Performance and Paid Media
Paid media built around every line of the property
World Equestrian Center is not one business. Equine competition, lodging, groups and meetings, weddings, special events, dining, and retail each carry their own buyer, their own season, and their own definition of a strong month. A paid media program that treats the property as a single audience will do well on one or two lines and quietly underperform on the rest.
This document covers two things: what we would run, and how we bill for it.
What we would run
The full performance and paid media line
Paid search and YouTube
Demand capture across every line, structured so equine, lodging, groups, and weddings each carry their own budget, targets, and reporting instead of competing inside one account.
Paid social
Prospecting and retargeting organized by audience rather than by property. Exhibitors, regional leisure travelers, meeting planners, and wedding couples get different creative and different paths to conversion.
Programmatic and display
Reach against the show calendar, feeder markets, and competitive properties, weighted toward the windows when demand is genuinely in market rather than spread evenly across the year.
Hotel metasearch and Google Hotel Ads
Room night capture at the point of the booking decision. Standard practice for any property measuring itself on occupancy, and distinct from paid search.
Layered across all four
Creative testing and adaptation
We test and run creative continuously, adapting your brand and production assets into the formats each platform actually rewards. Production stays with your team. Performance variants, versioning, and testing sit with us.
Layered across all four
Measurement
Reporting organized around cost per room night, cost per qualified lead, and cost per inquiry by business line. Platform metrics in aggregate tell you the program is busy. They do not tell you which line is paying for itself.
How we work
Strategy leads, and it does not stop after kickoff
We are a strategy-led team. Strategy is not a separate engagement we sell you before handing the account to a media desk. Every engagement opens with a working period where we map the business lines, the audiences, and the priority order before a dollar moves, and that work continues through the engagement instead of ending at a kickoff deck.
A senior strategist owns the relationship and the plan. Experienced platform buyers run the day to day. Senior leadership stays on the account for the life of the agreement, not just the onboarding window, and you have a direct line to the most senior people at the agency whenever you want one, including a working relationship with our CEO. The person you talk to is the person driving the work.
How we bill
Two components, and receipts for everything else
Fixed
Committed retainer
A fixed monthly fee covering strategy, account leadership, planning, creative testing, and reporting. This is the part that does not move with spend, and it keeps senior attention on the account through slow months as well as peak season.
Variable
Media management fee
A variable fee tied to managed media spend, covering platform buying, optimization, and pacing. It scales with the program rather than sitting flat, so the fee tracks the work actually being done in a given month.
Media billing
- We handle media billing on your behalf and are reimbursed monthly.
- Every platform receipt and invoice is forwarded with the statement.
- You own the ad accounts, the data, and the performance history.
No rebates
We take no rebates, agency volume bonuses, or undisclosed margin from any platform, publisher, or vendor. If a discount exists, it reaches your budget.
Not included
- Brand creative production
- Hard production costs for photo and video
This describes our billing model. It is not a quote. A fee proposal follows a scoping conversation covering business line priorities, current performance, and the channels in play.
Next steps
Let's get to work
A scoping call
Forty-five minutes covering business line priorities, current channel mix, and what a strong month looks like for each line.
A written scope and fee proposal
Delivered within five business days of that call, with the retainer and management fee structured to the program we discussed.