What we run
The accounts, the campaigns, and the mail
Everything below is produced in house, runs continuously, and reports monthly against the objective in your pillars.
Social accounts
Owned, scheduled, answered.
We hold the accounts, plan the calendar against the objective, produce the posts, and answer what comes back. Every account we open is watched, including the messages nobody else reads.
- Facebook, Instagram, LinkedIn
- Calendar built from the campaign objective
- Posts written and produced in house
- Comments and direct messages answered
Campaigns
Nine pillars, start to finish.
A campaign begins with the objective and the audience map and ends with a measured result. Between those we build the message three ways for the three rings that matter, choose channels off the map, and run it long enough for consistency to do its work.
- Objective and audience map
- Message built per audience ring
- Channel plan and production
- Baseline, mid-run and closing measurement
The list, the sends, the replies.
Direct email is the one channel you own outright. We set up the sending domain properly, write and send the letters, keep the list clean, and handle what comes back. Deliverability is an engineering problem and we treat it as one.
- Sending domain, SPF, DKIM and DMARC
- Newsletters and announcement letters
- List hygiene and reply handling
- Delivery monitored, not assumed
Public image
What is said about you when you are not in the room.
Press and community work, the material a reporter or a town board reads before they meet you, the language everyone in the company uses to describe what it does. This is the slow work that decides how a new location is received before it opens.
- Press material and announcements
- Community and local relationships
- Message discipline across the company
- Groundwork ahead of an opening
Brand and production
The things people see.
Marks, color, type, photography, video, print, signage, and the web pages that carry them. A public image needs something to be made of, and the making stays in house so it holds together across every channel.
- Identity and brand standards
- Photography and video
- Print, signage and merchandise
- Web pages and landing pages
Measurement
Reported monthly, in numbers.
A baseline before the first post goes out, a running read while the campaign is live, and a monthly report that says what moved and what did not. The metrics come from the objective.
- Baseline taken before launch
- Monthly written report
- Metrics chosen from the objective
- What we would change, and why
How an account runs
Four stages, then it repeats.
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Nine Pillar Assessment
Two to three weeks. We read the business against all nine and grade where it stands: the objective in one sentence, the audience map with its core and rings, the focus for the period, the channels in and out, the message built per ring, and the numbers we will report against. It names what is already working and what is missing. Yours to keep.
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Baseline
Before anything goes out we record where things stand. Reach, inquiry volume, how often you are named without prompting, and what the tone of that is. Without this there is nothing to compare against later, and every claim of success stays an opinion.
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Run
Production and posting against the calendar, replies handled, mail sent, press and community work carried out. This is the part that keeps going. A month with nothing worth announcing still gets work, because presence is the point.
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Report and adapt
A written monthly report in numbers, saying what moved, what did not, and what we are changing. Each report feeds the next period's plan, and the pillars get revised when the evidence says to.
How we work
Plainly stated
You own the accounts. Every profile, page, list and domain is created under your ownership with your billing behind it. If we part ways you keep all of it, along with the assessment and the archive of everything produced.
Nothing is bought that the pillars did not ask for. A channel gets opened because the audience map put your people there. Any spend is proposed in writing with the objective it serves.
The reporting is honest. A month that went badly is reported as a month that went badly, with what we think caused it. Follower counts are in there because people like to see them, and they are never what a campaign is judged on.
The work does not stop. Consistency is the pillar everything else rests on, so the service is continuous running.
Start here
Tell us the goal and we will map the rest.
A first conversation covers what you are trying to move, who has to move for it, and what is running now. We will tell you plainly whether public relations is the right spend.