| Maintenance economics | Annual maintenance can create recurring revenue and deepen post-install customer relationships. | Build maintenance enrollment into handoff workflow and retention reporting. |
Market and competitive thesis
Residential standby generators are a high-consideration, high-ticket purchase with urgency that spikes around storms, outages, and peer influence. Many homeowners understand the value of backup power but delay action until a triggering event makes the risk immediate. Tampa Backup Generators should therefore use a dual-speed marketing model: always-on authority and demand capture, plus pre-built trigger campaigns that can scale when storms, outages, or Florida hurricane news raise buying intent.
The market also appears fragmented from a marketing sophistication perspective. Electrical, plumbing, HVAC, and general contracting businesses may have the technical ability to install generators, but many do not build generator-specific demand generation, speed-to-lead processes, product education, referral loops, or maintenance enrollment systems. Tocobaga can help Tampa Backup Generators occupy that professionalized position early.
3. Engagement Objectives
| Objective | What success requires |
|---|---|
| Create a measurable growth engine | Build the tracking, channel mix, dashboard, reporting cadence, and campaign structure needed to evaluate performance by source, funnel stage, and acquisition cost. |
| Establish local authority | Develop product, service, FAQ, location, warranty, maintenance, and storm-readiness content that positions Tampa Backup Generators as a credible local specialist. |
| Convert the offer into a buyer advantage | Translate the warranty, first-year maintenance, permitting process, app handoff, and financing availability into clear buyer-facing value. |
| Accelerate qualified demand capture | Launch search, local services, retargeting, direct mail, referral, and partnership initiatives that capture active demand and create future demand. |
| Institutionalize speed-to-lead | Reduce lost opportunities by tightening lead routing, call tracking, CRM workflow, automated follow-up, and channel response expectations. |
| Codify a repeatable playbook | Document what works so the model can scale across additional counties, future Pinellas activation, Sarasota expansion, general electrical services, commercial generator opportunities, and adjacent home services. |
4. Proposed Program Architecture
Tocobaga recommends organizing the engagement into ten integrated workstreams. The workstreams are sequenced to create market readiness first, then demand capture, then optimization and scale. This structure mirrors how a consulting engagement would convert strategic intent into accountable work packages.
| # | Workstream | Primary scope |
|---|---|---|
| 1 | Strategy & Governance | Growth architecture, operating assumptions, scorecard design, decision cadence, launch controls. |
| 2 | Research & Foundation | TAM/SAM/SOM refinement, competitive audit, audience segmentation, channel benchmark model. |
| 3 | Brand & Offer Architecture | Messaging hierarchy, warranty/maintenance proof points, financing language, referral and case-study framing. |
| 4 | Website & Conversion Infrastructure | Homepage, CTA, product pages, FAQ/schema, conversion paths, analytics, lead routing. |
| 5 | Paid Media Launch | Google Search, Google Local Services Ads, Microsoft Ads, Meta retargeting, trigger-based campaign library. |
| 6 | Direct Outreach & Partnerships | New-homeowner mail tests, builder/partner outreach, QR referral program, neighborhood density follow-up. |
| 7 | Content & Authority | SEO content, how-to guides, video creative, storm-readiness assets, case-study proof. |
| 8 | Reporting & Optimization | Lead quality review, monthly scorecard, budget reallocation, funnel optimization, KPI learning loop. |
| 9 | Automation & Scale | Speed-to-lead workflows, CRM/nurture paths, maintenance reminders, expansion planning. |
| 10 | Continuous Improvement | Creative refreshes, performance review, scale roadmap, operational feedback loop. |
5. Detailed Workstream Scope
1. Strategy & Governance
Key activities:
- Confirm the growth target, channel priorities, launch sequencing, and operating assumptions.
- Translate the revenue target into funnel-stage requirements and monthly performance expectations.
- Create a decision log covering service area, license status, financing, channel budget thresholds, and offer language.
- Establish a recurring performance review cadence focused on decisions, not reporting for reporting’s sake.
Representative deliverables: Growth roadmap; Operating assumptions register; Monthly scorecard structure; Decision log.
2. Research & Foundation
Key activities:
- Refine the Tampa Bay market opportunity across addressable households, serviceable geography, and practical launch market.
- Benchmark paid media, organic, direct mail, referral, and partnership channels against the four core marketing metrics.
