### 1. Three-Tier Retainer Package Architecture | Deliverable Track | Foundation ($3,500/mo) | Growth ($6,500/mo) [Recommended] | Scale Partner ($11,000/mo) | | :--- | :--- | :--- | :--- | | **Media Spend Managed** | Up to $30,000 / month | Up to $75,000 / month | Up to $150,000 / month | | **Channels Covered** | 1 Primary Channel (Meta) | 2 Channels (Meta + Google) | 3 Channels (Meta, Google, TikTok) | | **Creative Assets** | 4 Static Ads / month | 8 Static + 2 Video Hooks / mo | 16 Static + 6 UGC Video Ads / mo | | **Strategic Access** | Bi-weekly Loom Reports | Weekly Sprint Sync (30 min) | Dedicated Strategist + Weekly 45 min Sync | --- ### 2. Service Level Agreement (SLA) & Governance Matrix * **Response Times:** Foundation: 48 business hours via support ticketing. Growth: 24 business hours via shared Slack. Scale: 12 business hours priority Slack support. * **Asset Turnaround:** Routine creative iterations delivered in 4 business days for Growth; 48 hours for Scale. * **Sprint Planning:** Growth and Scale tiers operate on 14-day testing cycles with scheduled backlog reviews. --- ### 3. Commercial Boundaries & Unused Allocation Policy * **Non-Rollover Term:** Monthly creative allocations and testing quotas expire at the end of each billing cycle to maintain operational capacity. * **Out-of-Scope Services:** Landing page redesigns, complex email Klaviyo flows, and custom filming production are excluded from base retainers. * **Overage Governance:** Out-of-scope creative or development requests require written authorization and are billed at $175 per hour. * **Emergency Deployments:** Campaign launches requested with less than 24 hours notice incur a 1.5x rush rate. --- ### 4. Executive Client Pitch Script & Objection Handling Playbook **Executive Pitch:** "Aura Home is primed to transition from $35k to $90k monthly spend, but scaling ad volume requires rapid creative iteration. Our Scale Tier at $11,000 is engineered for aggressive multi-channel expansion with in-house video creation. However, based on your immediate focus on optimizing Meta and Google before fully funding TikTok, our Growth Tier at $6,500 provides the exact balance of 10 monthly assets, 24-hour Slack access, and weekly performance reviews to hit your 3.2x ROAS milestone efficiently." **Objection Handling (Price Resistance):** *Client:* "$6,500 per month feels steep compared to our previous freelancer." *Response:* "A single media buyer cannot build bespoke creatives, analyze multi-touch attribution, and optimize bids simultaneously. At $6,500, you are accessing a dedicated strategist, media buyer, and motion designer for less than the cost of one mid-level internal hire."