Budgets & hiring
What should a marketing retainer include?
A clear retainer lists deliverables, not just hours. It should define the strategy work (initial plan, monthly reviews), specific monthly output such as number of videos, posts, articles or pages, channels covered, who does what and turnaround times, your responsibilities like supplying footage and approving posts, reporting with the metrics used, account and content ownership (yours), what's excluded such as ad spend or printing, minimum term, notice period and how scope changes are priced. Get it in writing. McCrawAI's retainers are built this way: each tier includes consulting and execution, and we also confirm scope and ownership in writing before work starts.
Follow-up questions
How detailed should the scope be?
Detailed enough that both sides could list exactly what will be delivered in a typical month.
Can the scope change month to month?
Yes, by agreement. Some flexibility helps, but changes should be clear.
What if the consultant misses deliverables?
The agreement should say what happens. Raise it in the monthly review first.
Want a plan for your business?
Book a strategy call or call (720) 340-2305. We'll look at where your brand is today and what to build next.