- Audit competitor positioning, product-page depth, local SEO footprint, review profiles, and CTA architecture.
- Segment audiences by urgency, wealth proxy, household risk profile, storm experience, and neighborhood density.
Representative deliverables: TAM/SAM/SOM summary; Competitive audit; Audience segmentation; Channel benchmark model.
3. Brand & Offer Architecture
Key activities:
- Define the core buyer story around power continuity, safety, peace of mind, storm readiness, property resilience, and white-glove installation.
- Clarify the value of the 10-year warranty position and included first-year preventive maintenance.
- Prepare financing language for use only when financing is operationally and legally ready.
- Develop referral and neighborhood messaging that turns every installation into a local proof point.
Representative deliverables: Messaging framework; Offer narrative; Referral program outline; Sales enablement points.
4. Website & Conversion Infrastructure
Key activities:
- Refresh high-intent landing pages around homeowner needs, not only generator specifications.
- Build dedicated product pages for the air-cooled lineup, including 16 kW, 18 kW, 20 kW, 22 kW, 24 kW, and 26 kW models.
- Deploy FAQ and schema markup to support local authority and AI/search visibility.
- Ensure calls, forms, Jobber/CRM routing, analytics, and ad attribution connect into a measurable funnel.
Representative deliverables: Homepage/CTA plan; Product-page roadmap; FAQ/schema buildout; Conversion tracking checklist.
5. Paid Media Launch
Key activities:
- Launch Google Search campaigns against high-intent standby generator, backup generator, and installation queries.
- Prepare Google Local Services Ads with call recording, lead-quality review, and dispute process where eligible.
- Mirror proven search campaigns into Microsoft Ads for lower-friction incremental reach.
- Use Meta and Pinterest for homeowner awareness, retargeting, and demand creation among household decision influencers.
- Create pre-approved storm and outage campaigns that can scale quickly when urgency increases.
Representative deliverables: Campaign structure; Keyword/ad group map; LSA launch checklist; Retargeting framework; Trigger campaign library.
6. Direct Outreach & Partnerships
Key activities:
- Rebuild direct mail as a properly branded test focused on newly purchased homes and relevant homeowner triggers.
- Create a QR-coded referral workflow with clear tracking, neighbor-facing language, and post-install handoff collateral.
- Support builder, developer, property, and real-estate partner outreach with a preferred-partner positioning model.
- Develop neighborhood follow-up plays after completed installs to increase local density and reduce blended acquisition cost.
Representative deliverables: Direct-mail test plan; Referral program collateral; Partner outreach framework; Neighborhood density playbook.
7. Content & Authority
Key activities:
- Build evergreen content around standby generator sizing, permitting, maintenance, warranty, storm season readiness, and installation expectations.
- Develop how-to guides and FAQs that answer the questions homeowners ask before requesting an in-home consultation.
- Scope AI-assisted video creative for full commercials, social cuts, B-roll, storm-response creative, and testimonial-style concepts.
- Turn early installs into case-study assets once customer approvals and operational examples are available.
Representative deliverables: SEO content calendar; How-to guide list; Video creative brief; Case-study template.
8. Reporting & Optimization
Key activities:
- Review lead quality by source and campaign, not just inquiry volume.
- Track CPL, CAC/CPA, appointment-set rate, demo-run rate, close rate, AOV, and LTV:CAC ratio.
- Reallocate budget toward channels that generate qualified appointments and away from sources with weak intent or poor conversion.
- Use monthly scorecards to create a continuous feedback loop between marketing, sales, and operations.
Representative deliverables: Monthly scorecard; Lead-quality review process; Budget reallocation recommendations; Funnel diagnostic report.
9. Automation & Scale
Key activities:
- Investigate automated speed-to-lead workflows for manufacturer, form, phone, and aggregator leads.
- Design CRM and nurture workflows for unclosed prospects, delayed buyers, financing follow-up, maintenance reminders, and referrals.
- Document expansion criteria for additional geography, general electrical services, commercial/liquid-cooled generators, and adjacent home services.
- Prioritize automation that reduces response time and operational friction without creating brittle process dependency.
Representative deliverables: Speed-to-lead workflow; CRM/nurture map; Maintenance reminder workflow; Expansion planning framework.
10. Continuous Improvement
Key activities:
- Run creative refreshes and landing page improvements based on performance data.
