Glossary
Retainer kickoff
The plan written the night a client signs: one goal for 90 days, a baseline for every number and a name against every step.
Why does it matter?
Writing the plan the night a client signs means week one starts with one goal, a baseline and a name against every step.
How does it work?
- Write the 90-day goal in one sentence.
- Give each platform one job, one KPI and one named owner.
- Log a baseline for every KPI and leave targets blank until there is data.
- Date the 30, 60 and 90 day checkpoints on the midweek meeting day.
Related terms
- Creator audit: Scrape the last 30 posts, find the median, the ratio and the outliers, bucket the formats, then say what to make next.