Marketing projects beat vague retainers (for most local owners)

Open-ended marketing retainers often buy activity: posts, reports, meetings. Scoped projects buy outcomes: a launch, a funnel, a seasonal offer.

Good project shapes

• New location launch page + ad creative
• “Book this month” offer funnel
• Service line relaunch (e.g. add-on packages)
• Reputation + review push with landing support

When a retainer makes sense

• You already have a converting site
• You have a clear weekly content machine
• Someone on your team owns approvals quickly

Our default

Special marketing projects with a fixed scope. Extend only if the numbers say so.