- Create performance review moments around June launch, late-summer storm readiness, October/November off-season repositioning, and year-end scale planning.
- Convert campaign learnings into a documented playbook that can be replicated in new markets.
- Maintain an improvement backlog across ads, website, content, reporting, automation, and sales enablement.
Representative deliverables: Creative refresh backlog; Performance review cadence; Scale roadmap; Optimization backlog.
6. KPI and Unit Economic Framework
Tocobaga recommends a scorecard that separates business outcomes from marketing efficiency and sales-process conversion. This prevents the program from over-optimizing for cheap leads while underweighting appointment quality, close rates, customer value, and long-term maintenance economics.
| Funnel KPI | Definition | Planning target |
|---|---|---|
| Total inquiries | Calls, forms, LSA leads, aggregator leads, direct-mail QR responses, referral inquiries. | ~2,600 over 12 months; pace will vary by storm season and channel maturity. |
| Appointment-set rate | Percentage of inquiries that become scheduled consultations or demos. | ~35% planning benchmark. |
| Completed demo rate | Percentage of scheduled appointments that run. | ~70% planning benchmark. |
| Close rate | Percentage of completed demos that become signed installations. | ~33% planning benchmark. |
| Install volume | Completed residential generator installations. | 150 installations year-one planning target. |
| Revenue | Installation revenue associated with closed installations. | Approximately $3 million year-one planning target. |
Four core marketing metrics
| Metric | Planning definition | Management implication |
|---|---|---|
| Cost per lead (CPL) | Cost to generate an inquiry. Home services and generator benchmarks can range from approximately $50-$300 depending on channel and intent. Branded search can be materially lower than competitive non-branded search, and mature organic can reduce blended CPL. | Use blended CPL for executive review, but manage by source, keyword type, and lead quality. A cheap lead that does not set or run an appointment should not be treated as efficient. |
| Cost per acquisition (CAC/CPA) | Fully loaded marketing and sales cost to produce a completed installation. Paid and aggregator-heavy models may run materially higher than organic/referral-driven models. | Use install-level CAC/CPA as the primary efficiency KPI. Target should be evaluated against AOV, gross margin, capacity, and LTV:CAC. |
| Average order value (AOV) | Revenue per installation. Residential whole-home installations vary by generator size, electrical complexity, gas/propane requirements, and included warranty/maintenance position. | Protect AOV by selling value, reliability, warranty confidence, installation quality, and long-term service rather than competing solely on price. |
| Customer lifetime value (LTV) | Installation revenue plus recurring annual maintenance and future customer value. Standby generators can create recurring service revenue over a long operating life. | Maintain a minimum 3:1 LTV:CAC ratio. Use maintenance enrollment and referral capture to improve lifetime economics. |
| Operational KPI | Definition | Why it matters |
|---|---|---|
| Speed-to-lead | Time from inquiry to first response. | Critical for manufacturer, aggregator, LSA, and high-intent search leads. Target should move toward near-immediate response. |
| Lead quality | Share of leads with real generator intent, serviceable geography, homeowner fit, and ability to schedule. | Review weekly at launch; adjust keywords, ads, targeting, landing pages, and scripts. |
| Referral rate | Installations that generate at least one referred inquiry. | Track by QR code, phone source, customer name, and neighborhood. |
| Maintenance enrollment | Share of installed customers enrolled into ongoing preventive maintenance. | Track at first PM visit and treat as a retention KPI. |
| Channel contribution | Installations and pipeline by source. | Use for monthly budget reallocation and scale decisions. |
7. Audience, Channel, and Offer Strategy
The target audience should be managed as a set of buying situations rather than one generic homeowner profile. The strongest campaigns should speak to the trigger that causes a household to act: storm fear, recent outages, new home purchase, medical or comfort dependency, neighborhood comparison, or long-delayed home resilience planning.
