Retainer Conversion Proposal
Overview
Avant is currently a project-based client who has expressed satisfaction with work delivered to date. The strategic objective is to convert this relationship into a 12-month retainer by presenting a forward-looking annual marketing plan — making the case that effective marketing is an ongoing commitment, not a one-time engagement.
The account is managed by Karly, who plans to raise the retainer conversation on her next call with Tim.
The Pitch
The core argument: marketing doesn't work on a project basis. Coming out of winter and heading into spring, there's a natural opportunity to frame a full-year plan around seasonal momentum.
Proposed framing for the conversation:
"How about we put together a 12-month plan — what are we going to do every month for the next year? As you come out of winter and into spring, what kind of marketing can we do, what kind of outreach, how do we build awareness around your brand?"
If Tim engages with the planning process, the retainer follows naturally as the vehicle to execute it.
Proposed Scope
Local Awareness
- Yard signs — design and production support for job-site signage; this is how local landscapers build name recognition in their service area
- Billboards — scout for remnant/leftover inventory at lower cost
- Transit/transportation advertising — explore scraps of available inventory for additional impressions
- Google My Business — audit and optimize local presence (not yet confirmed as done)
Website Support
- Avant's website needs work; snow plowing services are not currently visible on the site despite being an active offering
- Ongoing content and page updates as services evolve seasonally
Email & Outreach
- An email strategy was already presented to Tim covering a 12-month cadence; he is unlikely to have capacity to execute it himself, making agency support a natural fit
Why This Should Close
- Tim is reportedly happy with everything delivered so far
- The email strategy already presented is inherently long-term in structure
- Landscaping is a seasonal business with clear year-round marketing opportunities — the 12-month frame is intuitive
- Asymmetric can offer tangible, visible deliverables (yard signs, GMB, website) alongside ongoing digital work
Key Contacts
| Name | Role |
|---|---|
| Tim | Client contact at Avant |
| Karly | Asymmetric account lead |
Action Items
- [ ] Karly to raise 12-month retainer proposal on next call with Tim
- [ ] Audit Avant's GMB page and local SEO presence
- [ ] Identify snow plowing and other missing services for website update
- [ ] Research remnant billboard and transit ad inventory in Avant's service area
- [ ] Build out yard sign design brief for client review
Related
- [1]
- [2]