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Strategy and reporting
One plan, and a plain report.
We build one marketing plan across your channels, set up and maintain tracking for calls and forms, and send regular, plain-language reporting on what is working and what is next.
One plan
Search, social, streaming, display, email and mail, planned together
Tracking
Calls and forms, set up and maintained
Reporting
Regular, in plain language
ONE PLAN · ILLUSTRATIVE EXAMPLECONCEPT
- Search · people who are looking now
- Social and streaming · households in the service area
- Website and local profile · where the call or form starts
- Email and mail · customers who already know you
- One report · every channel, side by side
Channels are chosen to fit the business. Your plan is built from your own services, area and seasons.
DemonstrationIllustrative example. No results are shown or implied.
Who it is for. Owners who want one answer.
A plan matters most when more than one channel is involved.
Owners with several vendors
Ads with one company, the website with another, search with a third, and nobody responsible for how they fit together.
Owners who cannot tell what is working
You are spending in several places and want a plain account of each one and what to do next.
Businesses adding a channel
Adding streaming, social or mail to what you already run? We plan it with the rest, not beside it.
What you get. A plan, tracking and a report.
The work that ties your channels together, so each one is judged by what it is doing for you.
The plan
One plan across your channels.
We start from your services, your service area and your seasons, then set the channels, the timing and the budget in one plan. Search, social, streaming TV and audio, display, email and mail are planned together instead of bought separately.
PLAN · EXAMPLECONCEPT
- Your services and your service area
- Your seasons and busy periods
- Channels chosen to fit
- Budget set across the channels
Not every business needs every channel. The plan decides.
Budget
Budgets set by what each channel is doing.
We review each channel on a regular schedule and move budget toward what is working for you. Advertising budgets are scoped and agreed for each engagement.
BUDGET REVIEW · EXAMPLECONCEPT
- What each channel is doing
- What changed since the last review
- Where the budget moves next
- Agreed with you
Tracking
Every call and form should arrive with its source.
We set up and maintain tracking for calls and forms, so where tracking is in place each one is recorded with where it started. Tracking shows where a lead started. It does not show everything, and we do not promise complete attribution.
See Websites for forms and tracking.
TRACKING · EXAMPLECONCEPT
- Call tracking on the phone numbers
- Form capture with the source recorded
- Maintained as the plan changes
- Reaches your office with its source attached
Reporting
A report you can read.
Regular, plain-language reporting on what is working and what is next. Reporting is updated regularly.
REPORT · EXAMPLECONCEPT
- Leads by source, where tracking is in place
- Spend by channel, side by side
- What we changed
- What is next
We do not promise complete attribution or a return on spend.
DemonstrationThe rows show what a report covers. No figures are shown, and none are implied.
What we do not promise. Plainly.
A report should say what we know and where we do not know.
No complete attribution
Tracking shows where many leads started, not all of them. We say where it is in place and where it is not.
No promised results
We do not promise rankings, lead volumes or a return. We plan, run and report, and we show you what we see.
Reports show what we see
Reporting is updated regularly and written in plain language. It shows what we see, and it does not predict what comes next.
Planned withA plan works best with these
Paid search and display →The searches that turn into calls.
Streaming TV and audio →Awareness in the neighborhoods you serve.
How we work →From the first form to regular reporting.
Questions about the plan and the report.
What is in the plan?+−
Your services, your service area and your seasons, then the channels, the timing and the budget that fit them, in one document you can read.
Can you tell me which ads produced which jobs?+−
Where tracking is in place, we trace calls and form leads back to where they started. Jobs are booked and recorded in your own system. Where booked-job records are shared with us, we compare them with leads. We do not promise complete attribution.
How often will I get a report?+−
Regularly, in plain language. The schedule is set in your plan.
Do I have to hire you for every channel?+−
No. Hire us for one channel or the whole program.
Can you promise a return or a number of leads?+−
No. We do not promise results, rankings or lead volumes.
Who will I work with?+−
You work directly with the person leading your strategy, from the first conversation through planning, launch and reporting.
Tell us where things stand.
We'll tell you what we'd do with your plan. One short form about your business and your goals. Work directly with the person leading your strategy.
Start a project →How it starts
01
Send one short form
Tell us about your business and what you want to do.
02
Free 20-Minute Discovery Call
A short conversation about your business and your goals.
03
Scope agreed with you
We agree the scope with you before work begins.