| Audience segment | Buying context | Recommended activation |
|---|---|---|
| High-intent homeowners | Actively searching for generator installation, backup power, Generac dealer, or whole-home generator costs. | Google Search, LSAs, Microsoft Ads, high-conversion landing pages, call tracking. |
| Storm-aware planners | Homeowners who know they should act but have delayed the purchase until the next storm season or outage scare. | Meta, Pinterest, retargeting, storm-trigger creative, email/SMS nurture. |
| New homeowners | Recent homebuyers assessing protection, comfort, and property upgrades. | Direct mail, QR codes, branded post-purchase collateral, retargeting. |
| Affluent neighborhood clusters | Homeowners influenced by visible installs and neighbor proof. | Referral program, neighborhood follow-up, case studies, localized ads. |
| Builder and real-estate partners | Partners who can refer homeowners or incorporate generators into new builds. | Preferred-partner outreach, co-branded collateral, builder education. |
| Maintenance and warranty customers | Installed customers who should convert into recurring maintenance and referrals. | Handoff workflow, PM reminders, app walkthrough, customer proof, referral asks. |
Channel strategy
| Channel | Strategic role |
|---|---|
| Search and Local Services Ads | Capture demand already in-market. Separate branded, non-branded, competitor, emergency, financing, and service-area intent. |
| Microsoft Ads | Mirror proven search campaigns to capture incremental demand among default-Bing and Microsoft-oriented households. |
| Meta and Pinterest | Create awareness and retargeting among older homeowners, household decision influencers, women, mothers, and grandparents. |
| Direct mail | Run branded, trackable tests to newly purchased homes and selected neighborhoods. Use QR and unique phone tracking. |
| Referral program | Use post-install QR assets and clear referral economics to reduce blended acquisition cost and increase neighborhood density. |
| Builder and partner outreach | Develop preferred-partner positioning with builders, real-estate advisors, and home-services referral sources. |
| Lead aggregators | Evaluate Modernize.com and similar sources as controlled tests, not default volume sources. Compare lead quality and CAC/CPA against direct channels. |
| AI-assisted video and creative | Develop emotionally clear video concepts around safety, comfort, storm readiness, and power continuity. Use short-form cuts for social and retargeting. |
| Trigger-based campaigns | Prepare storm, outage, hurricane-news, and post-event campaigns that can be activated quickly when urgency rises. |
Offer architecture
The core offer should avoid sounding like a commodity equipment sale. Tampa Backup Generators should frame the buying decision around reliability, risk reduction, professional installation, permitting management, homeowner education, warranty confidence, first-year preventive maintenance, and a smooth handoff experience. The CTA should remain direct: Book Your Free In-Home Consultation.
Messaging guardrail
Use urgency tied to real homeowner risk, but avoid gimmicky fear-based copy. The strongest positioning is practical, protective, and confidence-building: keep the home powered when the grid goes dark, and stop delaying the decision until the next outage.
8. Implementation Roadmap
The launch roadmap is designed to build foundations first, then accelerate demand capture, then shift into optimization and scale. The June-November window is particularly important because storm-season awareness, license timing, financing readiness, and operational capacity all need to move in sequence.
| Month | Primary emphasis |
|---|---|
| June 2026 | Finalize strategy, assumptions, service-area alignment, KPI targets, research base, offer messaging, and launch readiness checklist. |
| July 2026 | Build and launch priority website/conversion updates, paid search architecture, LSA readiness, direct outreach framework, and content foundation. |
| August 2026 | Scale paid demand capture, activate retargeting, expand product/FAQ authority, begin lead-quality reviews, and refine appointment conversion. |
| September 2026 | Optimize channel mix, trigger campaigns, referral program, reporting cadence, and early automation workflows. |
| October 2026 | Shift creative toward off-season urgency, maintenance capture, referral loops, and performance-based reallocations. |
| November 2026 | Review performance, build scale roadmap, confirm expansion opportunities, and document the repeatable playbook. |
A full-page visual workstream timeline is included as the final exhibit in this document for easy reuse on the proposal landing page or in a strategy deck.
9. Governance Model
A disciplined governance cadence will help Tampa Backup Generators and Tocobaga avoid fragmented execution. The cadence should make decisions visible, connect marketing performance to sales reality, and create a repeatable improvement loop.
