Avant Gardening Retainer Proposal

Overview

Following an initial engagement covering Google Ads, Meta Ads, and email strategy, Asymmetric proposed a flexible monthly retainer to Avant Gardening (client contact: Tim Stenzel) ahead of the mid-January contract end date. The proposal was presented by Karly Oykhman in a December 2025 meeting and is pending Tim's review with co-manager Becky.

The retainer is structured as a flat monthly fee for strategic and execution work, with ad spend billed separately. Rather than running all activities in parallel, the model focuses on one bucket at a time to maintain quality and avoid overextension.

See also: ^[1]

Retainer Structure

Pricing Model

• Flat monthly fee — covers strategy, content creation, optimization, and upkeep
• Ad spend is separate — not included in the retainer fee
• Standard retainer rate for comparable local business clients is ~$5,000/month; Avant Gardening was offered a reduced rate given the relationship and growth potential

Execution Model: Sequential Bucket Focus

Work is organized into five buckets, tackled one at a time (typically one to two months per bucket) based on business priorities and seasonality. This prevents scope creep and ensures each channel is built out properly before moving to the next.

"We would focus on one at a time because we definitely don't want to stretch ourselves too thin. We want to make sure what we're doing is as efficient as possible." — Karly Oykhman

The Five Buckets

1. Local SEO & Reputation

• Google Business Profile optimization (photos, hours, contact info, keyword integration)
• Workarounds for service-area businesses not physically located in their target city (e.g., Avant Gardening services Madison but is not based there)
• Review generation and overall Google presence building

2. Paid Ads

• Ongoing optimization of existing Google Ads and Meta Ads campaigns
• Potential expansion to Spotify Ads, which have shown strong results for other local business clients
• Targeting by interest (e.g., gardening) and demographic (e.g., older homeowners more likely to hire landscapers)

3. Out-of-Home (OOH) Advertising

• Yard signs, bus signage, billboards
• Asymmetric handles: strategy, in-house design, print coordination, and vendor outreach
• Avant Gardening has existing yard signs that are underutilized and need updating — a clear near-term opportunity

4. Email & SMS Marketing

• Complete buildout of the email strategy already in progress
• Template development, data analysis (open rates, click-through rates, bounce/unsubscribe rates, heat maps)
• Automated flows segmented by service interest (e.g., hardscaping vs. landscaping inquiries)
• SMS marketing as an optional add-on within this bucket

5. Website Optimization

• SEO improvements and blog content
• Landing page optimization (directly supports ad performance and lowers cost per result)
• General design support and content updates

Client Context: Cautious Growth Strategy

Avant Gardening's growth model is non-linear and capital-intensive. Adding capacity requires hiring a full crew plus purchasing a truck and equipment — a large upfront investment that must be justified by sustained demand. This shapes how marketing should be approached:

• Goal: Steady flow of high-quality leads from preferred customer types — not rapid volume growth
• Risk to avoid: A surge of leads that cannot be serviced, resulting in poor customer experience and reputational damage
• Preferred approach: Test channels incrementally, validate results, then scale

"We kind of like to dip our toe in, see what works, see the results, and if it looks promising, then we go more into it rather than throw everything in at once." — Tim Stenzel

This context should inform how Asymmetric frames KPIs and pacing recommendations for this client. Lead quality and capacity alignment matter more than raw lead volume.

Competitive Framing

Landscaping is a winner-take-most local market — customers don't hire two landscapers for the same service. If competitors increase their marketing investment and capture more search and social visibility, Avant Gardening's share of available leads shrinks passively. Maintaining a baseline marketing presence is therefore a defensive necessity, not just a growth lever.

Status at Time of Meeting

Related Notes

• ^[1]
• ^[2]
• ^[3]