| Governance forum | Participants | Purpose |
|---|---|---|
| Weekly launch working session | Tocobaga + Tampa Backup Generators | Review active workstream status, blockers, channel readiness, lead quality, and immediate decisions. |
| Monthly performance review | Tocobaga + Tampa Backup Generators leadership | Review KPI scorecard, funnel conversion, CPL/CAC, lead quality, budget allocation, creative learnings, and next-month priorities. |
| Campaign trigger review | Tocobaga | Monitor weather, outage, and Florida hurricane-news triggers; recommend activation or budget adjustments. |
| Quarterly scale review | Tampa Backup Generators + Tocobaga | Assess expansion readiness, staffing implications, service-area changes, offer performance, and playbook transferability. |
Roles and responsibilities
| Party | Core responsibilities |
|---|---|
| Tampa Backup Generators | Confirm service area, licensing status, financing readiness, offer approvals, sales capacity, operational process, customer handoff, and customer-facing claims. |
| Tocobaga | Develop and manage strategy, market research, campaign architecture, website/conversion recommendations, content plan, tracking, scorecard, optimization, and automation recommendations. |
| Joint | Review lead quality, approve major campaign shifts, calibrate funnel assumptions, resolve dependencies, and document the repeatable growth playbook. |
10. Key Risks, Dependencies, and Decisions Required
| Risk / dependency | Business impact | Recommended mitigation |
|---|---|---|
| Service-area ambiguity | Mismatch between marketing geography and operational coverage can waste spend and create poor customer experience. | Confirm launch counties and staged expansion plan before campaigns scale. |
| License or compliance timing | Campaigns may need to be paused or constrained until license and claims are fully approved. | Prepare assets in advance and use activation gates tied to compliance readiness. |
| Financing not live | High-ticket conversion may underperform without financing availability. | Do not advertise financing until available; prepare alternate value-based messaging. |
| Speed-to-lead gap | High-intent leads can be lost if competitors or manufacturer workflows respond faster. | Implement call routing, CRM alerts, response SLAs, and automation evaluation. |
| Lead quality variance | Aggregators and broad-match paid channels can generate low-intent leads. | Review weekly by source; tighten keywords, forms, landing pages, and qualification paths. |
| Sales capacity bottleneck | Marketing could generate more appointment demand than sales capacity can support. | Use pacing controls and appointment availability as campaign inputs. |
| Storm-driven demand spikes | Urgency can create temporary volume that strains operations. | Use pre-approved trigger campaigns, budget caps, routing, and response rules. |
| Insufficient reporting integration | Disconnected calls, forms, CRM data, and campaign sources can obscure ROI. | Define source tracking, unique numbers, UTM standards, and monthly scorecard requirements before launch. |
Immediate decisions required
- Confirm final launch service area and any county-specific exclusions or staging requirements.
- Confirm electrical contractor license activation timing and any advertising compliance constraints.
- Confirm financing status and approved financing language.
- Confirm CRM, call tracking, Jobber, Google Business Profile, Google Ads, Meta, and website access.
- Approve the warranty, first-year maintenance, and referral program language for external use.
- Confirm monthly performance review owner and lead-quality feedback process.
- Confirm the threshold for scaling, pausing, or reallocating budget by channel.
11. Success Criteria and Next Steps
The engagement should be evaluated against both near-term launch readiness and longer-term revenue efficiency. The objective is not only to generate leads. The objective is to build an accountable, scalable growth system that improves as Tampa Backup Generators accumulates channel-level learning.
| Milestone | Success criteria |
|---|---|
| First 30 days | Launch readiness confirmed; scorecard baseline built; website and tracking priorities in motion; campaign architecture prepared; service-area and compliance gates resolved. |
| First 60 days | Paid search/LSA and priority conversion assets live; lead-quality review active; direct outreach and referral program assets drafted; early CPL and appointment data reviewed. |
| First 90 days | Channel mix adjusted based on qualified appointment data; storm-trigger campaigns ready; SEO authority build underway; automation and nurture requirements defined. |
| By November 2026 | Performance learnings documented; scale roadmap prepared; repeatable playbook defined; expansion and budget decisions supported by data. |
Recommended next steps
- Approve this proposal structure as the working program architecture for the June-November launch window.
- Confirm the required launch decisions listed above, beginning with service area, license readiness, financing status, and tracking access.
- Authorize Tocobaga to convert the roadmap into a detailed execution board, monthly scorecard, and channel-specific launch checklist.
- Begin with the highest-leverage foundations: tracking, website conversion paths, Local Services Ads readiness, search campaign architecture, and offer messaging.
Appendix A. Detailed Deliverables
| Deliverable category | Representative outputs |
|---|---|
| Strategy | Growth architecture, workstream plan, KPI model, monthly scorecard, governance cadence, decision log. |
| Research | TAM/SAM/SOM summary, competitor and channel audit, audience segmentation, benchmark framework. |
| Brand and offer | Messaging framework, warranty/maintenance positioning, financing language guardrails, referral program narrative. |
| Website and conversion | Homepage/CTA recommendations, product-page plan, FAQ/schema roadmap, analytics and tracking requirements. |
| Paid media | Google Ads structure, LSA readiness checklist, Microsoft Ads mirroring plan, Meta/Pinterest retargeting framework, trigger campaign library. |
| Direct outreach | New-homeowner direct mail test plan, QR/referral collateral, builder/partner outreach model, neighborhood density follow-up. |
| Content and creative | SEO content calendar, how-to guide topics, AI-assisted video creative brief, case-study template. |
| Reporting | Lead-quality review process, monthly KPI scorecard, budget reallocation recommendations, funnel diagnostics. |
| Automation | Speed-to-lead workflow recommendations, CRM/nurture map, maintenance reminder workflow, expansion criteria. |
| Continuous improvement | Creative refresh backlog, performance review schedule, optimization backlog, scale roadmap. |
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
$7,563
Tocobaga’s Normal Rate
$5,457
Your Tocobaga Rate
$3,434
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The pricing data is drawn from an aggregated sample size of over 1,700 verified digital marketing agencies, executives, and independent professionals. The primary data pools include:
750+ agency executives from the HubSpot Agency Pricing & Financials Report.
439 SEO professionals and agencies from the Ahrefs Pricing Study.
271+ pre-vetted agencies and consultants from the Credo Digital Marketing Pricing Survey.
260 established agencies from the SE Ranking Agency Survey.
40 to 48 mid-to-large agencies per cohort in the Databox Operational Efficiency Surveys.
Average Agency Monthly Cost for This Scope To execute this exact omni-channel timeline—which requires simultaneous management of multiple paid ad platforms, ongoing SEO, direct mail coordination, and dynamic storm-triggered campaigns—you fall securely into the "Mid-Market Growth" tier.
For this level of continuous, full-service execution, the average monthly agency cost ranges from $7,500 to $15,000 per month.
Important Cost Caveats:
Excludes Upfront Setup: This $7,500 to $15,000 monthly average is strictly for the ongoing retainer (Months 3 through 6). It does not include the initial Phase 1 capital expenditure to build the required CRM, speed-to-lead automation, and AI video assets, which averages an additional $18,000 to $38,500 in upfront project fees.
Excludes Ad Spend Markup: Because your proposal does not charge a percentage on top of ad spend, you are avoiding a massive hidden cost. The industry standard for agencies that do charge a percentage is 10% to 20% of your total monthly ad spend. If you were to scale your media budget aggressively, that percentage model would push your true monthly costs well above the $15,000 flat-fee ceiling.
-
The pricing data is drawn from an aggregated sample size of over 1,700 verified digital marketing agencies, executives, and independent professionals. The primary data pools include:
750+ agency executives from the HubSpot Agency Pricing & Financials Report.
439 SEO professionals and agencies from the Ahrefs Pricing Study.
271+ pre-vetted agencies and consultants from the Credo Digital Marketing Pricing Survey.
260 established agencies from the SE Ranking Agency Survey.
40 to 48 mid-to-large agencies per cohort in the Databox Operational Efficiency Surveys.
Average Agency Monthly Cost for This Scope To execute this exact omni-channel timeline—which requires simultaneous management of multiple paid ad platforms, ongoing SEO, direct mail coordination, and dynamic storm-triggered campaigns—you fall securely into the "Mid-Market Growth" tier.
For this level of continuous, full-service execution, the average monthly agency cost ranges from $7,500 to $15,000 per month.
Important Cost Caveats:
Excludes Upfront Setup: This $7,500 to $15,000 monthly average is strictly for the ongoing retainer (Months 3 through 6). It does not include the initial Phase 1 capital expenditure to build the required CRM, speed-to-lead automation, and AI video assets, which averages an additional $18,000 to $38,500 in upfront project fees.
Excludes Ad Spend Markup: Because your proposal does not charge a percentage on top of ad spend, you are avoiding a massive hidden cost. The industry standard for agencies that do charge a percentage is 10% to 20% of your total monthly ad spend. If you were to scale your media budget aggressively, that percentage model would push your true monthly costs well above the $15,000 flat-fee ceiling.
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
-
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.
